In this module11 lessons
- The framework in one pageFree
- Clarify the prompt and set the goal
- Pick a user and find real pain points
- Generate solutions worth discussing
- Prioritize and defend the trade-offs
- Close with how you would measure it
- The favorite product question
- Worked answers 1 to 4
- Worked answers 5 to 8
- Worked answers 9 to 12
- Common traps and how to recover
Pick a user and find real pain points
Split users by what they are trying to do, choose one group with three quick tests, and rank their pains by how often and how much they hurt.
7 min readFull kit
Two rungs, one job
Rungs 2 and 3 of the Design Ladder are Person and Pain. Together they answer the question every later choice depends on: whose problem are we solving, and which problem is it?
This is where interviewers learn the most about your product sense. Anyone can list features. Fewer people can describe a specific person, the moment they get stuck, and why it matters to them. That is what you are showing here.
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Practice this lesson
- How would you improve Spotify for people who listen to podcasts more than music?
- Design an alarm clock for people who are deaf or hard of hearing.
- How would you improve the airport security experience?
- How would you improve YouTube for teachers using it in class?
- Design a product for people who have just moved to a new city.
- Design a product to help remote teams feel more connected.
- How would you improve Instagram for small business owners?
- Design a product for first-time home buyers.
- Design a navigation product for people who are blind or have low vision.
- How would you improve Netflix for a family that watches together?
- Design a check-in experience for a doctor's office.
- How would you improve the experience of renting a car?
- Design a social product for people over 70.
- Design a job-search product for people leaving the military.