Ask the right question - Problem Framing 2.0
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Slide deck for Virtual Class on Problem Framing, offered as free COVID-19 initiative by Service Design Network Academy.
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Ask the right question - Problem Framing 2.0
- 1. Ask the right question Problem Framing 2.0 A Virtual Class by Roman Schoeneboom Welcome.
- 2. Today’s agenda TODAY WE ARE COVERING × The world in transition × The importance of framing × Ideal vs. realistic framing processes × Shifting the perspective × 3 case studies × Problem framing exercise × Reflection × Wrap-up and thank you
- 3. © Khaled Reese (www.pexels.com)© Khaled Reese (www.pexels.com) The world in transition × Living in a complex world × Old management vs. new management × New types of problems
- 4. The world in transition: Living in a complex world We are living in a complex world Your mailbox is full. Unread magazines and books are piling up. 30k photos on your smart phone are waiting to be sorted. We are in the age of the customer × A focus on customer experience is the competitive advantage on the market × Forrester research reveals that one needs 12 positive experiences to get rid off 1 negative one
- 5. The world in transition: Old management vs. new management The old management mindset no longer works Process optimization Waterfall method Control & predictability Managing siloes People at heart Agility and complexity Uncertainty Culture of collaboration
- 6. The world in transition: New type of problems We are facing problems that are Open & dynamic Complex © Zhang Kaiyv (www.pexels.com) They have fuzzy or no boundaries & they are constantly changing e.g. a city They have many elements that are related to each other e.g. a hospital Networked © Pixabay (www.pexels.com) © Skitterphoto (www.pexels.com) There are many dependencies between stakeholders e.g. an airport
- 7. The importance of framing × Framing, research, and prototyping × Understanding the context © Khaled Reese (www.pexels.com)
- 8. The importance of framing Understanding context of people Includes anyone who creates or uses the service, as well as individuals who may be indirectly affected by the service. Employees Customers Partners
- 9. The importance of framing Understanding context of props 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
- 10. The importance of framing Understanding context of 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
- 11. The importance of framing 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
- 12. The importance of framing Understanding the context Backstage Describes a whole ecosystem behind the curtain: the director, stage hands, lightning coordinators, set designers, etc. Policies Technology Infrastructures Systems
- 13. × Ideal vs. realistic problem framing process × Problem framing in the design process × Shifting the perspective © Khaled Reese (www.pexels.com) Framing a problem to find the right solution
- 14. Framing a problem to find the right solution An ideal problem framing process PROBLEM DISCOVERY BUSINESS CONTEXT USER PERSPECTIVE BUSINESS-TO- USER MAPPING PROBLEM RE- FRAMING © Jay Melone (www.newhaircut.com)
- 15. Framing a problem to 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
- 16. The importance of framing Problem framing in the design process Empathize Define Ideate Prototype Test × Framing sits within the first 2 steps of a design process Prototyping Solution validation Framing Problem validation Research Who What Why Where × Who actually has this problem? × What is the nature of the problem? × What's the impact on the customer? × Where does this problem arise?
- 17. The importance of framing Problem framing in the design process Empathize Define Ideate Prototype Test × Framing sits within the first 2 steps of a design process Prototyping Solution validation Framing Problem validation Research Defining a point of view I have met ... (a person) I was surprised to learn ... It would be innovative to ...
- 18. Shifting the perspective Problem space Solution space Problem Framing Specific solution Broad group Well defined space Specific user group e.g. Credit card with 2000£ spending limit e.g. Digital payment platform with 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)
- 19. × The framing exercise reflects an realistic problem framing process × Trust the process and do it step by step Problem framing exercise Problem framing in 5 steps We are going to work through this template A GIVEN CAUSE, ISSUE, OR ASSUMPTION EXPANDING THE PROBLEM SPACE PRIORITIZE AND SHARPEN DEFINE A NEW KEY PROBLEM
- 20. Virtual Class Ask the right question Problem Framing 2.0 Roman Schoeneboom Thank you.