Design Problem Statements: What They Are and How to Frame Them

Importance of Identifying User Problems
- Exciting product ideas can fail without understanding the user problem to solve.
- Design problem statement is crucial for creating impactful products.

Zune vs. iPod Example
- Microsoft’s Zune failed as it didn’t address any specific user problems.
- Identifying and solving user problems is vital for product success.

What Is a “Design Problem”?
- Definition: A matter or situation regarded as unwelcome or harmful, needing to be dealt with and overcome.
- Unconscious desires play a crucial role in design problems.
- Henry Ford’s example: Users may not articulate deeper needs; understanding the user’s purpose is essential.

Framing a Design Problem Statement
Why Frame a Problem?
- First step in human-centered design.
- Prioritizes user and their desired purpose.
- Helps in uncovering deep-rooted desires through user research.

Identifying Barriers and Opportunities
- Clearly defined problems help identify barriers and opportunities.
- Acts as a lens through which to find additional opportunities.

Aligning the Team Around Design Problem Solving
- Aligns stakeholders, designers, developers, and users.
- A well-framed problem statement collects multiple perspectives and aligns efforts.

Guiding the Project and All Future Decisions
- Focuses efforts on a single outcome.
- Serves as a filter for retaining relevant ideas and solutions.

Saving Time and Money in the Long Run
- Efficient design process with a shared understanding.
- Prevents investment in ideas that don’t solve real problems.

Helping Connect Emotionally to the User
- Emotional engagement is crucial in problem framing.
- Understanding user motivations, desires, and fears enhances product appeal.

How Can a Problem Be Framed?
The Four Ws: Questions to Answer
- Gather stakeholders to answer who, what, where, and why.
- A collaborative method using Post-its for synthesizing content.

Empathy Map: Putting Yourself in the User’s Shoes
- Tool for understanding user’s thoughts, feelings, and pain points.
- Conduct user interviews or observational shadowing for insights.

The Final Problem Statement
- A concise statement rooted in collective thinking.
- Specific enough for a shared vision, yet broad enough for creativity.

Problem Statement Example Formats:
- From the user’s point of view.
- Drawn from user research.
- Using the 4 Ws.

Every Good Problem Framing Phase Should:
- Avoid proposing solutions initially.
- Ask “why” to uncover deeper insights.
- Reflect on connections and patterns.
- Keep it universal, avoiding jargon.

Forget the Horse, Deliver a Car
- Understanding the human psyche is crucial in problem framing.
- Framing a problem from a customer’s perspective leads to meaningful products.
- A human-centric approach creates products that connect emotionally with users.