HiPPO stands for Highest-Paid Person’s Opinion.
If you’re from the HIPPO school of design, then questions about
can all be answered by the gut feeling and instinct of the HiPPO. The clue is in the title: you are making business decisions based on opinion.
With a brand new, start-from-scratch site then you have to use a mixture of HiPPOing, things you’ve read about, and your own personal swipe file of what’s worked elsewhere.
But once you have something up-and-running then you need to start a Kaizen process of continual improvement. This includes challenging your HiPPOs:
- Is this the right place for a form?
- Is this a good headline?
- What is the best colour for this button?
- How about this image – do we need it?
And you find answers to these questions by scientific methods like A/B split testing – not by HIPPOing.