Framing problem statements: The first step toward your users
If this is your first time here, you might wonder why I’m talking about framing problem statements in a blog about design. Preparing problem statements happens at the very beginning of the design process. So I thought it would make sense to discuss how to frame your problem statements so that you get better results from your designs.
We will explore the fundamentals that I use to frame my problem statements. It will not only help define your project scope but also allow you to gain more intimate knowledge about your users.
Framing good design problems is arguably one of the most important skills a UX designer can have, and practicing this skill will make you better at it more quickly than simply reading about it.
Crafting a Clear Problem Statement
A well-defined problem statement lays the foundation for effective design. The classic statement is phrased, “What can I solve?” While this is a great question to ask yourself, it’s only the tip of the iceberg. You can start with a problem statement about anything — the act of ordering food, getting to a destination, playing a new video game, finding inspiration, etc.
But it’s crucial for each problem statement you craft to focus on the user. Once you can replace the above question with, “What would the user do if X happened?” — it’s game-changing. The goal is to understand what the user is experiencing and how that user is experiencing it.
Let’s dive a little deeper, to ensure clarity and precision in your problem statement, it can be helpful to consider the 5Ws and 1H: Who, What, When, Where, Why, and How.
Who
Identify the user group facing the problem. Understand their demographics, behaviors, and preferences. By defining the specific user segment, you can tailor your design to their unique needs.
What
Clearly articulate the high-level problem that users are encountering. You will also need to define the ‘why’ or pain points they face which helps focus efforts on solving the right ones. We will talk further about this below.
When
Determine the context or timing in which the problem occurs. Is it a recurring issue, or does it arise in specific situations? Understanding when the problem arises provides insights into potential triggers and opportunities for intervention.
Where
Consider the platforms, environments, or touchpoints where users encounter the problem. Is it a web-based application, a mobile app, or physical surroundings?
Why
Explore the underlying reasons behind the problem. What are the motivations or goals of the users that are hindered by the current experience? Understanding the “why” helps create user-centered solutions that align with their needs.
How
The methods, tools, or approaches that can be employed to address the problem. This also involves brainstorming solutions, evaluating feasibility, and determining the most effective course of action.
Deep dive into the ‘why’ and identify smaller problems
Instead of tackling the whole problem as one, you break it down into smaller pieces that are easier to handle. This is especially useful when dealing with high-level issues that need careful planning.
To start, you need to have a clear and measurable goal in mind. For example, you might want to provide a certain value or address a high-level pain point. Once you’ve established your goal, the next step is to identify the specific challenges or obstacles preventing you from reaching it.
Consider these challenges as intricate pieces of a larger puzzle that you must solve to make meaningful progress toward your goal. These challenges can include people being resistant to change, building trust, understanding how people think and feel, or improving confusing interactions.
It is crucial to recognize that diverse demographics and cultural backgrounds may give rise to unique needs, preferences, and behaviors, demanding tailored considerations. You can find effective solutions by breaking down the problem into smaller, manageable challenges.
Disclaimer: This is not a one-size-fits-all approach.
Every problem is different, so you need to adapt the approach to fit the specific situation. Focus on the most relevant challenges to make the best use of your time.
Leverage mental models!
The perspective of various mental models empowers us to effectively break down problem statements by tapping into the way people think and perceive the world around them. To begin, we embark on a journey of exploring the mental models held by the target audience or users.
Let’s consider an example in the context of designing a banking application. We could want to understand how users mentally represent and navigate their financial transactions. These observations could include traditional banking systems, physical cash transactions, security concerns, and notions of trust and transparency. By uncovering these underlying models, we gain insight into the expectations, assumptions, and eventually potential challenges that we need to solve.
We may discover that users have a mental model deeply rooted in the physicality of cash transactions. In that case, they may have different expectations of how their financial transactions are represented on the product. It may be presenting transactions in a more abstract format, causing confusion and disconnection with the users’ mental model.
With this understanding, we can frame a statement such as: “How might we design the mobile banking experience that aligns with users’ mental models of physical cash transactions while leveraging the convenience and efficiency of digital banking?”
Understand the scenario, make a bigger impact
Immersing ourselves in the scenarios that users go through is a powerful approach. Let’s explore this method in more detail, along with some examples. To begin with, we create user scenarios that depict typical situations or steps users encounter when interacting with a product, service, or system. This will help us visualize the context in which the problem exists.
For instance, let’s consider the scenario of a user booking a flight ticket online. We examine the user’s journey from the initial search to the final booking and payment process. By observing this, we identify various challenges that users encounter, for example, the user may struggle to find the most suitable flight options due to confusing search filters or overwhelming information overload.
Based on these observations, we can frame a statement: “How can we simplify the flight booking experience by streamlining the search process, and enhancing clarity in information presentation?”
You need a kaleidoscopic frame of mind
Problem statements are not static, confined to the initial stages of a project; rather, they evolve dynamically and can be used throughout the entire process.
There are different types of problem statements: some focus on finding solutions or deciding how to approach things, while others are more about the process itself.
It’s important to regularly check our progress to understand why we’re doing things and taking certain steps. When we start a project, we’re usually given a problem statement, but it’s a good idea to redefine it after doing some research. This helps us ground the statement in facts and gives us a clearer understanding of the actual problem. With that solid foundation, we can confidently ideate on user-focused solutions.
Keep in mind
Avoid proposing solutions.
While creating a problem statement, don’t get caught up in the specifics of a solution like “Make an investment management app.” Instead, prioritize understanding the fundamental problem and finding the ideal solution. Starting with a clear problem opens up countless possibilities for solving it, but fixating on a single solution keeps you stuck in the same place. So, stay focused on the problem and explore all angles even if it’s easier to assume solutions or features.
Always ask why
It’s a simple question to help find insights under the surface. Lets you see a situation from a different angle. It’s also the simplest to miss out while working with assumptions. Question your process, assumptions, if the intent is conveyed accurately, etc.
Reflect and redefine
Make time to step back and look for connections and patterns. This is where insights lie that can set a product apart from competitors. As mentioned above, this isn’t a static process and could require you to redefine or reiterate the problem areas.
Avoid using jargon or any unnecessary complexities
The problem should be simple for anyone to understand, and ideally, to retell. Equipping team members to easily talk about what you are trying to achieve will build confidence and passion within the project.
I am Arpita Dhir, Design lead @ADPList and psychology student aiming to impact lives with functional and inclusive design. If you want a 1–1 conversation with me, you can schedule it on ADPlist.
You can find me on Linkedin, Twitter, Instagram or drop me a mail at contact@arpitadhir.com ⚡
