have observed that current product/service/process is not meeting goals which is causing adverse effect. How can we improve product/service/process so that users are more successful based on measurable outcome?
user want to solve is ... • where/when does the user want to solve this problem? • this user is currently addressing this problem by ... • the measurable outcome the user wants to achieve is ... • biggest risk is... ◦ We will address this risk by ... • what other assumption could cause failure? • what other risk could cause failure?