Define

From chaos to clarity

Imagine standing in the middle of a jungle of information. You’ve collected tons of data from your research phase — also known as the empathize phase. You’ve talked to users, observed their behavior, and now you have piles of notes, interviews, and observations. It can feel overwhelming — but that’s where the define phase comes to the rescue.

In the define phase, your task is to sort through all this information and identify the core of the problem. It’s about spotting patterns, identifying needs, and crafting a clear problem statement. This step is crucial because it sets the direction for the rest of the design process.

Find the right problems – step-by-step

Before jumping into specific methods for analyzing your input, let’s take a high-level view of the define phase. Regardless of how you approach the task, you’ll typically follow these three steps:

1. Collect and organize data: Start by reviewing all your collected material. Note the most important insights and begin organizing them into categories or themes. Use post-its, whiteboards, or digital tools like Miro to visualize your thoughts.

2. Identify patterns and themes: Once your data is organized, look for common patterns and recurring themes. What are the major challenges or needs? This step helps you focus and identify the most critical areas to work on.

3. Formulate a problem statement: Now that you have a clearer understanding of user needs, it’s time to write a focused problem statement. A good one is user-centered, actionable, and inspiring — it should lead to solutions, not limit them.

Write better problem statements

Bad: “Our website doesn’t work well.”
Good: “How might we improve the user experience on our website to make it more intuitive and engaging?”

Why is the define phase important?

The define phase is like building the foundation of a house. If the foundation is solid, the structure will be strong and lasting. But if it’s weak or uneven, everything else suffers.

A clearly defined problem ensures that your team is aligned and working toward the same goal. It prevents wasting time and resources on solving the wrong problems. It also builds a shared understanding and deeper connection to the users — increasing your chances of developing effective and innovative solutions.

Practical tips for a successful define phase

• Involve the whole team: Make sure all relevant stakeholders take part in the define phase. Different perspectives can reveal new insights and strengthen your problem statement.
• Use visual tools: Diagrams, mind maps, and other visual aids can help you see connections and patterns more clearly.
• Be open to revision: It’s okay to revise your problem statement along the way. New insights may shift your understanding — stay flexible.
• Keep users at the center: Always remember that Design Thinking is user-centered. Make sure your problem reflects their actual needs and challenges.

Define phase methods: Concrete tools to bring clarity

So you’ve survived the empathize phase and are now swimming in data. It’s time to make sense of the chaos and boil it down to a focused problem. Think of it like making a great soup — you need the right ingredients and a good recipe. Here are some specific methods to help you in the define phase:

Empathy Map

An empathy map helps you organize observations and understand user behavior. It divides information into four quadrants: says, thinks, does, and feels. This gives you a multi-angle view of the user’s world and helps spot behavior patterns.

Affinity Diagram

Perfect for organizing and grouping data. Write all your observations on post-its and stick them to a wall or whiteboard. Then begin grouping them into themes or categories. This helps you find connections and prioritize key challenges.

Point-of-View Statements

A POV statement captures user needs and insights in a short sentence. The format usually looks like:
[User] needs [need] because [insight].
Example: “Students need flexible study schedules because they often juggle part-time jobs and school.”
It helps you zoom in on specific user problems.

User Journey Maps

A journey map visually shows the user’s experience as they complete a task or pursue a goal. It highlights all the steps and touchpoints — and pinpoints where users face frustration. This helps you focus your problem-solving efforts where it matters most.

HMW Questions

HMW stands for “How Might We” — and these questions turn problems into opportunities. Once you’ve identified a challenge, reframe it as an HMW question.
Example: “How might we make it easier for customers to find the right information on our website?”
These spark creativity and invite new solutions.

Personas

Personas are fictional characters based on real user research. They represent typical users and help you empathize with different segments of your audience. By crafting detailed personas, you can better understand their needs and tailor your solutions accordingly.