Problem Framing Canvas Examples
Example 1: Good Problem Framing (SaaS Onboarding)
Q1 Response: "Observed behavior — Users abandon onboarding at step 3 (60% drop-off)"
Q2 Response: "It's hard (technically complex) + We've assumed we know what customers want"
Q3 Response: "Optimizing for ourselves, not users — Building what's easy for us (enterprise features), ignoring solopreneurs"
Q4 Response:
- Who: Non-technical small business owners
- When: First 24 hours after signup
- Consequences: Waste time trying to configure product, give up, churn
Q5 Response:
- Who else has it: Most SaaS products struggle with onboarding activation
- Who doesn't: Consumer apps with guided tours (Duolingo, Instagram)
Q6 Response:
- Who's been left out: Solopreneurs without IT support
- Who benefits (problem exists): Engineering doesn't have to build guided flows
Q7 - Refined Problem Statement: "The problem is: Non-technical small business owners struggle to activate our product during onboarding because we use jargon-heavy UI and lack guided workflows, which leads to 60% abandonment within 24 hours. This disproportionately affects solopreneurs without technical support, and has been overlooked because our team optimizes for enterprise users who have IT departments."
Q8 - HMW Statement: "How might we guide non-technical users through onboarding with plain-language prompts as we aim to increase activation from 40% to 70%?"
Why this works:
- Look Inward revealed internal bias (optimizing for enterprise)
- Look Outward identified overlooked segment (solopreneurs)
- Reframe produced actionable HMW statement tied to metric
Example 2: Bad Problem Framing (Jumped to Solution)
Initial statement: "We need a mobile app"
Why this fails:
- Solution disguised as problem
- No exploration of root cause
- Skipped Look Inward and Look Outward phases
Fix with canvas:
- Q1: "Customers complain they can't access product on the go"
- Q2: "Low priority (focused on desktop features)"
- Q3: "Assumed mobile-first users weren't our target"
- Q4: "Freelancers, field workers experience this"
- Q5: "Competitors offer mobile apps; we don't"
- Q6: "Mobile-first users left out; desktop power users benefit from status quo"
- Q7: "The problem is: Mobile-first users (freelancers, field workers) can't access core workflows on the go, forcing them to wait until they're at a desktop, which delays time-sensitive work"
- Q8: "How might we enable mobile-first users to complete core workflows on any device as we aim to expand TAM by 30%?"
Now solution space is clear: Mobile app is one solution; responsive web, progressive web app (PWA), or SMS/Slack integrations are alternatives.