Definition
Introduction
Section titled “Introduction”The main objective is to clearly define a problem to be solved by asking the right questions:
- What problem are we trying to solve?
- How do we know it’s a real problem?
- Why is it important to solve?
- Who are our users? What are their goals?
- How will we know the problem is solved?
Synthesizing Research Results
Section titled “Synthesizing Research Results”UX Mapping: Mapping the User Experience
Section titled “UX Mapping: Mapping the User Experience”UX Mapping allows for a visual summary of the user’s journey to better identify pain points and problems to address.
The Empathy Map
Section titled “The Empathy Map”A visualization tool that summarizes user information in four quadrants:
- SAYS: What the user explicitly says — needs and frustrations
- THINKS: Inner thoughts and feelings
- DOES: Observable actions and behaviors
- FEELS: Positive and negative emotions
Customer Journey Map (CJM)
Section titled “Customer Journey Map (CJM)”A CJM traces all the interactions a user has with a product or service.
It helps to understand:
- The touchpoints between the user and the business
- The emotions and frustrations experienced at each step
- Areas of improvement for a better experience
Identifying Root Causes: The 5 Whys Method
Section titled “Identifying Root Causes: The 5 Whys Method”This method consists of asking “Why?” five times to identify the root cause of a problem.
Example:
- Why do users abandon their cart? → The payment process is complicated
- Why is it complicated? → Too many steps in the form
- Why so many steps? → We’re asking for too much information
- Why ask for all that data? → To collect additional information
- Why do we need that data? → Actually, it’s not essential
Conclusion: Simplify the checkout form!
Writing a Problem Statement
Section titled “Writing a Problem Statement”A good problem statement should:
- Be user-centered
- Describe the problem without implying a solution
- Act as a guide for ideation
Turning the Problem into an Opportunity: The How Might We (HMW) Method
Section titled “Turning the Problem into an Opportunity: The How Might We (HMW) Method”This technique reframes a problem into an open-ended question to foster creativity.
Format:
Section titled “Format:”“How might we [action] for [user] so that [desired outcome]?”
Example:
Section titled “Example:”“How might we help our users change their train tickets easily and efficiently?”
Expressing the Problem from the User’s Perspective: User Stories
Section titled “Expressing the Problem from the User’s Perspective: User Stories”User stories describe a feature from the user’s point of view using three parts:
- Role → “As a…”
- Need → “I want to…”
- Benefit → “So that I can…”
Example:
“As an indecisive traveler, I want to be able to change my train tickets so that I can better adapt to my schedule.”
Final Summary
Section titled “Final Summary”- The Define phase helps analyze and synthesize research results gathered during the Empathy phase.
- Tools like the Empathy Map and the Customer Journey Map help visualize issues.
- The 5 Whys Method identifies the root cause of a problem.
- A clear problem statement guides the next phase (Ideation).
- The How Might We and User Stories methods reframe problems into innovation opportunities.