Concept: Product Frame — why understanding the product frame can be a source for innovation
Summary: A product frame describes the underlying perception of the problem a product solves. Different products can have different frames based on how they see the challenge and potential solution in a complex environment. Changing the product frame can be a source of innovation by framing the underlying challenge differently than competitors.
Products have different frames that give you a clue how the company sees and describes the challenge you are encountering and if its a good fit for you.
To better understand the concept of the product frame, lets use the approach of inversion to better grasp the concept. The mental model of inversion works in two directions.
Product Frames exist, because problems can be solved in different ways
The first one is the environment, where we want to ask and understand what else needs to be true or false in our surrounding so that our idea holds true. For the concept of product frame, we must check in our surroundings if problems can be solved in a variety of ways. We know this to be true, because we often encounter problems that can be solved in a variety of ways. Designer call these problems wicked problems.
They can be solved in different ways, because there are many different interacting variables, which force us enable or force us to concentrate on a few specific variables. Thus giving rise to a particular way a problem is framed and the solutions that are derived from that frame. Only non-wicked, singular problems can be solved in one particular way. So its safe to assume that a specific products solves a particular problem or challenge in a certain way and there are many more ways to solve it.
We tend to use the same frame as others to solve a problem often leading to a stiff competition
The other way inversion works is by thinking through the opposite. A product often tries to ask “how do I solve a problem in a meaningful, valuable way?”. The opposite would be to ask “how do I avoid solving a problem in a non-valuable way?” One way to answer this question is finding a problem that a lot of people recognize and see the same way. That means you and others frame the problem in the same way and arrive at similar solution spaces. Of course, the same goes for your competitors.
Using a different product frame can be a valuable differentiator and engage a totally new target group
Different frames will lead to different solutions spaces. If we look at the fitness market as an example we can see a lot of different approaches for users. The fitness market itself centers around the fact and challenge of regular movement as one important part of staying healthy. Some fitness apps frame the challenge of regular movement as a behavior-creating-challenge. They want you to develop the habit of working out. Their apps will often trigger and motivate you to work out by giving you workout plans and notifications to work out. These apps are especially popular for people just starting out or do have a problem with picking up a certain workout routine.
Other services might use a different product frame by focusing the challenge of regular movement more from a competition side and offer a solution where you measure yourself against others. Offerings like that will probably speak more to competitive people, that are probably more advanced in their workout routine.
Different product frames have different pull effects on the type and amount of people
To give you a picture of the product frame, we can imagine every product frame as a planet in a universe by connecting the idea of product frame with the concept of gravitational mass.
Product with different product frames have different pull effects on the type and amount of people. A fitness apps that frames and solves the challenges by developing a workout habit for people starting out, will attract people that see it the same way. People who regularly work out a lot, will not be moved by products like that and probably orbit to different approaches.
