What is problem framing? The secret to better decision-making

Design thinking process with problem framing

When creating solutions and products, framing the problem correctly is the difference between success and failure.

Think about Quibi—a short-form video streaming service that launched in 2020 with nearly $2 billion in funding. It was designed for mobile users, offering 10-minute, high-quality episodes from top Hollywood creators. Yet, it shut down within six months.

Why? Because it was a solution in search of a problem.

Quibi’s founders assumed people needed “premium short-form content” to watch on the go. But in reality, users already had YouTube, TikTok, and Instagram, which offered free, engaging content in a way they preferred. Quibi never framed the problem correctly—so they built something nobody truly needed.

Now, imagine if they had spent more time understanding their audience's real entertainment habits before launching. By framing the problem first, they might have pivoted their model or discovered a better market fit.

This is why problem framing is a critical part of Design Thinking. It ensures teams solve the right problem in the right way before investing time, money, and effort into the wrong solution.

What is Problem Framing in Design Thinking?

Problem framing is a core component of Design Thinking, it happens in the first two stages: Empathise and Define. Without a well-framed problem, the solutions generated in the ideation phase lack direction and may not address the true issue. It’s the process of defining and clarifying a challenge before generating solutions, ensuring teams don’t waste time solving the wrong problem.

Problem Framing ensures that:

• Teams focus on real, high-impact challenges, not just surface-level symptoms.

• Stakeholders align on a clear and shared understanding of the problem before moving forward.

• Innovation is driven by user needs, not internal assumptions.

From Problem Framing to Business Impact

Problem framing isn’t just about avoiding failure—it’s about unlocking better, faster decision-making at every level of your organisation. Problem framing isn’t just about avoiding failure—it’s about making smarter decisions that lead to real business impact. Companies that take the time to clearly define and structure their challenges before jumping into solutions consistently outperform those that rely on assumptions.

On the other hand, businesses that invest in problem framing move faster, innovate smarter, and make better decisions. Instead of spinning their wheels on problems that don’t exist, they focus on what truly matters—solving the most pressing challenges for their users and their business.

The takeaway? The best teams don’t just build—they frame the problem first.

Download our Problem Explorer slides to start framing problems like the world’s top teams.

Problem Framing vs. Problem Solving

Problem Solving is about execution—it starts with the assumption that you already know what needs to be fixed and focuses on finding the best way to do it.

Problem Framing happens before that. It’s about questioning assumptions, identifying root causes, and ensuring that you’re solving the right problem in the first place.

A great problem statement should be:

User-focused – Framed from the perspective of those experiencing the issue, not just internal business goals.

Clear & specific – Eliminates vagueness so teams know exactly what they’re working towards.

Example:

❌ Vague and misaligned: “We need a better marketing strategy.”

✅ Clearly framed challenge: “How might we improve customer engagement so that first-time visitors return within a week?”

Want to use our Problem Explorer Framework?

We’ve developed a step-by-step Problem Explorer guide that you can use to frame problems effectively and align your team before jumping into solutions. It walks you through:

- How to uncover root causes using the 5 Whys technique

- How to reframe challenges with How Might We (HMW) questions

- How to prioritise problems with impact and feasibility mapping

Get instant access to our free Problem Explorer Guide here! 

Don’t start your next project without framing the problem first—it could be the difference between success and failure. 🚀