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Stage 2 · Lesson 11 of 13

Problem statements and opportunity statements

Framing the problem so the team agrees on what they are solving.

  • Beginner
  • 30 min
  • 3 check questions
  • Exercise: 30 min

By the end of this lesson you can

  • Write a problem statement that is grounded in evidence and free of solutions.
  • Reframe problems as opportunities using "How might we" questions.
  • Choose the right scope for a problem: neither too broad nor too narrow.

The idea

After research, you need to say clearly what problem you are solving. A problem statement is a short description of who has the problem, what it is, why it matters, and what evidence you have.

A simple structure

[User] needs a way to [need] because [insight]. We know this because [evidence]. This matters because [impact on users and business].

For example: "Shift workers need a way to book GP appointments outside office hours because they cannot call at 8am when slots are released. Six of eight participants described missing out repeatedly. Unbooked patients end up in A&E, which costs far more."

No solutions inside

"Users need an app to book appointments" hides a solution in the problem. Keep the statement about the need so the team can explore different answers, some of which may not involve screens at all.

How might we

A "How might we" (HMW) question turns a problem into an invitation to ideas: "How might we let shift workers secure an appointment without being free at 8am?" Good HMWs are broad enough to allow many solutions and narrow enough to give direction. "How might we fix healthcare?" is too broad; "How might we add a booking button?" is too narrow.

Why it matters in real projects

A clear problem statement aligns the whole team on what success means before anyone draws a screen. It makes ideas easier to evaluate ("does this solve the stated problem?"), stops the project drifting, and makes your reasoning easy to show in a case study. Many failed projects solved a problem nobody had stated clearly.

A realistic example

A university's student app team starts with the brief: "Build a timetable feature." Research shows students already have timetables; what they lack is knowing when a room has changed. Students arrive at the wrong building several times a term.

The designer writes: "First-year students need to know about last-minute room changes because the current email arrives too late and gets buried. Nine of twelve students missed at least one class this term. Missed classes are linked to dropping out in the first year."

The HMW becomes: "How might we make sure students know where their next class is, right when it matters?" Ideas include push alerts, signs on the old room and a lock-screen widget. The team tests the cheapest two first.

Step by step

  1. Start with your insights

    Pick the strongest insight from your analysis.

  2. Name the user

    Be specific about who has the problem.

  3. State the need and the reason

    Use the insight to explain why the need exists.

  4. Add evidence and impact

    Cite what you saw and why it matters for users and the organisation.

  5. Remove solutions

    Delete any mention of apps, features or screens.

  6. Write three HMWs

    Try different scopes and pick the one that opens up ideas without losing focus.

Common mistakes

  • Mistake A solution disguised as a problem.

    Instead Describe the need; leave the how open.

  • Mistake No evidence.

    Instead Add what you observed and how many participants it applied to.

  • Mistake HMWs that are too broad or too narrow.

    Instead Write several versions at different scopes and choose the middle.

Check your understanding

Choose an answer, then check it. There is an explanation either way.

Question 1 of 3Which is a better problem statement?
Show answer

New tenants need to report repairs outside office hours because most work during the day; 7 of 10 waited days to report urgent issues. It names the user, need, reason and evidence without a solution.

Question 2 of 3What is wrong with "How might we add a filter to search results?"
Show answer

It is too narrow and contains a solution. It leaves no room to explore other ideas.

Question 3 of 3Why include impact in a problem statement?
Show answer

To show why solving it matters for users and the organisation. Impact helps prioritise and secure support.

Practice exercise

Exercise · about 30 min

Problem statement and HMWs

Using an insight from your own research or the earlier exercises, write a problem statement and HMW questions.

Steps

  1. Write a problem statement with user, need, reason, evidence and impact.
  2. Check it contains no solution.
  3. Write three HMW questions at different scopes.
  4. Choose one and explain your choice.

Deliverable

One problem statement and three HMWs with your chosen one marked.

Self-assessment

Tick each item when it is true of your exercise. Be honest; this is for you.

4 items

Summary

  • A problem statement says who, what, why, and how you know.
  • Keep solutions out of it.
  • "How might we" questions turn problems into opportunities.
  • Scope matters: aim between too broad and too narrow.

Further reading

Third-party sources, chosen for reliability. They open in a new tab.

Your notes

Marking complete updates your course and roadmap progress.

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