Introduction to Human Centred Design (HCD) and the Power of Problem Defining

Get a clear, actionable problem statement to steer your entire journey and get you focused on the challenge.

You will:

Identify the real problem to solve and cut through assumptions.
Create a sharp problem statement to guide your next steps.

EXPLORE

1

DEFINE

2

DISCOVER

3

CREATE

4

TEST

5

DO

Ready to Get Laser - Focused? Let’s Define Your Business Problem!

Hey there, future innovator! Welcome to the Define stage of Human-Centred Design (HCD), where everything begins. Whether you’re building the next big app or launching a ground breaking service, the success of your idea depends on how clearly you understand the problem you're solving.

HCD is all about connecting your solutions to the real needs of your customers, and that starts with defining the right problem. This phase is your foundation—the clearer you are about what you're solving, the stronger your solutions will be. Let’s dive in and make sure you’re not just working hard, but working smart by tackling the issues that truly matter. Ready to get started?

Why Defining Your Problem is the Key to Success

Picture this: you’ve got a great idea, and you’re ready to take over the world. But wait - are you solving the right problem? Because if you’re not, you could end up like those businesses that spend big bucks on solutions nobody needs.

Yikes!

Save Big:

When you clearly define the problem, you avoid throwing time, money, and energy at things that won’t work.

Happy Customers:

Your customers get exactly what they need, which means more sales and rave reviews.

Unlock New Opportunities:

By understanding the real issue, you might stumble upon even better ideas that set your business apart.

The Pitfalls of Problem Defining
(And How to Dodge Them)

Let’s be real—it’s easy to get tripped up here. But don’t worry, we’ve got your back! Here are some common traps and how to sidestep them:

Chasing Symptoms Instead of the Cause:

It's like treating a fever without figuring out what’s causing it. Your business problem might seem obvious, but dig deeper!

If sales are dropping, is it because your product needs a facelift, or is your marketing missing the mark?

Letting Bias Lead the Way:

We all have blind spots. Don’t assume you know the problem just because it’s what you think it is. Challenge your assumptions and be ready for surprises.

Skipping the Customer Check-In:

If you’re not talking to your customers, you’re missing the point. They’re the ones using your product, so get their take before jumping to conclusions.

Case Study: Airbnb – From Empty Rooms to Global Phenomenon

Airbnb is a classic example of a business that nailed the problem-defining stage. When founders Brian Chesky and Joe Gebbia first launched the platform, they thought their problem was helping people rent out extra space.

But after talking to users, they realised the real problem was people’s fear of staying in a stranger’s home.By digging deeper, Airbnb redefined their problem as: "How do we build trust between hosts and guests?" This insight led to key features like guest reviews, host verification, and secure payments.

The result? Airbnb became the global giant we know today, revolutionising the travel industry by solving the right problem.

Guided Activity:
Define Your Problem in 3 Simple Steps

Ready to get started? Let’s go!

1 Step 1: Identify a Challenge

What’s bugging your business right now? Write down the challenge in a single sentence. Keep it simple.

2 Step 2: Use the 5 Whys

The 5 Whys Technique:

Take that challenge and ask "Why?" five times. This will help you drill down to the root cause.

Simple but powerful. Keep asking "Why?" until you hit the root of the issue. It’s like peeling an onion, but way more satisfying.

Problem: Our app’s user engagement is low.
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Why? Users say the interface is confusing.
Why? They struggle to find key features.
Why? The menu layout is cluttered.
Why? We didn’t test different designs before launch.
Why? We assumed our design was intuitive. Boom—there’s your root cause!

3 Step 3: Create a Problem Statement

Now, pull it all together into clear problem statement. Who’s affected? What’s the problem? Why does it matter? Write it out—this is your roadmap to success.
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Grab a piece of paper or an online template, and map out your problem. Who’s affected? What’s the problem? Why does it matter? This visual tool keeps things clear and focused.

Pro Tip: Not sure if you’ve nailed it? Share your problem statement with a colleague or friend and see if it clicks. Fresh eyes can make a big difference.

Hack it with Free tools.

Google Trends: Check out what people are searching for related to your business. It can help you spot pain points you didn’t even know existed.
SurveyMonkey or Google Forms: Run quick surveys to gather customer insights. It’s fast, easy, and can uncover the real issues.
Social Media Listening: Use free tools like Hootsuite or even just search X (Twitter) to see what your customers are saying. Real-time feedback at your fingertips!

You’ve completed the Define Section:
Ready for Discovery!

Guess what? YOU DID IT!
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You’ve successfully defined your problem. You should feel a sense of clarity and confidence about where you’re headed—the pieces are coming together.
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Onwards! Next up, Discovery—where we’ll validate that problem statement with real customer insights and uncover exciting opportunities for your business.

GO TO DISCOVER