Uploaded byRoman Schöneboom
To get the right answer, ask the right question - Problem Framing
The document discusses the importance of simplifying complex problems through effective problem framing, focusing on people, props, and processes. It highlights the significance of understanding both the frontstage and backstage elements of service delivery to identify and articulate key problems. A structured problem framing process is proposed, emphasizing the need to shift perspectives and prioritize design challenges to arrive at the right solutions.
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To get the right answer, ask the right question - Problem Framing
- 1. Problem Framing To getthe right answer, ask the right question Roman Schoeneboom
- 2. Reducing complexity: Problemframing introduction We are living in a complex world The most important rule of the 21st century is simplify, simplify, simplify. Your mailbox is full. Unread magazines and books are piling up. 30k photos on your smart phone are waiting to be sorted. The complexity of our environment is rising. No wonder why in the last years designers tried to establish the mantra: reduce complexity. With modern floods of information we humans want a better overview and faster way to absorb. Pages filled with content are reduce to 140 symbols tweets. And election campaigns are reduced to one-phrase- visions. Complicated business strategies are being summarized to one pager presentations.
- 3. The importance offraming Focusing on people, props, and processes Includes anyone who creates or uses the service, as well as individuals who may be indirectly affected by the service. Employees Customers Fellow customers Partners
- 4. The importance offraming Focusing on people, props, and processes Refers to the physical or digital artifacts (including products) that are needed to perform the service successfully. Physical space, i.e. storefront Digital environment, i.e. app Objects and collateral Physical products
- 5. The importance offraming Focusing on people, props, and processes Are any workflows, procedures, or rituals performed by either the employee or the user throughout a service. Withdrawing money (ATM) Getting an issue resolved Interviewing a new employee Sharing a file
- 6. The importance offraming Understanding the context Frontstage Describes everything the audience can see (in front of the curtain): the actors, costumes, orchestra, set, etc. Channels Products Touchpoints Interfaces
- 7. The importance offraming Understanding the context Backstage Describes a whole ecosystem behind the curtain: the director, stage hands, lightning coordinators, set designers, etc. Policies Technology Infrastructures Systems
- 8. © Khaled Reese(www.pexels.com) The importance of framing None of the frames we saw have been wrong. It is just a question which one is more important or relevant... or true.
- 9. Framing a problemto find the right solution An ideal problem framing process PROBLEM DISCOVERY BUSINESS CONTEXT USER PERSPECTIVE BUSINESS-TO- USER MAPPING PROBLEM RE- FRAMING © Jay Malone (New Haircut)
- 10. Framing a problemto find the right solution A problem framing process which is more likely A GIVEN CAUSE, ISSUE, OR ASSUMPTION EXPANDING THE PROBLEM SPACE PRIORITIZE AND SHARPEN DEFINE A NEW KEY PROBLEM IMAGINE
- 11. Shifting the perspective Problem space Solution space Problem Framing Specific solution Broadgroup Well defined space Specific user group e.g. Credit card with 2000£ spending limit e.g. Digital payment platform savings and money transfer options e.g. Geographic and/ or demographic segmentation e.g. Persona and/or customer profile (40-50 year old male regular saver)
- 12. Shifting the perspective:Agile process Tesco Returns Emma Parnell To move from pre-discovery to discovery they needed ∙ a well formed and prioritised design problem ∙ to know is part of the discovery team ∙ to know who the stakeholders are HOW THE PROBLEM STATEMENT WAS BUILT How might we help customers feel confident taking clothes they bought online back in-store? Phrase a statement Clearly define steps Check against steps Phrase a statement Check against stepsPhrase a statement against steps PRE-DISCOVERY Period of problem framing sessions FROM PRE-DISCOVERY TO DISCOVERY
- 13. Shifting the perspective:Scoping Tesco New Families Customer Department Mission Channel Step Roshni Mayers Wicks Carol Dawn Groceries Bank Mobile Fashion Non-foods Main shop 2-3 day shop Top-up shop Dinner tonight Food for now Large store Small store Online Call center Delivery Discover Shop Buy Use Help Scope option M How might we make it easier for young families with children aged 1-4 to do their main grocery shop in-store? Ryan Kane and Lucy Stewart HOW THE PROBLEM STATEMENT WAS BUILT Phrase a statement Review with WHO, WHAT, HOW, WHERE Re-phrase statement
- 14. Shifting the perspective:Scoping Tesco New Families Customer Department Mission Channel Step Roshni Mayers Wicks Carol Dawn Groceries Bank Mobile Fashion Non-foods Main shop 2-3 day shop Top-up shop Dinner tonight Food for now Large store Small store Online Call center Delivery Discover Shop Buy Use Help Scope option S How might we make it easier for young families with children aged 1-4 to do their main grocery shop in-store? Ryan Kane and Lucy Stewart HOW THE PROBLEM STATEMENT WAS BUILT Phrase a statement Review with WHO, WHAT, HOW, WHERE Re-phrase statement
- 15. To get theright answer ask the right question Roman Schoeneboom © Khaled Reese (www.pexels.com) Thank you.