How Might We (HMW)

A method for reframing problems into opportunities for design, bridging the gap between research and ideation.

The Formula

HMW questions are short questions that launch brainstorms. They should be broad enough for a wide range of solutions, but narrow enough to give specific boundaries.

"How might we [action] for [user] in order to [outcome]?"

Examples

Too Broad

"How might we redesign the website?"

Too Narrow

"How might we make the button blue so people click it?"

Just Right

"How might we streamline the checkout process to reduce anxiety for first-time buyers?"

Tips

Start with Insight: Base your questions on research findings or pain points.
Challenge Assumptions: Use HMW to question the status quo (e.g., "How might we make waiting fun?").
Focus on Outcome: Don't embed the solution in the question. Focus on what you want to achieve for the user.