Problem framing

What it is

‘A strategic practice to define why an issue matters and how to solve it.’ Transforms vague problems into actionable opportunities using user-centred language.

How to use

Checklist:

  • User research data (interviews/surveys)
  • Whiteboard or digital tool (Miro, FigJam)
  • Timer
  • Diverse stakeholders (3-5 people)

Time:

  • 20-45 minutes (per problem)
  • Core team + key stakeholders (max 8)

Participants

  • Core team + key stakeholders (max 8)

Steps:

  1. State the symptom (e.g., 'Users abandon baskets').
  2. Gather evidence:
    • Add research insights (e.g., '68% cite unexpected delivery fees').
  3. Reframe the problem:
    • User-Job Format: '[User] needs to [goal] but [barrier] because [root cause].'
      • Example: 'Busy parents need to restock groceries quickly but face surprise fees because pricing isn't clear until payment.'
    • Opportunity Frame: 'How might we [action] for [user] so that [impact]?'
      • Example: 'How might we show delivery costs upfront so parents trust the service?'
  4. Test & refine:
    • Ask: 'Does this frame inspire multiple solutions?'

 

 

Tips & Variations

Do:

  • Anchor frames in user quotes (e.g., 'I felt misled!')
  • Prioritise measurable outcomes (e.g., 'Reduce basket abandonment by 25%')

Avoid:

  • Solutioneering (e.g., 'Build a fee calculator' → Focus on 'transparent pricing')
  • Vague language (e.g., 'Improve the experience')

Power Reframes:

  • Tesco: 'Order groceries' → 'Feed your family in 10 minutes.'
  • National Rail: 'Check train times' → 'Never miss your connection.'

Why this method

Pros

  • Prevents solving superficial problems
  • Uncovers systemic issues (e.g., 'pricing opacity' vs. 'slow app')
  • Aligns teams on user-centric objectives

Cons

  • Requires robust research (fails with assumptions)
  • Teams may resist reframing ('Just build it!')
  • Less effective for technical bugs (e.g., 'Fix login error')

Find out more

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