1) Defining the Problem

One of the most important parts of the design process is making sure you are solving the right problem.

Typically this task is done by the creator. They will research, interview and test to see what they observe the problems as being. Most of the time these end up being the same thing as what the clients think they are, but sometimes they aren’t.

It’s important to make sure the problem is clearly defined, however, because ultimately, this is what you are solving. If the problem is incorrect, then you aren’t doing what needs to be done by solving a perceived problem and not the actual problem.

It’s important to talk to the business and the end user of the product to ensure that the problem stated by the business is actually the problem you need to solve.

That only can be done by talking with users and finding out what their pain points are. What is the current product lacking? What is their opinion of the current product or website? What would they like to see incorporated into the new version?

The Creator needs to speak to a good cross-section of users that interface with the product. We are talking about managers, everyday workers, or possibly the general public.

Then, the Creator will compile their findings in a concise report, and prepare them for the next phase of the design process: defining the goals.

Possible Pitfalls

The whole reason for the design, commercially, is to solve a problem. If there is no problem, then there is no need to design. The question is, are you solving the real problems? Oftentimes, this gets murky when the business either restricts access to the client or ignores the client’s problems.

A great design should make the business better and at the same time make the end user happy and confident that they are doing business with a quality company. If you aren’t doing that, then you need to re-evaluate the problem statement that you are trying to solve. If you don’t, then you will inevitably not be successful in what it is that you are doing. 

Having the wrong idea about what the problem is setting the whole project on the wrong foot, will waste a great deal of time and money, and will ultimately get people fired. Defining the wrong problem is a critical mistake.