Finding user problems

an Enterprise Design Thinking Principle that represents putting your users at the center of your work and solving for their needs.

Enterprise teams deal with complex ecosystems that would take years to learn and manager.
The complex ecosystem will offer countless rabbit holes, worm holes, plot holes, pot holes, and any other kind of ambiguous situations you can think of.
Finding enough clarity to decide on the best thing to do within this intricate web can sometimes seem impossible.

Focus on user outcomes!

But, it doesn’t have to be so hard. Finding clarity can be as simple as focusing on the most important thing.

In design thinking, the most important thing is people.
In Enterprise Design Thinking, we call this a focus on user outcomes.

keeping to ask:

  1. Who are our users?
  2. What is their current experience?
  3. How could it be improved?

over and over again, you would get closer and closer to understanding your users and creating an ideal future for them. This allows you to put a more valuable offering into your client’s hands and into the market.

Don’t lost the aim!

Usually, Your team will get a lot of questions, Don’t jump into any questions! Go back a step, Sorting those questions by priority of user, tech, and owner. Choose a question that is important for all of your team, your user, and your Boss.

Bias toward action will miss the success!

The airline problem

For Example:

Windsor Airline’s consistent flight delays are hurting the company’s bottom line.

This complex problem could quickly overwhelm anyone, but focusing on users and their problems can help make it more straightforward.(following answers are just examples.)

What is the business problem?

  • Windsor Airline’s consistent flight delays are hurting the company’s bottom line.

Why might that be?

  • Because the majority of their flights don’t depart on time.


  • Because on average the gate isn’t locked 10 minutes before a flight’s scheduled takeoff.


  • Because the dispatchers don’t have the passenger data, which is legally required for the gate to close.


  • Because it’s not clear who’s on the final passenger list.


  • Because gate agents struggle to negotiate last-minute passenger changes.

Let’s conculusion

The original problem was:

Windsor Airline’s consistent flight delays are hurting the company’s bottom line.

User-centered problem was:

Gate agents struggle to negotiate last-minute passenger changes.

Outcome was:

last-minute passenger changes

You are not your users!

Constant refinement and validation of assumptions as you learn allows you to paint a clear picture of your users’ true experiences. We’re not Simon, the gate agent. While we may have some similar experiences, we can never fully know firsthand what his life is like. In order to get as close as possible, we have to address our assumptions by learning, observing, and practicing design research.

design research

the practice of inquiry and discovery that builds knowledge, insight, and empathy for your users
Getting to Know Your Users

Add a Comment