We start by asking, “How Might We?”

Co-written by Al Duca

User experience (UX) design is unique because the sole objective is to solve user problems. Every assignment, project, or pitch starts with a simple question: What issue can we resolve to improve the product experience for the user?

In human-centered design, one way to ensure we’re solving the right problem is through the How Might We (HMW) ideation framework. This framework uses a set of collaborative design thinking exercises to identify core problems and spark discussion on how to address them.

In this blog, we explain the basics of how to use the HMW framework, how we use it in UX work at Vanguard, and how teams can benefit from it without experiencing common pitfalls.

Set the stage for UX problem-solving

HMW statements give us the chance to put user problems in the spotlight and help us focus on the right issues before developing solutions. Think of them as one-sentence articulations of user-focused challenges we aim to solve with a visionary mindset. Taking the time to use the HMW framework can be beneficial to teams looking to solve the root causes of problems.

A HMW statement can:

· Deliver a more empathetic solution to UX problems by putting user concerns above personal biases.

· Create tremendous returns through an incredibly engaging process.

· Introduce bold concepts to help us deliver better user experiences.

· Provide easy-to-understand insights — even for those with limited design thinking background.

These methods help us determine the specific obstacles users are encountering and how our users feel about our product offerings in context with our own experiences.

Step 1: Define the problem

Before crafting an HMW statement, you should fully define the user problem. At Vanguard, we obtain as much data as we can, using a variety of methods to discover UX issues, including:

· User interviews.

· User surveys.

· User testing.

· Focus groups.

· Data analysis.

· Business/stakeholder requests.

Step 2: Craft the statement

Think of a How Might We statement as a thought starter meant to encourage people to think outside the box. It should be big and slightly hyperbolic to really push on the people doing the activity. — Courtney R.

After defining a user problem, it’s time to craft an HMW statement. Based on the problem, you should create this one-sentence thought starter without limitations. At Vanguard, we host our virtual HMW ideation sessions with teams, clients, and stakeholders using Mural. During these working sessions, we refine the statement to address the core problem we want to solve. Here’s an example:

Problem:

Some clients are confused while navigating between our financial products due to link structure and category lists.

Statement:

How Might We make the Vanguard navigation experience the easiest and most intuitive journey in the financial industry?

Or,

How Might We collaborate with our clients to help them make the most contextually accurate decisions as they navigate between our financial products?

When crafting your HMW statement, follow these best practices to help ensure it’ll yield a wide range of ideas and potential solutions from the session participants:*

· Start with the problem you’ve defined.

· Avoid suggesting a solution.

· Keep it as broad as possible.

· Maintain focus on the desired outcome.

· Make it positive!

Keep in mind that the methods used to identify user problems sometimes reveal multiple challenges. If that’s the case, you may have to draft several HMW statements during an ideation session.

Step 3: Create solutions

After your team crafts the HMW statement, it’s time to think about ways to solve the user problem you’ve discovered. It’s important to allow all parties to contribute to potential solutions, especially the product consumer. Practicing user empathy throughout all 3 steps is essential to discovering the problem and solving it to create an intuitive and innovative experience.

Using HMW statement generation is a great way to engage crew and stakeholders more deeply by providing a structured exercise that not only has tremendous outputs but is also fun to do. It provides another tool for people to call on and use in the future to identify problems that crew and clients face and creates alternative and non-obvious ways of attacking those problems. It also shows that we at Vanguard are starting to think more creatively and trying things that may not always be in our comfort zones to help us deliver better experiences for our clients. — Joshua Talley

Let’s keep the conversation going!

We hope you enjoyed learning about how our Vanguard teams use the HMW framework. As you can see, our UX team at Vanguard is benefiting from design thinking exercises as we solve problems and create a best-in-class client experience.

Interested in UX opportunities? Check out these jobs at Vanguard

*Nielsen Norman Group, Using “How Might We” Questions to Ideate on the Right Problems. (Maria Rosala, 2021).