Define

to define the core problems

Phase Two

Start

Define

how?

The problem statement?

why?

TOOLS

Intro

index

What is the big user problem that needs to be solve?

What patterns can be observed?

Based on the information and data that were gathered during the first phase: EMPATHIZE, these observations and synthesize need to be analyses in order to define the core problems. The definitions are called problem statements.

This phase can also be described as to gather the information to make sense of them. Especially questions in this context can guide through the phase like:

What difficulties and barriers are the users coming up against?

Intro

+ info

The define stage ensures to fully understand the goal of design project. It helps to articulate the design problem, and provides a clear-cut objective to work towards. A meaningful, actionable problem statement will steer the process in the right direction, helping to kick-start the ideation process and work a way towards a solution.

Why is the define stage so important?

Info

It provides a clear description of the issue that the designer seeks to address, keeping the focus on the user at all times.

the gap

A problem statement identifies the gap between the current state (i.e. the problem) and the desired state (i.e. the goal) of a process or product. Within the design context the user problem can be identified as an unmet need.

The Problem statement I

These statements target the same problem - just in a slightly different way.

Based on the four Ws: who, what, where and why

From a user research perspective:

From the user's point of view:

There are some frames that could prove useful in framing the problem:

The Problem statement II

narrow enough + manageable

Human-centered

Broad enough for creative freedom

Writing a meaningful problem statement can be a big challenge. How do you sum up all the complexity of the user's conscious and unconscious desires into a simple, actionable statement?

How to write a meaningful problem statement

Human~CENTERED

This requires you to frame your problem statement according to specific users, their needs and the insights that your team has gained in the Empathize phase. The problem statement should be about the people the team is trying to help, rather than focusing on technology, monetary returns or product specifications.

A good problem statement is human-centered and user-focused.

This means that the problem statement should not focus too narrowly on a specific method regarding the implementation of the solution. The problem statement should also not list technical requirements, as this would unnecessarily restrict the team and prevent them from exploring areas that might bring unexpected value and insight to the project.

A good problem statement leaves room for innovation and creative freedom

Broad enough for creative freedom

Narrow enough to make it manageable

On the other hand, a problem statement such as, “Improve the human condition,” is too broad and will likely cause team members to easily feel daunted. Problem statements should have sufficient constraints to make the project manageable

Make it manageable: At the same time, your problem statement should guide you and provide direction.

collection of tools

DEFINE

tools

Why-How laddering

Saturating

The POV

The 4 W's

Tools

The space will look like a collage of findings and stories.

Display all your data: notes of field research; pictures; quotes or remarkable statements/sentences from interviews; thoughts or experiences; citations from the brief or from the exercise Day in the life; observations of people, spaces, and/or circumstances…

Space saturation is the decoration of a design space with all the findings from the empathy phases of understanding and observation.

SATURATING

In Why-How-Laddering, the question of the challenge should be adapted. Questions are always asked upwards with “Why …” and downwards with “How …”. Like climbing up or down in the laddering like on a ladder.

What is needed:

• A moderator
• Flipchart marker or whiteboard pen
• A large sheet of paper (A1 or even better A0) or a whiteboard

Often times abstract statements are more meaningful ...

Why-how laddering

Approaching your observations with these four questions in mind...

• Why does it matter?

• Where does the problem present itself?

• What is the problem?

Who, what, where, and why?

• Who is experiencing the problem?

to put your finger on the right problem statement...

The 4 W's

How to do it?

A good POV will allow you to ideate and solve your challenge in a goal-oriented manner – keeping the focus on your users, their needs and your insights about them

The POV - Point of View

Step 1: Identify Users, Needs & Insights Step 2: Create Your Chart Step 3: Form Your POV Statement