MODULE 3

Define
Problem Framing & Need Analysis
The crucial second phase in design thinking where we synthesize
research insights, identify user needs, and articulate clear problem
statements.
Learn how to frame challenges effectively, craft "How Might We"
questions, identify assumptions, and use systems thinking to reframe
problems.

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 Agenda & Module Overview
Topics We'll Cover Module Overview

Understanding problem framing & need analysis fundamentals Module 3: Define provides practical techniques and mindsets
for productively defining design challenges.

Synthesizing research insights The Define stage is where we synthesize research insights into
meaningful problem statements that inspire innovative
Identifying user needs solutions.

This critical phase sets the foundation for all subsequent

Crafting problem statements & "How Might We" (HMW) ideation, prototyping, and testing work in the design thinking
questions process.

Identifying assumptions & biases in problem framing

Reframing problems using systems thinking "If I had an hour to solve a problem, I'd spend 55
minutes thinking about the problem and 5 minutes
thinking about solutions."
— Albert Einstein

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What is Problem Framing? | Need Analysis Fundamentals

Problem Framing Defined & Need Analysis in Problem Framing

Problem framing is the critical process of defining

and articulating the challenge that needs to be Synthesize
Discover Define
addressed in design thinking. Uncover user needs Organize insights Articulate needs
through research into patterns as problems
It's not merely about identifying issues, but about
understanding their context, implications, and
opportunities for innovative solutions. Characteristics of Good Problem Framing
Human-centered: Focuses on people's needs, not technology or
The Importance of Problem Framing business constraints
Balanced scope: Broad enough for creativity, narrow enough for
Focuses design efforts on the right challenge
action
Opens up innovative solution spaces Actionable: Enables teams to generate and test solutions
Provides direction for ideation and prototyping Insightful: Based on research and observation

Centers design on human needs and experiences

"We fail more often because we solve the wrong problem than
because we get the wrong solution to the right problem."
— Russell Ackoff, Systems Thinker
Definition
Definition:
Problem framing is the process of clearly defining and structuring a problem so you can find the
right solutions. It’s about asking the right questions before jumping to answers.
Example:

Let’s say a school notices students’ exam scores are dropping.

Bad framing: "We need to make exams easier.“

Good framing: "We need to understand why students’ performance is dropping — is it teaching
style, syllabus load, lack of resources, or something else?“

Tips for Good Problem Framing:

Understand the context — Who is affected? Where?

Define boundaries — What’s in scope and what’s not?
State it clearly — Use one or two sentences to summarize.
Synthesizing Research InsightsKey Synthesis Tools
Analysis vs. Synthesis
Empathy Maps
Affinity Diagrams
Analysis: Breaking down complex data and
information into smaller, manageable parts to Group similar data Organize observations into
understand individual components. points to identify themes what users say, do, think,
and patterns and feel
Synthesis: Creatively piecing the puzzle together to
form whole ideas and identify meaningful patterns and
connections.
Journey Maps 2x2 Matrices
Visualize user experiences Prioritize insights along
over time to spot pain two important
From Raw Data to Insights points dimensions
Synthesis Methods
Raw Data Organization Insights
Find Patterns: Identify recurring themes and commonalities across
Benefits of Effective Synthesis data
Look for Tensions: Note contradictions that might reveal deeper
insights
Reveals hidden patterns and connections
Connect the Dots: Draw relationships between seemingly
Transforms data into actionable insights unrelated observations
Guides problem framing and opportunity identification Create Frameworks: Develop visual models that explain findings

Creates shared understanding among team members

Key Outcome: Actionable insights that transform raw data into a clear
direction for problem framing and ideation.
Identifying User Needs Human-Centered Approach
Understanding User Needs

User needs are the underlying motivations, Empathize Ask Why Synthesize
goals, and pain points that drive user behavior Connect with Understand Transform
and interactions with products or services. users emotionally root needs findings to needs

Effective need identification requires looking beyond

what users say to understand what they think, feel,
and do in context. Creating User Need Statements
Structure:

Techniques for Uncovering [User] needs [need] because [insight].

Needs
Example:
Contextual Interviews - Observe users in their
natural environments "Working parents need convenient, healthy meal options
because they have limited time to prepare food but still
prioritize their family's nutrition."
Job-To-Be-Done Analysis - Identify tasks users want
to accomplish
Empathy Mapping
Journey Mapping - Document user experiences over
time SAYS THINKS
Diary Studies - Gather longitudinal insights on Thoughts and beliefs
Verbal expressions and quotes
behaviors
Observation - Watch users interact with products or
services DOES FEELS

Actions and behaviors Emotions and sensations

 Crafting Effective Problem Statements
Components of a Good Problem Statement Point of View (POV)
Statements
A problem statement articulates the design challenge POV
in a way that guides ideation and creates focus for the Formula:
[User] needs [need] because
design team.
It transforms raw research insights into an actionable [insight].
A POV captures your design vision by combining your knowledge
design challenge. about the user, their needs, and the insights from your research.

Human-centered: Focused on user needs, not Examples

technology or business constraints
Example 1:
Broad enough: Allows for creative exploration of
Jenny, a busy working parent, needs a way to
solutions
Narrow enough: Provides sufficient constraints for prepare nutritious meals quickly because she has
manageable scope limited time in the evening but values her family's
health.
Action-oriented: Begins with a verb to encourage
solution- focused thinking Example 2:
College students need affordable transportation
Common Pitfalls to Avoid: options for short trips around campus because they
Too solution-focused (suggesting specific solutions) Too broad have limited budgets and need flexibility between
(impossible to tackle effectively) classes.
Missing important insights from research Not centered on
actual user needs
"How Might We" Questions: Methodology
What are "How Might We" Questions? Crafting HMW Questions: Guidelines
Start with insights from research and empathy work

Focus on one aspect of the problem at a time

"How Might We" (HMW) questions are a powerful
design thinking technique that transforms problem Avoid suggesting solutions in your question
statements into opportunity spaces for ideation. Use positive framing to encourage forward-looking ideas
They help teams reframe challenges as Test multiple framings to explore different angles
possibilities, shifting from problem-focused to
solution-focused thinking. From Problem to HMW:
Transformation
Key Principles for Effective Problem Statement:
HMWs New parents are overwhelmed by conflicting
Not too broad or too narrow in childcare advice online.
scope
HMW Questions:
Open-ended to encourage multiple
solutions HMW help new parents find trustworthy advice when they
Inspiring and action-oriented need it most?
language HMW connect new parents with experienced parents for
Human-centered, focused on user reliable guidance?
needs
Enables creative exploration of the problem
space
"How Might We questions are optimistic and assume there
are solutions out there—they lead from problems to
possibilities."
Examples & Practice: How Might We Questions
Strong HMW Examples HMW Question Techniques

Challenge: New parents feel overwhelmed by Amplify the Good Remove Barriers
conflicting childcare advice online "How might we build on "How might we eliminate
what's already working obstacles that prevent..."
"How might we help new parents feel supported well?"
when searching for childcare information?"
Explore Opposites Question Assumptions
Challenge: Office workers making unhealthy lunch choices "How might we completely "How might we challenge
reverse this situation?" what we take for granted?"
"How might we make healthy food options more
appealing than unhealthy alternatives?"
Practice Exercise
Challenge: Students struggling with remote
learning engagement Problem Statement:
"How might we create more interactive and "Urban commuters spend an average of 45 minutes in
social learning experiences in remote settings?" traffic each day, causing stress, lost productivity, and
environmental impact."

Common Pitfalls to Avoid Your Task: Create 3 HMW questions that:

Are human-centered, not technology-driven
Open up possibilities rather than narrow them Address different
Too Narrow (Solution-Oriented):
aspects of the problem
"How might we create a mobile app for parents to
track baby feeding schedules?"
Identifying Assumptions & Biases in Problem Framing
Why Identify Assumptions & Biases? Techniques to Surface Assumptions

Unexamined assumptions and biases can lead to narrowly

defined problems that miss key opportunities or fail to
address root causes.
Challenging assumptions opens the door to innovative
thinking and more effective solutions by expanding 5 Whys SCAMPER
the problem space. Repeatedly asking "why" to Substitute, Combine,
drill down to root causes Adapt, Modify, Put to
other use, Eliminate,
Reverse
Common Cognitive Biases in Problem
Framing
Assumptions Matrix Role Playing
Confirmation Bias: Seeking information that confirms Map assumptions by Adopt different
certainty and impact perspectives to reveal
existing beliefs
biases
Solution Bias: Falling in love with a solution before The Power of Diverse Perspectives
understanding the problem Include diverse team members with varied backgrounds and
experiences
Anchoring Bias: Over-relying on first pieces of Seek stakeholder feedback to challenge your team's assumptions
information Conduct structured critical reasoning analysis with people who
Proximity Bias: Assuming others have similar think differently
needs and experiences Make space for inquiry and reflection to uncover hidden biases
Tools for Challenging Assumptions
Assumption Mapping Techniques for Testing Assumptions
Workshop
A structured process to identify, prioritize, and test Experiments Stakeholder Feedback
assumptions that might impact your project success. Design small tests to Engage diverse
validate or invalidate perspectives to challenge
specific assumptions team's thinking

1 Identify Assumptions
Rapid Prototyping Reframing
Have team members silently write down all Build simple prototypes to Look at the problem
assumptions about users, problem, or solution test key assumptions from different
quickly perspectives

2 Map Assumptions Assumption Matrix

Plot them on a matrix of certainty (low to high) vs. impact
(low to high)
High Impact, Low High Impact,
Certainty High Certainty
3 Prioritize & Test PRIORITY: Test these first! PRIORITY: Validate these

Focus on high-impact, low-certainty

assumptions first Low Impact, Low Low Impact, High
Certainty Certainty
PRIORITY: Monitor these PRIORITY: Safe to proceed
Reframing Problems Using Systems Thinking
What is Systems Thinking? How Reframing Leads to Better Solutions
Expands solution space by looking beyond obvious
Systems thinking is a holistic approach to answers
understanding complex problems by examining how Identifies leverage points where small changes
their parts are connected within a larger system. create big impacts

It helps us see beyond isolated events to identify Reveals feedback loops that reinforce or balance
underlying patterns and relationships that influence system behavior
the whole system.
Accounts for multiple stakeholders and their
interconnected needs
3 Key Systems Thinking
Mindsets
Systems Thinking Tools
Zooming In and Out
Switching between detailed view and big picture to see
connections at different scales Systems Mapping Analogy Technique
Visualize connections Use familiar systems as
between elements to identify metaphors to understand
Shifting Perspective patterns and relationships unfamiliar ones
Seeing problems from multiple stakeholder viewpoints to
uncover hidden dynamics
Reflective Questioning Causal Loop Diagrams
Ask "what if" and "why" Map cause-effect
Being Aware of Your Lens
to challenge assumptions relationships to understand
Recognizing how your own biases and mental models
about system structure system dynamics
shape your understanding
Summary & Key Takeaways
Key Takeaways Applying What You've Learned
Define the right problem — Problem framing is
crucial for guiding the entire design process toward Next Steps
meaningful solutions 1 Practice problem framing with your current
Synthesize research insights — Transform design challenges
observations into actionable knowledge about user 2 Create HMW questions to inspire your next
needs and pain points ideation session
Create human-centered problem statements — Ensure 3 Map assumptions and plan how to test them
they're broad enough for creativity yet narrow enough to
4 Apply systems thinking to reframe a complex
be actionable
problem
Use "How Might We" questions — Transform
challenges into opportunities that inspire innovative
"The quality of your solution depends on the
solutions
quality of your problem statement. Invest time in
Challenge assumptions and biases — Identify and the Define stage to ensure you're solving the
test your assumptions early to avoid solving the wrong right problem in the right way."
problem

Apply systems thinking — Reframe problems by Coming Up: Module 4 - Ideate

understanding broader contexts and interconnections Taking your well-defined problems and generating creative solution
concepts.
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