💡4 RE-FRAME: What is the real challenge we need to solve?

Synthesise insights to redefine the problem from a fresh perspective. Focus on the root causes rather than surface-level symptoms.

1. Why this step matters

After exploring the current experience, it’s time to pause and make sense of what you’ve learned. Initial assumptions about the problem may no longer hold. This step helps you reframe the challenge based on insights—not guesswork—so that you’re solving the right problem, not just the most obvious one. The way you frame a problem shapes the kinds of ideas that follow.

2. What this step helps you do

• Reflect on insights gathered so far and what they really mean

• Identify deeper causes, tensions, and opportunities

• Shift from symptom-level issues to root-level questions worth solving

3. How to approach it

Synthesis is key. Step back from individual observations and look for themes or patterns. Ask: What’s really going on here? What do users need—not just what they say they want? Be bold in shifting the frame. A small change in perspective can unlock radically different ideas.

4. Suggested tools

Tool	Outputs
Re-framing Canvas	A structured way to revisit your original problem and redefine it based on new insights.

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