CHAPTER 3
Define the problem
Recap of chapter 2:
◎ Definition of Empathy stage
◎ List some methods and tools used in the
Empathy stage
◉ Observation
◉ User interviews
◉ Needs finding
◉ Persona Development 2
Objectives:
◎ Synthesize Findings: Combine information
gathered during the Empathize stage.
◎ Articulate the Problem: Clearly define the
problem to be solved.
◎ Create a Problem Statement: Develop a
concise and actionable problem statement.
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CONTENT:
3.1. Define the problem
3.2. Define techniques
3.3. Applications
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3.1
Define the problem
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Definition:
The "Define" stage in Design Thinking is the second
step in the process, following the "Empathize" stage.
During this stage, designers focus on synthesizing the
information gathered during the Empathize stage to
define the core problem that needs to be addressed.
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Key actions:
Analyze Data:
◎ Review and organize insights collected from
the Empathize stage.
◎ Identify patterns and themes in user feedback.
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Key actions:
Formulate Insights:
◎ Translate user needs and challenges into key
insights.
◎ Focus on the most significant problems that
need solving.
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Key actions:
Develop a Problem Statement:
◎ Create a clear and concise statement that
defines the problem.
◎ Ensure the problem statement is user-centered
and actionable.
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Importance:
◎ Clarity: Provides a clear focus for the design
efforts.
◎ Direction: Guides the ideation and prototyping
stages.
◎ Alignment: Ensures that all team members
understand and agree on the problem to be solved.
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3.2
Define Techniques
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Tools Overview:
◎ Problem Statement: A concise statement
summarizing the problem.
◎ HMW (How Might We) Questions: Frame the
problem as opportunities for innovation.
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Tools Overview:
◎ Storytelling: Use narrative techniques to
communicate the problem effectively.
◎ Define Success Criteria: Establish clear goals
and metrics to measure success.
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Problem statement
Objective: Create a concise summary of the problem.
Method: Synthesize findings into a single statement.
Example Structure:
"Users need a simpler way to navigate the app because
they often get lost in the current interface.”
Benefits: Provides a clear focus for the team.
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Problem statement
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Problem statement
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Problem statement Step 1: The following questions
(problem/actor/context) help with the
formulation of the problem statement
Step 2: Attach these papers to the wall and
put an A3 sheet in landscape layout
underneath them. Then consolidate the
problem definitions or select the most
appropriate.
Step 3: Start transferring the individual
problem definitions systematically into an
overarching problem.
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Problem statement
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Problem statement
A. Preparatory Questions:
•Why?: Define the reason behind addressing this problem. What drives the need to solve this problem?
•Who?: Identify the stakeholders or the people affected by the problem.
•What?: Describe the problem itself. What exactly is the issue?
•When?: Determine the timing or circumstances under which the problem occurs.
•Where?: Specify the location or context where the problem is happening.
•How?: Understand the processes or methods that are contributing to the problem.
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Problem statement
B. Problem Statement Construction:
•How might we…: Start with a broad question to explore possible solutions.
•For…: Identify the specific group or actor for whom the solution is intended.
•(Redesign, so that…): Consider how to improve or redesign existing processes, systems, or products
to solve the problem.
•Taking into account…: Identify any constraints, resources, or other factors that must be considered.
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“How might we…” question
Objective: Reframe the problem as opportunities.
Method: Generate "How Might We" questions.
Example:
"How might we simplify the navigation process for users?”
"How might we make the app interface more intuitive?”
Benefits: Sparks innovative thinking and ideation.
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“How might we…” question
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Steps to Use the "How Might We...?":
1. Identify the Challenge:
Start by clearly understanding the problem or challenge
you’re facing. It should be specific enough to focus on,
but broad enough to allow for creative solutions
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Steps to Use the "How Might We...?":
2. Reframe the Challenge:
Convert the problem into a question that begins with "How might
we...?" This helps to open up the discussion to a wide range of
potential solutions.
For example, if the challenge is "Employees are disengaged,"
a possible HMW question could be "How might we increase
employee engagement?"
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Steps to Use the "How Might We...?":
3. Break Down the Problem:
Consider breaking down the main challenge into smaller,
more manageable parts. You can create multiple HMW
questions to address different aspects of the challenge.
For example:
"How might we make the workspace more inspiring?“
"How might we recognize employee achievements more
effectively?“
"How might we improve communication between teams?"
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Steps to Use the "How Might We...?":
4. Evaluate the Most Relevant HMW Question:
Evaluate the HMW questions and choose the one that
seems most actionable and relevant to the challenge.
5. Outcome
This selected HMW question will then guide your
brainstorming sessions and solution development.
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“How might we…” question
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“How might we…” question
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Story telling
Objective: Communicate the problem effectively.
Method: Use narrative techniques to tell a user’s story.
Example Structure:
"Jane, a busy professional, finds it frustrating to
navigate the app because the interface is cluttered and
confusing."
Benefits: Engages the audience and makes the problem
relatable.
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Story telling
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Steps to Use the Story telling
1. Step 1: Gather Data and Understand the User
Conduct user research: Begin by collecting data through
methods like interviews, surveys, observations, or user behavior
studies. Understand the challenges, pain points, needs, and
expectations of the users.
Create personas: Develop user personas based on the data
collected. These personas should represent the key user groups
you are targeting.
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Steps to Use the Story telling
2. Step 2: Identify the Core Problem
Analyze the data: Use the information from Step 1 to identify the
core problem that the users are facing. This problem should be
the gap between what users expect and their actual experience.
Define the problem: Clearly articulate the problem by framing it
as a question or a statement.
For example, "Elderly users find it difficult to use modern
technology devices." 33
Steps to Use the Story telling
3. Craft the Story
◎ Choose the main character
◎ Set the context
◎ Describe the problem
◎ Convey emotions
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Steps to Use the Story telling
4. Step 4: Share the Story and Discuss
Present the story: Share the story with your design team or
stakeholders. Use simple, clear language and visual aids if
possible to make the story more engaging.
Discuss the problem: After telling the story, encourage the
group to discuss the problem. Ask for their thoughts, feelings,
and any additional insights they think should be included.
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Steps to Use the Story telling
5. Step 5: Define the Problem as a Question
Turn the story into a design question (How Might We...): After
understanding the problem through the story, translate it into a
design question.
For example, "How might we make smartphones more accessible
for elderly users?”
Set design objectives: Based on the design question, clearly
define the goals you want to achieve when developing a solution.
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Steps to Use the Story telling
6. Step 6: Iterate and Refine
Get feedback: After defining the problem through storytelling,
gather feedback from team members or stakeholders.
Refine the story: Adjust the story as needed to clarify the problem
or emphasize key points that may not have been fully addressed.
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Steps to Use the Story telling
7. Step 7: Use the Story Throughout the Design Process
Guide the design process: Use this story as a guiding reference
throughout the design process. All design decisions should aim to
address the problem identified in the story.
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Story telling
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Story telling
• Step 1: Print the template or draw the structure on a flip
chart or whiteboard.
• Step 2: Encourage every member of the team to complete
one line (e.g. per interviewed person), and then summarize
the highlights and special features of the person or user
(column 1). Add important quotes from the person.
• Step 3: Interpret the results on the team and define the
meaning.
• Step 4: Draw a conclusion together with the team and
summarize the key findings from the interview.
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Story telling
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Define success criteria
Objective: Establish clear goals and metrics.
Method: Define what success looks like.
Example Structure:
"Success will be measured by a 30% reduction in
navigation errors and a 20% increase in user satisfaction.”
Benefits: Provides measurable targets for the design
process.
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Define success criteria
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Define success criteria
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Define success criteria
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Define success criteria
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Step 1: Define Questions
Objective: The goal is to identify key questions that need to
be answered to define what success looks like for your
project.
Action: List relevant questions that will help you understand
the criteria for success. These questions should be related
to user needs, project goals, and potential challenges.
Examples:
How do users define success for this product?
What factors will determine the success of this project?
How can we measure success effectively?
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Step 2: Answers
Objective: After defining the questions, you need to brainstorm
or research answers based on data, user feedback, or input
from stakeholders.
Action: Brainstorm with your team or reflect on the answers to
the questions you listed in Step 1. These answers should clarify
the critical factors that will lead to the success of the project.
Examples:
Users will consider the project successful if it significantly saves
them time.
Success will be measured by the return rate of users and their
satisfaction levels.
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Step 3: Evaluate and Select
Objective: Evaluate the answers you have brainstormed and
determine the specific criteria for success.
Action: Review the answers carefully to assess the
importance and feasibility of each factor. Then, select the
most clear and specific criteria to define success.
Examples:
◎ Selected Criteria: Achieve at least a 90% customer
satisfaction rate.
◎ Increase user retention by 20% over the next six months.
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Outcomes
Objective: Record the results after implementing the
success criteria.
Action: Track and document the results achieved after the
project is implemented. Compare these outcomes with the
success criteria defined in Step 3 to assess the success of
the project.
Examples:
◎ Outcome: Customer satisfaction reached 92%, exceeding
the target.
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Tips for Using This Tool
Continuous Update and Adjustment: As the project
progresses, regularly update and adjust the success
criteria if needed, based on user feedback and real-world
conditions.
Engage Stakeholders: Ensure that all stakeholders
understand and agree with the success criteria you have
defined.
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RIGHT PROBLEM RIGHT SOLUTION
Problem Statement
Tim Brown, IDEO
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3.3
Applications
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Thanks!
Any questions?
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