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MSIN0024 Design

This document discusses writing problem statements for design thinking projects. It provides guidance on identifying target users and their problems, formatting problem statements, turning problem statements into "how might we" questions to guide idea generation, and tips for selecting design challenges. Problem statements should describe a user's struggle and include the user and their problem, not the designer's problem. They should be written collaboratively and iteratively tested as understanding of the problem evolves. The goal is to identify an actionable problem that can be addressed through design.

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Natalie Chan
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37 views10 pages

MSIN0024 Design

This document discusses writing problem statements for design thinking projects. It provides guidance on identifying target users and their problems, formatting problem statements, turning problem statements into "how might we" questions to guide idea generation, and tips for selecting design challenges. Problem statements should describe a user's struggle and include the user and their problem, not the designer's problem. They should be written collaboratively and iteratively tested as understanding of the problem evolves. The goal is to identify an actionable problem that can be addressed through design.

Uploaded by

Natalie Chan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MSIN0024 Design

Week 2. Design Thinking


Writing a Problem Statement
Davide Ravasi
UCL School of Management
Why We Write Problem Statements

The first step to solve a problem is asking the right questions.

To make sure we are tackling an actual need that exists in the world,
we must take the time to write a clear problem statement:

What problem are we solving,


for whom, and why?
Problem Statement

Problem statements can be written in a few different


ways. Try using this format to describe a user’s problem:

[Target users] struggle to [accomplish some task]


because of [blockers, limitations, complications, etc.]

[i.e.: Single people struggle to find a partner during the pandemic


because ordinary meeting places (bars, gyms., etc.) are closed]
How might we question?
Once you have formulated a problem statement, you can
rephrase it in a more actionable way, as a question:
“How might we help [target users] [accomplish their task]?”

Design research will help you learn more about motivations


and blockers, to redefine your problem statement to guide
idea generation.
Problem Statement
Three tips for success

1. Problem statements should always include a user and


THEIR current problem, not yours
2. Problem statements should be written collaboratively,
with all members of a team who have relevant expertise
3. Problem statements should be FLEXIBLE and ITERATIVE as
you learn more about your users and their current state
What Next?
• Identify a design challenge
• Motivate the importance of the problem (facts and
figures)
• Make sure no solutions are already available (or clearly
explain why they do not work)
• Formulate a clear problem statement
• Do NOT propose solutions (or I will rain fire and brimstone
onto you J)!
Tips to Select a Design Challenge
• Focus on specific target user group (Who?)
• Focus on specific need/problem (What?)
• Focus on specific circumstances (When? Where?)
[Design research will help you understand better the How? and Why?]

• Can you realistically design a solution? Avoid problems that are too
big, too complex, or too technical.
• Just because you have not thought long enough, it does not mean
that solutions are not already available
IMPORTANT!!!
• Choose a problem that you can build a project around
(remember the shopping cart?)

• You will not be evaluated (only) on the goodness of the solution,


but on the quality of the PROCESS (research, insights,
prototyping).

• Design research will be fundamental to make a convincing case


for the proposed solution
It’s hard to get problem statements
right the first time…
…but that’s OK, because it’s meant to
be an iterative process
Design Challenge and Problem Formulation

During the space race, Nasa had to work out how to deal with
the fact that ballpoint pens relied on gravity to work by
dragging the ink down the tube and on to the page.

Fisher, a pen company, developed the “space pen”, which used


pressurised air in a sealed cartridge to force the ink out of the
front. It could not only work in space, it would write upside
down on earth, or even underwater, at temperatures from -
35C (-31F) to 120C (248F).

The Russians used a pencil.

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