Skill Maps

Stage 2: Define — Turn Chaos into a Clear Problem

After the Empathy stage, you have a mountain of data: interview recordings, observations, empathy maps. Now you need to synthesize all this into one clear problem statement.

Why Do We Need the Define Stage?

Without a clear problem formulation, the team will solve different tasks. The designer thinks the problem is the button color, the developer thinks it's loading speed, and the manager thinks it's the price. The Define stage aligns everyone.

Rule: If you can't formulate the problem in one sentence—you don't understand it.

Tools for the Define Stage

1. Point of View (POV) Statement

This is a formula that helps focus on the user and their real need.

Formula: [User] needs [need] because [insight].

Examples:

  • ❌ Bad: " We need to improve the interface. "

  • ✅ Good: " Elderly people need to pay bills without fear of mistakes because they're afraid of losing money from one wrong click. "

  • ❌ Bad: " Make an app for students. "

  • ✅ Good: " Students need to quickly find cheap housing near campus because they have limited budgets and little time to search. "

2. How Might We (HMW)

This reframes the problem as a question that opens space for solutions.

How it works: Take the POV and turn it into a question starting with " How might we...? "

Example:

  • POV: " Parents need to quickly cook healthy food for kids because they have little time after work. "
  • HMW: " How might we help parents cook healthy meals in 15 minutes? "

Why it works:

  • " How " implies a solution exists.
  • " We " creates a sense of teamwork.
  • " Might " removes pressure and opens creativity.

3. User Personas

This is a fictional but realistic character representing a segment of your audience.

What a persona includes:

  • Name and photo: Makes it " alive. "
  • Demographics: Age, profession, income.
  • Goals: What do they want to achieve?
  • Pains: What frustrates and scares them?
  • Usage scenario: When and where will they use the product?
  • Quote: A real phrase from an interview.

Example persona: Name: Maria, 62, retired. Goal: Pay utility bills online to avoid standing in lines. Pain: Afraid of pressing the wrong thing and losing money. Doesn't trust technology. Quote: " I'd rather stand in line for two hours than risk making a mistake with these buttons. "

4. Customer Journey Map

This visualizes all the steps a user goes through from problem awareness to solution.

Stages:

  1. Problem awareness: Maria realizes she needs to pay a bill.
  2. Solution search: She asks her neighbor how to do it online.
  3. First use: Opens the banking app, gets lost in the menu.
  4. Moment of truth: Finds the " Pay Utilities " button but is afraid to press it.
  5. Result: Closes the app and goes to the bank.

What we mark on the map:

  • Actions: What does the user do?
  • Emotions: What do they feel? (Fear, joy, frustration)
  • Pain Points: Where do they stumble?
  • Opportunities: Where can we help?

Mistakes in the Define Stage

❌ Too broad formulation: " People need to be happy. " This isn't a problem, it's philosophy. ❌ Solution instead of problem: " We need to add a button. " This is a solution, not a problem. ❌ Focus on technology: " We need to use AI. " Technology is a means, not a goal.

Practical Example: Uber

Problem (POV): People need to quickly get from point A to point B in the city because taxis are expensive and public transport is inconvenient.

HMW: How might we make rides affordable and convenient for everyone?

Solution: An app that connects drivers and passengers directly.