1. The 5 Ws
WHO is experiencing the problem?
[e.g., First-time mobile app users...]
WHAT is the problem?
[e.g., They cannot find the checkout button...]
WHERE does it happen?
[e.g., On the product detail page...]
WHEN does it happen?
[e.g., When they try to purchase an item...]
WHY does it matter? (The Impact)
[e.g., It causes frustration and leads to cart abandonment...]
2. How Might We (HMW)
Combine the insights above into a concise design challenge.
"How might we [improve the checkout experience] so that [new users] can [purchase items easily]?"