Problem framing

Problem framing is a critical phase in the UX design, and overall product development process. It involves defining and understanding the core issues or challenges that a design project aims to address. By framing the problem accurately, we can ensure we focus on the right areas and create solutions that truly meet user needs. Without this step, there is a risk of designing a solution that does not benefit the business or is not directly relevant to the user.

If business problems are overlooked, it becomes harder to drive growth, improve operations, or build customer loyalty. If customer needs are ignored, the product will fail to address real user problems and lack empathy. A strong problem framing session balances both perspectives, ensuring the design process delivers value for the organisation and a positive customer experience.

Another key part of this workshop is understanding when certain problems should be addressed. It is unrealistic to solve all issues for the minimum viable product (MVP), as this often means spreading resources too thin and solving nothing thoroughly.

To avoid this, we discuss which problems occur most frequently and how severe they are. For example, in a retail business, a high-severity challenge might be that users frequently abandon checkout due to confusing payment steps. A lower-priority issue might be minor inconsistencies in button styling. Prioritisation creates a long-term roadmap that outlines when each challenge will be tackled. This ensures that during the define and design phases, we can dedicate focused attention and resources to solving the most critical problems first.

The problem framing workshop is a collaborative brainstorming session that brings together stakeholders, designers, and other relevant team members to define and understand the core problem a project aims to address. We have built the workshop based on our experience and best practices, guiding participants through a structured process to uncover key challenges.

When exploring business challenges, we aim to capture issues that, if solved, could lead to significant improvements in operations, performance, or innovation. These might include inefficiencies in internal workflows, costly errors in data entry, or missed market opportunities.

In the user challenges section, we focus on problems from the customer’s perspective. This shift helps teams avoid assumption-driven decisions. Examples might include users struggling to find important information, confusion during onboarding, or frustration with slow-loading pages. Identifying and addressing these issues can increase empathy, improve user satisfaction, and provide a competitive advantage through a better overall customer experience.

By the end of the workshop, there is often a long list of challenges. To make sense of them, we chart the frequency and severity of each. This allows us to see priorities clearly and distinguish between short-term actions and long-term ambitions. This exercise is not only useful for shaping the MVP but also for creating a vision for future product iterations and strategic planning.

By the end of the workshop, the team will have a shared understanding of the problem space, helping to make informed decisions at the moments they matter most. 

Problem framing is not a one-time exercise. It evolves as new customer insights and feedback emerge. Taking a thoughtful, structured approach at the outset builds a strong foundation for the entire UX strategy, increasing the chances of creating impactful, user-centred solutions.

• A clearly defined problem statement that aligns with both business goals and user needs, strengthening your value proposition
• A prioritised list of challenges, distinguishing between MVP requirements and future enhancements
• A shared understanding among stakeholders of the problem’s scope and impact
• A roadmap for addressing challenges in order of severity and frequency
• Greater empathy for users, leading to improved customer experience
• A more focused and effective design process that supports long-term business success