Frame design problems comprehensively by systematically answering six fundamental questions with your team.
The 5W1H method systematically breaks down design problems by answering Who, What, When, Where, Why, and How to build shared understanding.
The 5W1H method is a structured questioning framework that breaks any design problem into six fundamental dimensions: Who, What, When, Where, Why, and How. By systematically answering each question, teams build a shared, thorough understanding of the problem space before moving into solution mode. UX researchers, product managers, and design leads use this method at project kickoffs, during stakeholder workshops, and whenever a cross-functional group needs to align on scope, target users, and constraints. The framework originates from journalism and investigative reporting, where covering all six questions ensures no critical angle is missed. In a UX context, it prevents teams from fixating on a single aspect of the problem while neglecting others. The method requires no specialized tools or training, making it accessible to teams at any maturity level. Sessions typically run one to two hours and produce a comprehensive problem brief that guides subsequent research and design activities. The 5W1H is especially valuable when team members bring different assumptions to the table, as it surfaces and resolves those differences early.
In this step, you clearly define the problem or the research question you aim to address. Specify what needs to be understood about user behavior, needs, and preferences. This is crucial for formulating an effective research strategy
Once you've defined the research question, you'll need to determine why this problem or question is essential to the user experience. Define the goals and objectives of your study and how they align with your overall business strategy. Understanding the 'Why' will help you build a solid foundation for your research.
Identify the target user group for your research, based on their demographics, interests, and behavior patterns. Create user personas to better empathize with and understand the end-users' needs. The 'Who' helps you develop a user-centric approach while conducting UX research.
Determine the ideal timeframe to conduct your UX research. This should take account of factors like product lifecycle stages (e.g., design, development, launch), project deadlines, or key business events. The 'When' ensures that your research findings are timely and relevant.
Select the most suitable research location(s) based on your research question, target user group, and project constraints. Consider whether in-person or remote research methods are more appropriate based on resource availability, travel restrictions, or participant location preferences. The 'Where' step helps you optimize research logistics and efficiency.
Choose the most suitable UX research method(s) for answering your research question, such as interviews, surveys, usability testing, or focus groups. Additionally, outline the procedures and tools you'll use to collect, analyze, and present your data. The 'How' ensures that your research process is well-defined and systematic.
After completing a 5W1H session, the team will have a comprehensive problem brief that documents the target users (Who), the problem or opportunity (What), the context and environment (Where), the timing and triggers (When), the underlying motivation (Why), and the approach (How). This brief serves as a foundational reference throughout the project, ensuring all subsequent research, design, and development decisions are grounded in a shared understanding. The output typically includes a structured document or whiteboard artifact that can be shared with absent stakeholders, reducing the need for repeated alignment meetings later in the project.
Encourage open and honest communication during discussions, creating a psychologically safe environment for all participants.
Prioritize facts and evidence over assumptions and feelings when addressing each of the six questions.
Recognize that some answers may require follow-up research or expert consultation; document these as open questions.
Timebox each question to prevent the group from spending disproportionate time on one area at the expense of others.
Use sticky notes or a digital whiteboard so each participant can contribute simultaneously before group discussion.
Start with 'What' and 'Why' to establish shared context before moving to 'Who', 'When', 'Where', and 'How'.
Revisit the 5W1H framework at project milestones to check whether initial assumptions still hold true.
Assign a facilitator who keeps the group focused on answering each question fully before moving to the next.
Teams often speed through the six questions superficially. Allocate dedicated time for each question and use timeboxing to ensure depth without letting one question dominate the session.
The Why question is often treated as obvious and glossed over. Without a clear articulation of why the problem matters, teams risk building solutions that do not align with business goals or user needs.
Completing the 5W1H exercise without translating answers into actionable next steps wastes the effort. Always close the session by assigning owners, deadlines, and concrete follow-up tasks.
Running the session without representation from engineering, business, or actual users leads to blind spots. Invite participants who can speak to all six dimensions with authority.
Documented target users, stakeholders, and their specific needs and expectations.
Defined tasks, user goals, features, and functions to address in the product.
Mapped physical and virtual contexts where users will interact with the product.
Identified timing, frequency, and time-sensitive factors for user interactions.
Documented motivations, objectives, and desired outcomes for users and business.
Established interaction flows, processes, and tools to support the experience.