Opportunity Statements

After learning about your problem and target audience, you need to take those learnings and make them actionable for design. Opportunity statements focus the team’s attention and open up ideation of diverse solutions.

Serving suggestion

  • 1-6 people
  • 30-60 minutes

Pairs well with

  • Customer Journey Maps
  • Personas
  • Creative Brief


Get design buy-in from business stakeholders

Present insights & opportunities from research

View recipes


How to do it:

  • Gather and review research deliverables (insights, personas, journeys, etc).
  • Identify a specific user goal that needs improvement.
  • Write opportunity statements that address user needs and desired outcomes.
  • Affinitize and group statements around themes.
  • Prioritize statements to inform design.

Additional resources

How to Actually use “How Might We…?” Questions – Archipelagos

How to use How Might We questions in an effective way to map your challenge.

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Define and Frame Your Design Challenge by Creating Your Point Of View and Ask “How Might We” – Interaction Design Foundation

IDF has a great guide on framing design challenges from your point of view.

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How Might We – Design Kit

Ideo’s own Design Kit has a helpful guide on How Might We exercises.

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How Might We Write Better How Might Wes? – Andy Pipe

One of the best product design weapons is often the worst abused.

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