Design Thinking (DT) is a methodology focused on the human being for innovation. It consists of a set of tools and actions aimed at designing a solution to a concrete problem, always putting the emphasis on the design and, fundamentally, on the user. Design Thinking seeks to generate solutions to the problems that people face with products and services, doing so in an innovative and creative way.
Within the Design Thinking process, the Define phase is essential. It allows establishing the focus of action and framing the problem for which solution alternatives will be sought. This stage occurs after the Empathize phase, where information about the users is collected. It is crucial to delimit and specify the challenge to be addressed, understanding it as a “design opportunity”. The correct formulation of the problem is truly important to ensure that time and money are not spent developing products or services that nobody really needs.
2.1.1. Empathic, challenging, and operable definition of the problem
The Define stage in Design Thinking is characterized by ensuring that the understanding of the problem is deep and centered on the person.
Empathic Definition (User-Centered)
Design Thinking is a human-centered (Human Centered Design) approach to innovation, and the customer or user is the fundamental axis of the entire creative process.
The objective of the previous phase, Empathize, is to achieve a deep understanding of people’s needs, challenges, and problems. Empathy is crucial, as it allows design thinkers to set aside their own assumptions to gain real insight into users and their needs. The Define phase is responsible for organizing and analyzing the information collected during the Empathize stage to determine the context and needs of the people involved.
Challenging and Operable Definition
Once an empathetic understanding is attained, defining the problem involves reframing the challenge, so that it transitions from being a problem to being an opportunity for designing a solution.
This reframing is ideally achieved through the question technique “How might we…?” (HMW). This phrasing suggests that a solution is possible and opens up the exploration of many diverse ideas. For the definition to be challenging and operable, the question must meet certain criteria:
- It must have focus (it should not be too broad).
- It must allow the exploration of many diverse ideas (it should not be too specific or suggest a solution).
- It must focus on the desired outcome, not the solution.
- The question must be stated positively (what is desired to be achieved versus what is to be avoided).
The recommended format for an actionable and focused definition is: “How might we [possible experience] to [users] in order to [expected result or goal]”. This operational definition helps the design team gather ideas to establish features, functions, and other elements to solve the problem.
2.1.2 Problem Definition Techniques: insights of the problem, Kano Model, value creation of the customers (Pain, Gains, Delight) Point of view Technique (POV)
The Define phase utilizes various tools to synthesize and structure the findings from the Empathize stage.
Problem Insights
The Design Thinking process is leveraged by tools that help discover the insights or “findings” necessary for the project’s success. Insights emerge upon interpreting and relating the data collected during need research.
One technique used to discover these findings is the Synthesis or Categorization Wall (Muro de síntesis o categorización). After investigation, information (data, verbatim quotes, photos, etc.) is posted on a wall to be organized and grouped into meaningful categories (such as audience segments, common problems, or emotions). After analyzing these categories, the main findings are written down, ideally using self-explanatory synthesis sentences that contain a subject and a predicate.
Another technique that promotes deep reflection to identify underlying causes and assumptions of a problem is the 5 Whys (Los 5 por qué). By repeatedly asking “Why?” to each successive answer, one delves into the underlying reasons for the situation or problem, which facilitates a broader and more empathetic understanding.
Point of View Technique (POV)
The Define phase requires investigation, observation, understanding, and creating a point of view. The Define stage focuses on analyzing observations to define core problems, leading to the formulation of a user-centric problem statement. This formulation is then translated into opportunity questions using the “How might we…?” structure.