UX Framework 2.0

What it is

A root-cause analysis method where you ask “Why?” five times to uncover fundamental problems beyond surface symptoms.

How to use

Checklist:

• Problem statement (clear & specific)
• Whiteboard/digital tool (Miro, FigJam)
• Timer (5–10 mins per problem)
• Diverse stakeholders (2–5 people)

Time:

• 5–15 mins per problem
• 2–5 (include frontline staff + decision-makers)

Participants:

•  2–5 (include frontline staff + decision-makers)

Steps:

1. Define the problem (e.g., ‘Users abandon baskets at checkout’).
2. Ask “Why?” #1:
• ‘Why are they abandoning?’ → ‘Delivery costs surprise them’ ✅
• ❌ ‘Bad UX’ (too vague)
3. Repeat 4 more times:
   • Why #2: ‘Why are costs surprising?’ → ‘Fees only appear at checkout’
   • Why #3: ‘Why not show fees earlier?’ → ‘Pricing rules are complex’
   • Why #4: ‘Why are rules complex?’ → ‘No real-time carrier API’
   • Why #5: ‘Why no API?’ → ‘Budget not allocated’ ← ROOT CAUSE
4. Verify: Test if reversing the chain solves the problem.

Tips & Variations

• Go beyond 5? Stop when the cause is actionable (e.g., 'budget issue').
• Multiple roots? Split into separate chains (e.g., pricing vs. payment errors).
• Avoid:
  • Leading questions ('Is it because of X?').
  • Blaming people ('Steve forgot' → Focus on process gaps).

Why this method

Pros

• Exposes systemic flaws in <10 mins
• Prevents surface-level fixes
• Works for any problem (UX, operations, business)

Cons

• Risky without diverse perspectives (echo chambers)
• Over-simplifies complex issues
• Assumes linear causality (not always true)

Find out more

• Atlassian’s 5 Whys Playbook
• NHS Root Cause Analysis Toolkit