The Problem Framing Phase of Design Thinking: How to Use the 5 Whys Methodology to Uncover Root Causes
In my previous article, “The Ideation Phase of Design Thinking: 3 Strategies For Choosing the Best Ideas That Will Succeed In The Market,” I explored the importance of ideation in design thinking and shared strategies for selecting the best ideas. However, before we can ideate solutions, we need to define the problem we’re trying to solve. This is where problem framing comes in – a critical phase of design thinking that requires a deep understanding of the challenge at hand. In this article, I’ll dive into the problem framing phase and introduce the 5 Whys methodology, a powerful tool for uncovering root causes and defining meaningful problems.
The Importance of Problem Framing
Problem framing is the process of defining and articulating the problem you’re trying to solve. It’s a crucial step in design thinking because it sets the stage for the entire innovation process. According to a study by the Harvard Business Review, poorly defined problems can lead to ineffective solutions and wasted resources (Harvard Business Review, 2019). On the other hand, well-defined problems can lead to innovative solutions that meet the needs of users.
The 5 Whys Methodology: A Tool for Uncovering Root Causes
The 5 Whys methodology is a simple yet powerful tool for problem framing. It involves asking “why” five times to drill down to the root cause of a problem. This technique was first developed by Sakichi Toyoda, the founder of Toyota, and is widely used in lean manufacturing and design thinking.
Here’s how it works:
1. Ask the first “why” to identify the surface-level problem.
2. Ask the second “why” to understand the underlying cause of the problem.
3. Ask the third “why” to identify the root cause of the problem.
4. Ask the fourth “why” to understand the systemic issues contributing to the problem.
5. Ask the fifth “why” to identify the underlying assumptions or biases that may be driving the problem.
Example: Using the 5 Whys Methodology to Uncover Root Causes
Let’s say we’re trying to solve the problem of low customer engagement on our website. Here’s how we might use the 5 Whys methodology to uncover the root cause:
1. Why are customers not engaging with our website? (Answer: They’re not finding what they’re looking for.)
2. Why are customers not finding what they’re looking for? (Answer: Our search function is not user-friendly.)
3. Why is our search function not user-friendly? (Answer: We haven’t invested in improving the algorithm.)
4. Why haven’t we invested in improving the algorithm? (Answer: We don’t have the necessary resources or expertise.)
5. Why don’t we have the necessary resources or expertise? (Answer: We’ve been prioritizing other projects and haven’t allocated sufficient budget for this initiative.)
By asking “why” five times, we’ve uncovered the root cause of the problem – a lack of resources and expertise. This allows us to define a more meaningful problem statement and develop targeted solutions.
Applying the 5 Whys Methodology in Real-World Scenarios
The 5 Whys methodology can be applied to a wide range of problems, from product design to service delivery. By using this technique, you can uncover root causes and develop solutions that address the underlying issues.
Let me ask though, have you ever heard of this methodology?
If you have, what’s Your Experience with Problem Framing and the 5 Whys Methodology?
As someone who’s worked extensively with design thinking and innovation, I’d love to hear about your experiences with problem framing and the 5 Whys methodology.
Share your thoughts in the comments below!
Dr. Aderinsola Adio-Adepoju
Sustainability | Innovation & Entrepreneurship | Global Opportunities | Employability Skills