» When designing an experiment to test a hypothesis, ask how might it fail, and what you need to find out

» Luck and uncertainty mean that even good decisions can have a bad outcome (and vice versa)

» Framing our beliefs with a confidence percentage makes us more willing to accept contradictory evidence

When sunsetting a product or feature:

» Explain why honestly and be transparent about how it will impact your users

» Be understanding as they may be disappointed or frustrated by the change

» Be responsive and supportive by answering your users’ questions and helping them with the transition

» If possible, offer your users alternative features or solutions

» Context helps to make a service good as opposed to simply existing

» By not consciously designing our services, we instead force our users to link actions together

» Outcomes for users are core user needs that a service helps them to meet

» A starting point can be to ask different teams what ‘good’ looks like to them