Observational Methods
5 Whys
5 Whys gives teams a repeatable qualitative research practice. It keeps everyone aligned around problem discovery by helping you discover the original problem when solving an apparent problem does not produce the desired effect. Grounded in observational methods, the method turns insight into tangible next steps.
Goal
Problem Discovery
Group
Qualitative Research
Users
Direct User Involvement
Overview
The 5 Whys method is a root cause analysis technique that involves asking "Why?" five times to uncover the underlying cause of a problem. By drilling down to the core issue, it helps in understanding the fundamental reason behind a symptom. This method is essential in problem-solving and continuous improvement processes, particularly in manufacturing and business operations. It's simple to use but requires thoughtful questioning to reach meaningful conclusions. By addressing the root cause, it enables targeted solutions that prevent the problem from recurring.
Step-by-Step Procedure
7 steps to complete
1
Identify the Problem
The first step in the '5 Whys' method is to identify the problem or issue that needs to be solved. This involves discussing with your team or stakeholders the symptoms and impacts of the problem to ensure everyone is on the same page.
2
Ask the First Why
Once the problem has been identified, ask the first 'Why' question. This question should focus on understanding the root cause of the problem. For example, if the issue is that users are not finding a specific feature on your website, the first 'Why' could be: 'Why are users not finding the feature?'
3
Analyze the Answer
After asking the first 'Why,' analyze the answer provided by the team or stakeholders. This may involve gathering data, user feedback, or conducting further research to validate the given response.
4
Ask Subsequent Whys
Based on the analysis of the first answer, ask the next 'Why' question. This process is repeated until you have asked a total of five 'Why' questions. Each subsequent 'Why' should delve deeper into the root cause, helping you peel back the layers and identify the underlying issue.
5
Identify the Root Cause
After asking the fifth 'Why,' the final answer should reveal the root cause of the problem. At this point, you should have a clearer understanding of what is causing the issue and can begin brainstorming solutions to address it.
6
Implement Solutions
With the root cause identified, work with your team to develop and implement solutions that address the problem. Monitor the results of these changes to ensure they are effective in solving the issue and improving the user experience.
7
Review and Iterate
Lastly, review the entire process and the solutions implemented. Assess the effectiveness of the '5 Whys' method in identifying the root cause and solving the problem. If needed, iterate on the process and solutions, continually seeking to improve the user experience.
Method Complete
Real-World Examples
See how this method is applied in practice
High Cart Abandonment on Deal Checkout
- Why are users abandoning their carts during deal checkout on Groupon?
- They find the checkout process confusing and time-consuming.
- Why is the checkout process confusing for users?
- There are multiple steps including account creation, payment info, and deal date selection that aren't clearly explained.
- Why are these steps not clearly explained?
- The UI design prioritizes mobile app downloads over providing clear checkout guidance for web users.
- Why does the UI prioritize mobile app downloads?
- The product team believes that app users have higher lifetime value and better retention rates.
- Why do we push app downloads during checkout rather than after purchase?
- Marketing data showed mobile app prompts during checkout, but this was based on data from 2019 before the mobile checkout experience was optimized.
Low Merchant Deal Renewal Rate
- Why are merchants not renewing their deals on Groupon after the first campaign?
- Merchants report that their deals didn't bring in enough repeat customers.
- Why didn't the deals bring in repeat customers?
- First-time Groupon customers aren't converting to regular, full-price customers at the merchant location.
- Why aren't Groupon customers returning as regular customers?
- Merchants report that many Groupon customers only visit once for the discounted deal and don't engage with loyalty programs.
- Why aren't Groupon customers engaging with merchant loyalty programs?
- There's no connection between Groupon's platform and merchant loyalty systems, and redemption experiences don't encourage return visits.
- Why isn't there integration with merchant loyalty systems?
- The platform was built to focus on deal acquisition rather than long-term customer-merchant relationships, and adding loyalty integration wasn't prioritized in the original product roadmap.
Declining Groupon+ Subscription Retention
- Why are Groupon+ subscribers canceling after the first month?
- Subscribers feel they aren't getting enough value from the cashback benefits.
- Why don't subscribers feel they're getting enough value?
- The cashback amounts are small unless users frequently purchase deals in eligible categories.
- Why aren't users purchasing deals frequently enough?
- Many subscribers joined for one specific category (like dining) but don't find enough relevant deals in their local area.
- Why aren't there enough relevant local deals?
- The merchant network in smaller markets is limited, and deal inventory rotates slowly.
- Why is merchant participation limited in smaller markets?
- Groupon's merchant acquisition efforts focus primarily on major metropolitan areas where deal volume justifies the sales team investment, leaving smaller markets underserved.
Deliverables
What you'll produce from this method
Problem Statement
The initial issue or complaint to be addressed. This is typically a user pain point or a specific problem that has been observed in the product or service.
Root Cause Analysis
A documented series of "why" questions and answers that dig deeper into the problem, uncovering the underlying causes of the issue. This analysis helps teams understand the core issue and potential reasons behind it.
Identified Root Cause(s)
The core problem(s) that the "5 Whys" method has uncovered. Identifying the root cause(s) is crucial, as it helps teams focus on addressing the actual issue rather than treating symptoms of the problem.
Proposed Solution(s)
Based on the identified root cause(s), the team can propose solution(s) to address the issue. These solutions should focus on resolving the core problem and preventing it from recurring in the future. The proposed solutions should be documented and prioritized based on their potential impact.
Action Plan
A documented plan detailing the steps required to implement the proposed solution(s). This plan should include roles and responsibilities, timelines, resources, and any dependencies or risks associated with the implementation.
Results and Learnings
After implementing the solution(s), the team should evaluate the outcome and measure the impact of the changes. This includes comparing the before-and-after situation, assessing user feedback, and analyzing any relevant metrics. The results and learnings should be documented and shared with the team, helping to refine the process and inform future problem-solving efforts.
Process Improvement
Document the lessons learned from applying the "5 Whys" method to improve the overall UX design process. This includes identifying areas where the method was effective, as well as areas where improvements can be made.
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