Problem Framing

What is Problem Framing?

Problem Framing is the process of identifying and articulating the essence of a problem that a product or design solution needs to address. This is a very important step in the early stages of the design process (usually situated between Empathize and Define in Design Thinking), ensuring that we are focusing on the right problem, rather than just seeking a solution for a misinterpreted or incomplete issue.

Why is Problem Framing important in UX/UI?

One common mistake designers make is to "jump to solution" – diving directly into design without truly understanding what problem the user is facing. When you frame the problem incorrectly, any subsequent solutions – no matter how beautiful or smooth they may be – won't create real value.

Problem Framing helps:

• Narrow and direct the design thinking: Focus on the right objectives needed by the users.

• Understand the context and ecosystem of the problem.

• Avoid wasting resources on unnecessary solutions.

Tools for framing:

• How Might We (HMW) questions

• Point of View (POV) statements

• 5 Whys to trace the root cause

Example

A ride-hailing app is facing the issue of users cancelling rides.

• If the problem is framed incorrectly as: “Users are not committed when booking rides,” you might think of imposing a penalty for cancellations.

• However, if you research further, you discover users cancel because they don’t know how long it will take for the driver to arrive.
  👉 At this point, you reframe it: “Users need reassurance and clear updates on the ride booking process.”
  A suitable solution could be: improving the experience of displaying arrival times, car icons, or supporting real-time chat.

Expert opinion

According to Nielsen Norman Group, correctly framing the problem is a key factor in ensuring the design process creates value. Don Norman also emphasizes in The Design of Everyday Things: "The task is not to create a perfect solution, but to ensure you are addressing the right problem."