Design Strategy Design Thinking Talks & Workshops

“Problem Framing” talk on Clubhouse

Myself and Luis Medeiros moderated a discussion on Clubhouse around the topic of Problem Framing and Reframing, with useful tips on how to write better problem statements, and how to ensure you’re solving the right problems.

I’ll be joining a crazy experiment this time: myself and Luis Medeiros Will moderate a discussion on Problem Framing in a conference that is not only completely remote, but also completely over voice only in Clubhouse (thanks to Robert Skrobe for the push, and Eugene Koplunik for hooking me up to Clubhouse!).

So, what was the discussion about? Well, if you’ve ever worked on team trying to solve complex problems, you have most likely at some point in your career asked people around you what is the problem we are trying to solve here?

We tend to jump to quickly into solutions, and not spending enough time contemplating the problem. We also often make the mistake of putting ourselves into a corner by framing problems around solutions.

Myself and Luis will moderate a discussion around the topic of Problem Framing and Reframing, with useful tips on:

  • How to write better problem statements
  • How to ensure you’re solving the right problems
  • Raising the awareness around decision biases that prevent us from digging deeper
  • How to stop from falling in love with bad ideas.
  • Looking outside the frame before considering the details
  • Using lateral thinking to disrupt apparent thought sequences
  • Challenge you to reframe problems

Problem Framing and Reframing

Recommended Reading

Anderson, S.P., (2013), “Stop Doing What You’re Told! (Reframing the Design Problem)” in IA Summit 2013, captured 11 Feb 2021 from

Hammond, John S., Ralph L. Keeney, and Howard Raiffa. “The Hidden Traps in Decision Making.” Harvard Business Review 76, no. 5 (September–October 1998): 47–+.

Rettig, M., (2010) “Design a Vase”, in “An evening of conversation about Design, Interaction, Work and Life“, May 25th, 2010, IxDA Gathering, 399, Pu Dian Road, Pudong New District, Shanghai, 200122, P.R. China

Sutherland, R. (2009), “Life Lessons from an Ad Man” in TEDGlobal 2009, captured 11 Feb 2021 from

Wedell-Wedellsborg, T., (2020) “The Elevator Problem”, in What’s Your Problem?: To Solve Your Toughest Problems, Change the Problems You Solve, 215 pages, Publisher: Ingram Publisher Services (17 Mar 2020)

By Itamar Medeiros

I'm a Strategist, Branding Specialist, Experience Designer, Speaker, and Workshop Facilitator based in Germany, where I work as Director of Design Strategy and Systems at SAP and visiting lecturer at Köln International School of Design of the Cologne University of Applied Sciences.

Working in the Information Technology industry since 1998, I've helped truly global companies in several countries (Brazil, China, Germany, The Netherlands, Poland, The United Arab Emirates, United States, Hong Kong) create great user experience through advocating Design and Innovation principles.

During my 7 years in China, I've promoted the User Experience Design discipline as User Experience Manager at Autodesk and Local Coordinator of the Interaction Design Association (IxDA) in Shanghai.

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