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What is it for?The 5 Whys framework helps you get to the root cause of a problem. Simply by asking ‘why’ 5 times, this proven tool helps teams uncover the cause of a problem.
Tips: If you find several answers to asking your first ‘why’, you can address each answer with it’s own set of ‘5 Whys’.
When to use it:To understand the reason behind a user’s behaviour (for instance in an interview session, or to uncover the underlying cause of a problem)
Who can use it:Innovation executives, product teams, Design Researchers
How to use it:
Place the tool where all team members can view it.
Define the problem you want to answer. Clearly state it, for example, why are moms not buying our product? Ensure your answers are factual and not assumptions.
When you have answered the question, ask ‘why’ 4 more times, for every answer gotten from the previous question.
When you’ve arrived at your final answer (and you’ll know it’s your final answer when asking ‘why’ produces no workable answer), find ways to address the problem.