From Chaos to Clarity: Framing the Problem to Design for Fit.

In the dynamic field of design, the framing phase holds immense significance as the cornerstone of a successful project. It is during this pivotal stage that I employ a comprehensive approach, encompassing stakeholder analysis, problem definition, and strategic thinking. By skillfully navigating these aspects, I unravel the true essence of design challenges, enabling me to craft innovative solutions.

In the framing process, stakeholder analysis takes center stage, allowing me to identify and understand the perspectives, needs, and goals of those who will be impacted by the design project. By considering all stakeholders, I ensure a holistic approach that considers diverse viewpoints and fosters collaboration. Moreover, problem definition is a key element of framing, enabling me to articulate the core problem or design challenge, specify desired outcomes, and establish the project's scope. This clarity paves the way for focused and targeted design efforts.

Research planning is another crucial aspect of framing, as it sets the stage for gathering insights and conducting meaningful investigations. By meticulously planning research objectives, methods, and activities, I ensure that data collection aligns with project goals and adheres to a well-defined timeline.

However, in certain projects, there may be limited knowledge about the area under research and design. For instance, specific users or stakeholders may not have been identified, or the potential impact of the design may be uncertain. As a result, conducting a stakeholder analysis and targeting a user for project framing becomes challenging. Similarly, insufficient understanding of the lives, behaviors, problems, and challenges faced by a user group hinders the process of problem definition, as the problem itself remains unknown. This prevalent situation is what designers commonly refer to as the 'ambiguity' they encounter.

In this blog post, I hope to demonstrate how I’ve approached this ambiguity in the design framing process when embarking on a new project.

Navigating the Unknown: Foundational Research for Effective Framing

Design is an iterative process that requires adaptability and flexibility. While the traditional design process follows a linear path, there are situations where it becomes necessary to take a step forward and conduct foundational research before officially framing the project.

Foundational research plays a crucial role, especially when there is limited knowledge about the user group or subject at hand. By delving into this initial research phase, designers gain valuable insights, identify key stakeholders, and uncover potential challenges and opportunities. This empowers them to approach the framing stage with a deeper understanding and create a more informed and comprehensive project scope.

Throughout my experiences as a student, intern, and consultant, I have often applied this approach when entering unfamiliar industries. Foundational research has proven instrumental in establishing a solid groundwork for the project, laying the foundation for success in subsequent design phases. It provides valuable context, helps identify relevant stakeholders, and informs potential design directions, ultimately leading to more effective and impactful outcomes.

One notable example is my work with Motorola. The project was initially framed as exploring "the future of forms," but with limited guidance regarding target users, timeframe, and constraints. To address this uncertainty, I started with internal foundational research, consulting subject matter experts to gain reliable insights into the landscape. This research allowed me to develop a stakeholder map and conduct a thorough stakeholder analysis during the framing stage.

Motorola Solutions

A stakeholder map created from preliminary research that helped to inform the projects scope and framing. See project here.

By mapping out the work streams and understanding the ecosystem, I discovered that police officers were the primary users of forms, experiencing significant pain points that had far-reaching consequences for other stakeholders. This crucial finding informed the scoping of the project, enabling a focused research and design approach to have the greatest impact. Therefore, the framing stage moved forward with a problem statement focused on helping forms align with officers' preferred workflows, reducing time spent while increasing accuracy.

With a clear problem statement in place, the most appropriate research methods to gain further insights and refine the design approach can be determined. This thoughtful progression from foundational research to framing allowed us to build a solid foundation and maximize the potential of the subsequent design efforts.

In summary, embracing foundational research as a precursor to framing is a strategic approach when faced with uncertainties in the early stages of a project.

One effective way to conduct preliminary research during the foundational stage is by engaging with internal subject matter experts. This approach offers numerous advantages, including being cost-effective and readily accessible within the organization. This collaboration with internal experts enhances the depth and quality of the foundational research, providing a solid basis for framing, before going out and conducting in depth research with real users.

By investing time and effort in gathering insights, understanding stakeholders, and scoping the project effectively, designers can set the stage for successful design outcomes that address real needs and deliver meaningful impact.

Leading with Hypotheses: Structured Approaches to Informed Framing

Design processes can benefit from a structured and hypothesis-driven approach, particularly when there is already a solid foundation of knowledge to inform the framing of a project. This method involves starting with a hierarchy of hypotheses that can be distilled into learning cycles, guiding the research planning and validation process.

During my time on the New Business Innovation team at a large office manufacturer (see project here), we encountered a specific challenge: users were not purchasing furniture at the desired conversion rates, which was attributed to their uncertainty surrounding return-to-office strategies in the wake of the pandemic. This insight became the overarching hypothesis that set the stage for further investigation.

To address this challenge comprehensively, I formulated over 60 additional hypotheses, covering various aspects such as the level of customer hesitancy, reasons for uncertainty, specific product factors influencing hesitation, and potential influences or services to alleviate their concerns. These hypotheses were organized and ranked in an Excel table based on their perceived importance, impact on the project's progression, and urgency for uncovering them.

The hypotheses were then grouped into learning cycles, with each cycle representing a set of interrelated hypotheses. By assigning an overall score to each hypothesis, I prioritized their exploration within the learning cycles. With the hypotheses identified for each cycle, I selected the most suitable research methods to investigate and validate them. This systematic approach formed the foundation of the research plan, enabling the path of a focused and informed path toward effective framing.

By leading with hypotheses and structuring the research process accordingly, I was able to validate key assumptions, uncover valuable insights, and guide subsequent design decisions. This method not only provides a clear framework for exploration but also ensures that research efforts are aligned with the specific goals and priorities of the project.

Working with Users: Letting Them Define Their Problems and Frame the Project through Participatory Design

Design is a collaborative and inclusive process that thrives on involving the end users in shaping the problem definition and framing of a project. By inviting users to actively participate in the design process, their unique perspectives, diverse experiences, and individual needs can be acknowledged and addressed in a more meaningful way.

A compelling case study exemplifying this approach was a project centered around understanding the challenges individuals with breasts face when it comes to wearing bras (see project here). To ensure a comprehensive exploration, I deliberately sought participants from diverse backgrounds, including those with breast cancer, individuals who had undergone reconstructive or cosmetic surgery, post-menopausal women, young women, individuals with asymmetrical breasts, transgender individuals, and nursing mothers, among others. Each participant brought forth their distinct set of problems, needs, and priorities, highlighting the complexity and variability of experiences.

By engaging these users in the framing process, we embarked on a journey of generative design that centered on their voices and needs. I recognized that a one-size-fits-all approach would not suffice, and instead, a holistic understanding of identity, body, self-perception, beliefs, attitudes towards outward impressions and appearance, and acceptance within social groups needed to be considered. Furthermore, I acknowledged the importance of addressing the mental, emotional, and physical well-being of individuals, going beyond mere functional considerations.

Through a series of participatory design sessions, a safe and open environment where users felt empowered to share their stories, perspectives, and challenges was created. These insights guided the framing of the project, allowing us to prioritize individual needs while accounting for the wider context in which bra-wearing takes place.

By involving users in the framing process, a deep understanding of their unique struggles is not only gained, but a sense of ownership and collaboration is fostered. This approach ensured that the design process was grounded in empathy, respect, and inclusivity, resulting in solutions that resonated with the lived experiences of the users.

Working alongside users to define the problem and frame the project through participatory design proved to be transformative. It enabled us to challenge assumptions, explore diverse perspectives, and co-create solutions that are meaningful, relevant, and impactful. By placing the users at the heart of the design process, I fostered a sense of empowerment and ownership, ultimately leading to more inclusive and user-centric outcomes.

Conclusion: Embracing Strategic Approaches for Effective Framing and Planning

In conclusion, the framing phase of a design project plays a pivotal role in setting the stage for success. It is a dynamic process that requires adaptability and a thoughtful approach to navigate uncertainties and complexities. Throughout my experiences in various design projects, I have employed strategic approaches to framing that have yielded impactful outcomes.

By embracing foundational research as a precursor to framing, I have been able to gain valuable insights, understand stakeholders, and establish a solid groundwork for subsequent design efforts. This approach is particularly beneficial when facing limited knowledge about the user group or subject matter. It ensures that the framing is informed, comprehensive, and aligned with the needs and expectations of the stakeholders involved.

Additionally, leading with hypotheses and employing a structured approach to research planning has been instrumental in guiding the framing process. This method allows for the validation of key assumptions, the exploration of diverse perspectives, and the prioritization of research efforts. By developing a hierarchy of hypotheses and organizing them into learning cycles, I have been able to conduct targeted investigations and make informed design decisions.

Furthermore, involving users in the framing process through participatory design has proven to be transformative. By inviting users to define their problems and shape the project, their unique perspectives and individual needs are acknowledged, fostering a sense of ownership and collaboration. This inclusive approach ensures that the design process is grounded in empathy and addresses the real challenges and aspirations of the end users.

Research planning, as an integral part of framing, ensures that data collection aligns with project goals and adheres to a well-defined timeline. By meticulously planning research objectives, methods, and activities, I prioritize research efforts and gather the necessary insights to inform subsequent design phases effectively.

In conclusion, these strategic approaches to framing have allowed me to navigate ambiguity, harness the power of collaboration, and develop user-centric solutions. By investing in stakeholder analysis, problem definition, foundational research, hypothesis-driven exploration, and participatory design, I have been able to craft innovative solutions that address real needs and deliver meaningful impact.

As a designer, I remain committed to approaching the framing phase with rigor, creativity, and a user-centric mindset. By continuously refining and adapting these strategic approaches, I strive to unravel the complexities of design challenges and create transformative experiences for both stakeholders and end users.