“It’s amazing what can happen in just three Earth rotations…”
This past weekend I was lucky enough to participate in the Twin Cities gathering of the Global Service Jam 2016, both as a coach and observer. A “service jam” brings together small, local groups to use design thinking techniques to brainstorm, research, and prototype completely new services inspired by a shared theme.
Friday kicked off with revealing the secret theme for this year’s Global Service Jam. “Jammers” were surprised to hear an audio clip of what sounded like someone (or something!) splashing into a pool of water. They then took out their Post-It notes and pens and started brainstorming things that the splash reminded them of; first individually and then as groups. Ideas were sorted into related themes and groups of two to four “Jammers” used the themes to create their preliminary “How Might We” questions.
Haven’t heard of a How Might We question? The term is used frequently in design thinking activities to describe a question that acts as a foundation for research and design inquiries. It describes the problem you are trying to solve, and is stated optimistically to reinforce the feeling that a good solution is possible. A How Might We (HMW) question is usually brief, allows for a variety of answers, and inspires ideation and creative thinking.
Here are three ways you can form great How Might We Questions:
- Refine the scope. It’s important to have a statement that sets helpful boundaries. Avoid questions that are so narrow that they shut down creativity (“How Might We build more community spaces for relaxation?”) or too broad (“How Might We redefine how people spend their free time?”). A right-size question leaves room to be surprised by your research findings and iterate solutions, but doesn’t feel overwhelming or unfocused. One team eventually settled on “How Might We remove barriers that keep people from finding peace and relaxation?” and after interviewing several users, decided to focus on one persona that seems to have the most barriers to relaxation: Millennials.
- Remove embedded biases and assumptions. By Saturday morning, another team had coalesced around the question, “How Might We raise awareness of individual water consumption so that people reduce their global footprint?” By writing down as many assumptions as they could think of, the team realized that they had started wading in to “solutioning” before even beginning their research. In order to identify the most effective ways to get people to reduce their global footprint, the team needed to be open to any number of solutions, not just the solution of “raising awareness.” Another way to avoid type of assumption is to focus on the ultimate benefit or change you want to bring about. While it is natural to imagine the best way to get there, those perspectives should come later and be based on user research.
- Let the facts speak for themselves. On the other hand, do rely on available facts to inform the background of your user research. This same team also wondered if they had gone too far by assuming that individual water consumption has a negative environmental impact. They questioned whether they should do user research to determine causality. While asking users if they think their individual water consumption has an impact on the environment could be an interesting area to research, it’s not necessary to support this particular How Might We—this information has been proven through scientific research and is easily found online. The team decided to move forward, and their final prototype of the weekend outlined a campaign that began with awareness of consumption and then grew into a competition engaging communities, large corporations, and even governments.
I could not have been more impressed by Sunday’s team presentations. In just 48 hours the “Jammers” had become very comfortable with terms like “insights,” “personas,” and “failing fast.” Their prototypes were solidly based in research and they were able to articulate the needs they had uncovered and how they had iterated their solutions as they got more and more feedback. Not a bad way to spend a weekend. You can view all of the projects from the Twin Cities Service Jam and others around the world here.