Guide: Framing a Design Problem from a Business Brief

Purpose

To help designers systematically interpret a business-oriented request (e.g., “We need a landing page”) into a clear design problem statement that guides execution and avoids misalignment.

Why This Matters

  • Business briefs often focus on what they want (output), not why they need it (problem).
  • A structured reframing ensures the design effort directly addresses user needs, business outcomes, and measurable success.
  • Prevents jumping into UI before understanding context.

Step-by-Step Guide

1. Extract the Core Business Ask

  • Identify the request in the brief.
  • Example: “We need a new SaaS product landing page.”

2. Probe for the Business Problem

Ask:

  • “What’s driving this request?”
  • “What business risk or opportunity is at stake?”
  • Translate into a problem statement.
  • Example: “Demo bookings from current page are too low, affecting pipeline.”

3. Define the User Problem

  • Who is the user? (Use Persona Lite Sheet – EPIC 1.6)
  • What blockers do they face?
  • Example: “Visitors cannot quickly understand value; page is too text-heavy.”

4. Frame the Design Challenge

Convert business + user problem into a design challenge statement:

“How might we design a landing page that clearly communicates product value within 30 seconds and increases demo sign-ups by 20%?”

5. Classify Problem Type

Use Design Problem Typology Matrix (EPIC 1.5) to categorize:

  • Conversion Issue (e.g., low sign-ups, unclear CTAs)
  • MVP/Feature Launch (new flows/screens for product)
  • UI Consistency Fix (spacing, tokens, alignment)
  • Campaign Creative (marketing-driven visuals)
  • Accessibility Gap (inclusivity, compliance)

6. Define Success Criteria

Use Design Goals & Success Criteria Sheet (EPIC 1.7) to clarify:

  • Business Metric (e.g., demo bookings +20%)
  • User Metric (e.g., <40% bounce rate)
  • Team Metric (handoff-ready Figma by deadline)

Framing Template (Quick Reference)

StepQuestion to AskExample Output
Business AskWhat is being requested?“Landing Page Redesign”
Business ProblemWhy is this needed?“Low demo bookings”
User ProblemWhat’s blocking the user?“Clarity of value prop”
Design ChallengeHow might we…?“Communicate value in <30 sec”
Problem TypeWhat bucket does this fit?“Conversion Issue”
Success CriteriaHow will we measure?“+20% demo sign-ups”

Usage Notes

  • Always document the reframed problem inside the Discovery Summary Presentation (EPIC 1.10).
  • Share it in the Discovery Alignment Call (EPIC 1.9) to validate with stakeholders.
  • Store alongside the original brief + interview notes for traceability.