Stop Solving the Wrong Problem: How to Ask 'What' and 'Why' Like a UX Detective

Let me guess—you’ve launched into designing a wireframe, halfway through a prototyping sprint, only to hear someone on your team say, “Wait… what exactly are we solving again?” Cue the collective facepalm.

Welcome to the club. We’ve all been there—itching to solve, to create, to do—and skipping right past the crucial first step: understanding the actual problem.

This blog is your friendly reminder (or tough UX love) to pause and think. Before you sketch a screen, build a flow, or user-test a thing, you need to be absolutely sure you’re solving the right problem. And that means embracing two words that sound deceptively simple: What and Why.

No matter how polished your interface is, if it’s solving the wrong problem, you’ve just created a really elegant waste of time. Worse—you may even introduce more confusion, frustration, or inefficiency into the user’s experience.

Understanding the Core Issue

We often treat design problem symptoms, not the disease. You know the drill: we tweak a button here, adjust some padding there, and call it a day. But what if the real issue is lurking beneath the surface, silently undermining the entire user experience? The "5 Whys" technique helps us find the actual issue. We will get into all of this below.

Step 1: Channel Your Inner UX Detective

Pretend you’re in a mystery novel. Your user’s pain point? That’s the crime scene. Your job? To dig deeper than the obvious surface clues and find the root cause hiding beneath the noise.

Here’s the first mistake most designers make: stopping at the first problem that appears. The thing is, the first problem is rarely the real problem. It's often a symptom—a visible ripple from a deeper disruption.

Let’s say a stakeholder tells you: “Users aren’t signing up.”

If you’re not careful, you jump straight into UI tweaks—make the button bigger, change the CTA text, add a confetti animation, toss in a chatbot. Suddenly, you're solving symptoms, not causes. You’ve put a Band-Aid on a bullet wound.

But what if you paused and asked:

• “What’s stopping them?”

• “Why would they want to sign up in the first place?”

• “What happens after they sign up?”

• “Why now? Why not later?”

• “What are they really trying to achieve by signing up?”

• “Why do they trust—or distrust—our product to solve that?”

  
  

Every time you ask why, you peel back another layer. UX isn’t about band-aids. It’s about surgery—precise, deep, and a little messy. You’re not just solving a screen. You’re solving a human need. You're designing for psychology, emotion, and expectation.

And let’s be honest, your career (and sanity) will thank you for solving the right problem early, instead of untangling a web of poor assumptions later. Rework is expensive, especially when you’re sprinting toward a deadline with a half-baked understanding.

Step 2: The 5 Whys (or More If You’re Feeling Spicy)

5 Whys: The Quick Version

The "5 Whys" is a classic technique from Toyota’s lean manufacturing days, and it works brilliantly in UX. The idea? Keep asking why until you reach the true root cause—not just the one that’s convenient.

Here’s an example:

1. Why aren’t users signing up?

• Because the form is too long.




2. Why is the form too long?

• Because we’re asking for unnecessary info.




3. Why are we asking for that info?

• Because marketing wants it.




4. Why does marketing want it?

• Because they think it helps qualify leads.




5. Why do they think that?

• Because that’s what they’ve always done.

Boom. Now you’re not solving for a “form design” issue. You’re addressing a misalignment between teams. That’s a very different problem—and a much bigger opportunity.

This approach forces cross-functional transparency and can spark necessary conversations between design, dev, marketing, and stakeholders. Suddenly you’re not just designing better UX—you’re improving business logic, team collaboration, and user trust.

Bonus tip

Don’t stop at five if the answers keep revealing new insights. Dig until you start hearing repetition or contradictions. That’s where the good stuff lives—the insights that make your product smarter and more user-centered.

5 Whys: The Full Version - Why 5 Whys? Why Now?

The 5 Whys' simplicity is its superpower: it systematically drills down to the root cause. Unlike other, more complex methodologies, it's easy to grasp and implement, making it a go-to tool for UX designers of all levels. This iterative questioning process helps us move beyond obvious surface-level issues and uncover the deeper, often hidden, reasons behind a problem.

The beauty of the 5 Whys lies in its ability to be applied to a wide range of UX challenges, from usability tweaks to major strategic overhauls. It’s a versatile tool in a UX designer's arsenal.

This is the first step because a superficial understanding leads to ineffective solutions, frustrated users, and wasted resources. Imagine redesigning a website's homepage because users aren't clicking on a specific call to action. You might change the button color, increase its size, or alter the copy. You could even A/B test different variations, meticulously tracking click-through rates and engagement metrics. You might even go as far as to implement personalized content, tailoring the call to action to individual user preferences based on their browsing history or demographic data. But what if the real problem is that users don't understand the value proposition of the product in the first place?

Or perhaps the target audience is wrong, and the people coming to the homepage aren't the ideal customers? Maybe the website's loading speed is so slow that users are abandoning the page before they even see the call to action. All your homepage tweaks will be for naught. By starting with the 5 Whys, you ensure that your design efforts are focused on solving the right problem, leading to more impactful and lasting results. It’s about asking the fundamental questions before jumping to solutions.

The 5 Whys in Action: A UX Detective Story

Let's take a UX design challenge and turn it into a detective story. Imagine you're working on an e-commerce website, and users are abandoning their shopping carts at an alarming rate. This is a critical issue with a direct impact on sales, and you need to get to the bottom of it, fast. The stakeholders are breathing down your neck, the developers are scratching their heads, and the clock is ticking. The pressure is mounting to find a solution that will quickly and effectively reduce cart abandonment and recover lost revenue. Here's how we can use the 5 Whys to get to the bottom of it:

1. Problem: Users abandon carts. Why? Checkout is too long.

• Explanation: The initial problem is identified. We've observed the symptom, but we don't yet know why it's happening. We might have analytics data showing a high drop-off rate on the checkout page, or we might have received complaints from users through customer support channels. We've identified the symptom, but the underlying cause remains a mystery.




2. Why? Too many redundant forms.

• Explanation: We've narrowed it down. It's not the checkout process in general, but a specific part of it: the forms. Perhaps users are required to enter the same information multiple times (billing address, shipping address), or they are asked for unnecessary details. We're beginning to peel back the layers of the problem.




3. Why? System doesn't pre-populate data.

• Explanation: Now we're getting more technical. The system is making users do unnecessary work. This could be due to a lack of integration between different databases, or a failure to implement features like autofill or saved user profiles. The technical limitations of the system are starting to emerge as a potential cause.




4. Why? Platform limitations.

• Explanation: This suggests an external constraint. The issue might not be with the design itself, but with the underlying technology. For example, the e-commerce platform might have limitations on what data can be stored or how it can be accessed. Or there could be compatibility issues with different browsers or devices. We're uncovering potential systemic issues that are outside the immediate control of the design team.




5. Why? Project prioritized speed over UX.

• Explanation: This reveals a fundamental decision made early in the project that has downstream consequences. The development team might have chosen a cheaper or faster solution that didn't fully address the user's needs. Or there could have been a tight deadline that forced compromises on the user experience. This is a critical insight, as it points to a potential misalignment between business goals and user needs.

Root cause: Lack of UX input in planning. This reveals the fundamental flaw, enabling user-centered solutions. In this case, the development team made a decision that favored a faster development timeline at the expense of a smooth user experience. Because there was no UX designer involved in the initial planning, no one advocated for the user's needs, and the long-term consequences of this decision weren't considered. The developers might not have had a full understanding of the UX implications of their choices, and the project managers might have been primarily focused on meeting deadlines and budget constraints. The absence of a user-centered perspective from the outset has led to a design that is inefficient and frustrating for users.

This example highlights the power of the 5 Whys. We started with a surface-level problem (cart abandonment) and, through a series of "why" questions, uncovered a core issue related to the project's strategic decisions. This insight allows us to address not just the symptom (long checkout process) but also the underlying cause (lack of UX input), leading to more effective and sustainable solutions. By understanding the root cause, we can prevent similar problems from occurring in future projects.

Definition

RCA = Root Cause Analysis

Beyond the 5 Whys: Leveling Up Your Root Cause Analysis

While the 5 Whys is a fantastic starting point, don't be afraid to get creative. For very complex problems, the 5 Whys might not be enough to capture the whole picture. The 5 Whys method works best for problems with a single root cause, but in reality, many UX issues are caused by a combination of factors. That's where these other tools come in. Here are a few extra tools to add to your UX detective toolkit:

• Fishbone Diagrams (Ishikawa)

Visualize multiple potential causes. Also known as cause-and-effect diagrams, these help you organize a large number of potential causes into categories (e.g., people, process, technology, environment) and see how they relate to each other. Instead of a linear progression of "whys," you create a branching diagram that explores all the possible contributing factors. This can be especially useful when dealing with problems that involve multiple stakeholders or complex systems. For instance, in the e-commerce example, a fishbone diagram might reveal that cart abandonment is caused not only by a lengthy checkout process but also by factors such as unclear shipping costs, a lack of trust in the website's security, and limited payment options.

• User Journey Maps

Identify user pain points and their reasons. By mapping out the user's end-to-end experience, you can pinpoint the exact moments where they encounter friction or frustration, and then use the 5 Whys to delve into the reasons behind those specific pain points. User journey maps provide a visual representation of the user's interactions with a product or service over time, highlighting their emotions, motivations, and pain points at each stage. This can help you understand the context in which the problem occurs and identify any underlying patterns or trends. They allow you to see the user's experience from their perspective, uncovering hidden pain points that might not be immediately obvious.

• User Interviews

Because, you know, talking to users is still kinda crucial. While the 5 Whys can help you formulate hypotheses, user interviews provide qualitative data and deeper insights. Ask open-ended questions like, "What's frustrating about this process?" and then follow up with, "Why?" (See? We're back to the "Why"!) You can also combine user interviews with the 5 Whys by asking the "why" questions directly to users as they interact with a product or service. This allows you to gather real-time feedback and observe their behavior in a natural setting. User interviews provide valuable context and nuance that can't be obtained through quantitative data alone.

Step 3: Ask ‘What’ Like a Philosopher

‘Why’ gets all the attention, but ‘What’ is your scalpel. It's sharper, more specific, and capable of slicing through vague assumptions.

Here are your go-to ‘What’ questions:

• What is the user really trying to do?

• What is their context—mentally, emotionally, environmentally—when this need arises?

• What’s broken about their current workaround?

• What would make their life delightfully easier?

• What does success feel like to them?

• What are they afraid of if they make the wrong choice?

  
  

The answers to these ‘What’ questions build the bridge between user motivation and product direction. They bring empathy into structure. It’s where psychology meets functionality. It’s where emotional design meets actionable UX.

Bonus round: Start mapping these ‘What’ questions into user journey maps, experience flows, or empathy maps. You’ll start seeing where the friction really is—and it’s often not where you think. Sometimes the obstacle isn’t the interface—it’s a broken expectation or a missing reassurance.

Step 4: Reframe the Problem (And Then Reframe It Again)

Once you’ve grilled your way through the questions, write a problem statement. Then—flip it. Rewrite it from the user’s perspective. Reframe it as an opportunity. Say it out loud. Make it punchy. If it doesn’t feel like a compelling mission, you haven’t hit gold yet.

Bad: “We need to increase signups.”

Better: “Busy users need a faster way to start using our app without giving us their life story.”

Best: “How might we help busy users feel confident and curious enough to start using our app in under 60 seconds?”

That last one? That’s design fuel. It gives your team purpose and direction. It makes the problem feel solvable, exciting, and human. A well-framed problem can spark innovation across disciplines—from content strategy to backend dev.

Don’t underestimate the power of reframing. Reframing aligns teams, sharpens priorities, and gets everyone’s head in the game. It can turn an overwhelming challenge into an irresistible design opportunity.

Also, reframing invites play. It lets you toy with possibility instead of obsessing over limitation. That’s where the magic happens.

Why This Should Always Be Step Zero

Because if you don’t know the real problem, your beautiful solution might be completely irrelevant.

Worse, you waste your team’s time, your user’s patience, and your own creativity. Problem definition isn’t just step one—it’s the compass for everything that follows. It ensures that the hours you pour into designing, testing, iterating, and shipping are moving in the right direction.

When you define the problem correctly:

• Decisions become clearer.

• Ideas get sharper.

• Priorities become easier to defend.

• Success metrics actually make sense.

• Feedback becomes more useful.

• Testing becomes more targeted.

  
  

Plus, you reduce scope creep, avoid rework, and actually solve the thing users care about. That’s not just good UX—that’s good business. That’s how products earn trust and loyalty.

So before you jump into Figma or gather your sticky notes, grab your metaphorical magnifying glass. Be curious. Be relentless. Ask until the answers get uncomfortable or surprising.

Because great UX doesn’t start with the solution.

It starts with the right question—and the courage to keep asking until it hurts a little.

Why This is the BEST First Step (in case you missed it)

I'll say it again, louder for the people in the back: Understanding the real problem is paramount. It's the foundation upon which all successful UX design is built. It:

• Saves time and resources

By targeting the root cause, you avoid wasting time and effort on solutions that only address the symptoms. You're not chasing your tail, constantly patching up problems that keep reappearing. You're investing your time in solutions that provide long-term value and prevent future issues. This efficiency not only saves money but also boosts team morale and productivity.

• Leads to better solutions

When you understand the fundamental nature of the problem, you can design solutions that are more effective, elegant, and user-centered. You're not just putting out fires; you're preventing them from happening in the first place. You're crafting solutions that truly meet the needs of your users and align with the business goals. By addressing the root cause, you're creating a more robust and sustainable solution.

• Increases user satisfaction

Users are happier when they can achieve their goals quickly and easily. By addressing the root causes of their frustrations, you create a more seamless and enjoyable experience. This translates to increased loyalty, positive word-of-mouth, and ultimately, a stronger bottom line. A satisfied user is more likely to become a loyal customer and advocate for your product or service.

• Boosts your credibility

As a UX designer, your ability to identify and solve the right problems is what sets you apart. You become a trusted advisor, a strategic partner who can drive meaningful results. You're not just a pixel pusher; you're a problem-solver, a user advocate, and a key contributor to the success of the product or service. Your expertise in root cause analysis will make you an invaluable asset to any team.

So, the next time you're faced with a design challenge, resist the urge to jump straight into wireframing. Take a deep breath, channel your inner Sherlock Holmes, unleash the power of the 5 Whys (and your other detective tools), and dig deep until you uncover the real problem. Your users (and your portfolio) will thank you for it!

Now, go forth and be a problem-finding ninja.

Your users will thank you.

Your team will thank you.

And, Future You will definitely thank you.

Happy Designing!