By Ashini K Ekanayake Firstly, we must define what exactly a design problem is. Design theorist Richard Buchanan supposes that a problem is not just an unwanted situation or problem which may deviate from the norm, even if it still a valid definition of a problem. With regards to creative problem solving, a problem is defined as an unmet need which can satisfy the user’s purpose if met.
Afterwards, we begin the process by framing the design problem, which is the first step in a human-centered design process. This process prioritizes the user as well as the purpose they desire to accomplish This illustrates the importance of user research via means such as interviews in order to assess insights into potential users of the product as well as the problems they may face. Framing the problem with a statement which is narrow enough to focus on the core problem while broad enough for allowing legroom for creativity allows the design team to focus on design problem and remain open to innovative possibilities at the same time.
When you are aware of the direction you wish to go in, you are more aware of the barriers an opportunities available to you. With a clearly defined problem which is connected to the user’s purpose, the problems and obstacles standing in the way are more evident. In addition, a clearly stated problem at the beginning of the project allows the team to find additional opportunities available to them which initially went unnoticed.
It is then crucial for the design team to align themselves regarding solving the design problem. For instance, stakeholders, designers, developers and potentially the users may all have a different image in their head regarding what the end product is like due to varying mental models. Framing the problem allows the views of all these entities to align, since the process of framing the problem already collects multiple perspectives in order spark effective conversations and decisions. This therefore allows for the expectations of all involved parties to be managed. With the shared perspective and sign-off on the ultimate purpose of the product, the design process is able to run more efficiently.
One way of connecting the team with the user is implementing an empathy map, which allows the design and development teams to put themselves in the shoes of the user. This will connect the ream to the user and discover the true purpose the product has. The following methods can be used to develop such a map:
Hear and see ( this category illustrates the user’s surroundings)
- What kind of comments does the user encounter?
- What are others saying that the user is exposed to?
- What does the user observe others doing around them?
2. Say and do (These are things that are explicitly done and can be clearly observed)
- What are the user’s comments and behaviors?
- What do they do in practice?
3. Pains and gains (These relate to the outcomes of the experience)
- What frustrations does the user have?
- What about the experience is unnecessary or disappointing?
- What about the current process works well?
The Final Problem Statement
The problem statement is a simple but effective way to bring focus to the insights you have uncovered. The most important facet is to keep the problem statement specific enough so there is a shared vision for the products, but broad enough to allow for creativity and new insights.
Here are some formats you may consider:
From the point of view of the user:
“ I am (persona) trying to (verb) but (barrier) because (cause) which makes me feel (emotional reaction)”
For example: “I am a new mum trying to take care of my baby in the best way possible, but I don’t know if I’m doing a good job because I’m always at home alone and don’t have anyone to talk to about it, which makes me feel isolated and alone.”
Drawn from user research:
“ (Persona) needs a way to (user’s need) because (insight)”
For example: “New mums need a way to connect with other mums because they are often at home alone during the day and feel isolated and alone.”
Using the 4 Ws:
“ Our (who) has the problem that (what) when (where). Our solution should deliver (why)”
For Example: “ Our new mum has the problem that she has no one to talk to about the best way to care for her baby when she is at home alone every day. Our solution should deliver a way for her to feel connected to other mums so she feels less isolated and alone.”