Design thinking resource

Assumptions

Beliefs we accept as true about people, problems or solutions before sufficient evidence has been gathered.

Surface hidden beliefs

Every project contains assumptions. Teams often make decisions based on what they think users need, how a solution will perform or what stakeholders might value. While assumptions can help move projects forward, they can also introduce risk when they remain untested.

Many assumptions are not immediately visible. They emerge through conversations, planning activities and design decisions. Bringing these assumptions into the open helps teams understand what is known, what is uncertain and what requires further investigation.

Making assumptions visible creates opportunities for learning before important decisions are made.

Identify critical uncertainties

Not all assumptions carry the same level of risk. Some may have little impact on project outcomes, while others can determine whether an entire solution succeeds or fails.

Design teams often focus on assumptions related to desirability, feasibility and viability. Questions such as whether users will adopt a service, whether technology can support a feature or whether a business model is sustainable can significantly influence outcomes.

By identifying the most critical assumptions, teams can direct testing efforts where they will create the greatest value.

Turn assumptions into learning opportunities

Assumptions should not be viewed as weaknesses. They represent opportunities to learn.

Once assumptions have been identified, prototypes and experiments can be designed to explore them. Evidence gathered through testing helps teams gain confidence in some assumptions while challenging others.

This process replaces guesswork with insight and supports more informed decision-making throughout the innovation journey.

Put the method to work

Identify key assumptions

Review the idea

Examine the proposed solution and identify underlying beliefs.

Categorise assumptions

Group assumptions according to desirability, feasibility and viability.

Prioritise uncertainty

Focus on assumptions that present the greatest risk.

Plan validation activities

Develop experiments and prototypes to test critical assumptions.

Why it matters

What assumption mapping makes possible

Reduced uncertainty

Identify risks before significant resources are invested.

Better decision-making

Base decisions on evidence rather than guesswork.

Focused experimentation

Direct testing efforts towards the most important questions.

Increased confidence

Build stronger foundations for implementation.

Continue exploring

Transform assumptions into testable statements.

Learn how hypotheses provide structure for experimentation and evidence gathering.

View Hypotheses →