Problem framing in design thinking is the critical first step where you define and truly understand the challenge you're trying to solve, moving beyond superficial descriptions to grasp the deep-seated needs and motivations driving user behavior.
Problem framing is the art of defining and understanding the challenge at hand, not just at its surface level but in a manner that uncovers the underlying needs and motivations of users. This crucial initial phase lays the groundwork for the entire design thinking process, significantly impacting the direction and scope of potential solutions.
Why is Problem Framing Essential?
Effective problem framing is vital because it ensures you are solving the right problem. A poorly framed problem can lead to wasted effort, ineffective solutions, and frustration. By digging deeper than the obvious, you unlock opportunities for innovative and impactful designs.
- Guides Research: A well-framed problem directs your empathy and research efforts towards uncovering relevant user insights.
- Informs Ideation: It provides a clear target and constraints, helping teams generate relevant and creative solutions.
- Sets Scope: The way a problem is framed determines what is considered 'in scope' for potential solutions.
- Aligns Teams: A shared understanding of the problem ensures everyone is working towards the same goal.
The Art of Uncovering Underlying Needs
The provided definition highlights that problem framing is an "art" focused on uncovering "underlying needs and motivations." This means:
- Moving from symptoms to causes: Instead of just noting what users do, you explore why they do it.
- Considering context: Understanding the environment, feelings, and thoughts surrounding the user's experience.
- Empathizing deeply: Putting yourself in the user's shoes to see the problem from their perspective.
Practical Insights into Problem Framing
Framing a problem often involves iterative cycles of understanding, defining, and redefining. Here are some practical approaches:
- Use "How Might We..." Statements: This common technique reframes insights into actionable questions that spark ideation. For example, instead of "Users struggle to find information," frame it as "How might we make information easily discoverable for users?"
- Create Problem Statements: Synthesize your research into a concise statement that identifies the user, their need, and the key insight.
- Visualize the Problem: Use journey maps, empathy maps, or service blueprints to visually represent the problem space and user experience.
- Question Assumptions: Challenge initial ideas about what the problem is or how it should be solved.
Surface vs. Framed Problem Example
| Surface Problem | Framed Problem |
|---|---|
| Users aren't clicking the button. | How might we help users feel more confident using this feature? |
| Customers aren't reading the manual. | How might we empower users to learn how to use the product in a different way? |
This process, as the reference states, "sets the stage for the entire design thinking process, determining the direction and scope of potential solutions." It is arguably the most critical phase for ensuring that the subsequent stages (ideation, prototyping, testing) lead to truly valuable and user-centered outcomes.
