The document discusses how to properly frame problems and scope challenges using design thinking methodology. It provides tips on writing How Might We statements, which are questions used to guide the design process by focusing on user needs rather than predefined solutions. The document includes an example of stakeholders providing context around issues with customer contracts and an agent then writing How Might We statements to help agents and customers better understand contractual processes so they can transact with confidence.

1. How do you know you’re solving the right problem?
Design Thinking for Salesforce builds
Katka Vokrinkova & Angela Conway

2. #CD2023 @CzechDreamin
● 9x certified Salesforce UX Designer
● Manufacturing and automotive fan
● Relentless advocate of design-led
experience and user-centric solutions
● Excited never-settler continuously
looking for opportunities to change
the status quo
● Gym rat. Dog lover. Handstander.
Katka Vokrinkova

3. #CD2023 @CzechDreamin
● 9 x certified Salesforce Strategy
Designer & enablement lead
● Occasional Salesforce exam writer
● User-centricity advocate
● Sticky notes aficionado
● Eurovision fan, spaniel mom & long-
term tribal belly dancer
Angela Conway

4. #CD2023 @CzechDreamin
Framing and Scoping

5. “Every good solution starts with
understanding your users
and their context.”
Trailhead > Challenge Framing & Scoping > Frame & Scope the Challenge

6. #CD2023 @CzechDreamin
Service agents must be able to
cancel customer contracts.
Business Requirement
Our client

7. #CD2023 @CzechDreamin
Immediate Solution

8. #CD2023 @CzechDreamin
Service agents must be able to
cancel customer contracts.
Reviewing Reasons for
Cancellation across the past 3
months, 65% of cancellations
were requested because the
customer was not aware of the
auto-enrollment.
Service agents are assessed
against a KPI on keeping calls
under 3 minutes in length.
30% of customers surveyed were
unclear on what was included in
the bundle package they are
currently signed up to.
The CEO has recently read
research that Good Customer
Service is the number one metric
linked to sustainable growth in
their industry.
Service agent turnover is high.
Agents undergo training on
explaining contracts to
customers every September.
Due to this, 47% of today’s
agents haven’t yet had this
training.
Customers sign up for a free
trial, which auto-rolls into
a contract once three months
has lapsed.
Our client

9. #CD2023 @CzechDreamin
Given that (context)...
how might we help (target audience)
to (take action)
so that they can (benefit / outcome)
How Might We Statements
Given that there is a lack of clarity
around contracts
how might we help agents and
customers
to fully understand contractual process
so that they can buy and sell with
confidence?

10. Activity

11. #CD2023 @CzechDreamin
1. Read & review your given persona
2. Use the template to write one or two How
Might We statements based on your given
persona
3. Present your persona back to your group: give
a 1 minute overview of their situation, and talk
through your written How Might We
statements
4. Discuss as a team and choose one How Might
We statement to feed back to the room
Instructions

12. #CD2023 @CzechDreamin
Given that (context)...
how might we help (target audience)
to (take action)
so that they can (benefit / outcome)
How Might We Statements
Given that there is a lack of clarity
around contracts
how might we help agents and
customers
to fully understand contracts
so that they can buy and sell with
confidence?

13. #CD2023 @CzechDreamin
Uses of How Might We Statements
Challenge Framing
Clarify the project’s purpose
and unify the design team with
a common challenge to solve
to make sure it stays within an
agreed scope.
Synthesis
Articulate opportunities for
design after new
insights/findings have
emerged from users to guide
the ideation and concepting
phases.
Ideation
Generate ideas around
specific aspects of the larger
design challenge. You create
many HMW statements and
use several per brainstorm or
ideation session.
Iterating
Guide iterations in prototyping
to see if the prototype
answered the question, and
refine it as you learn new
findings from users to refine
the question.

14. #CD2023 @CzechDreamin
Angela’s Top Tips
Include desired outcome rather than
solution
Keep it broad enough to allow for
brainstorming
Choose words like enable, empower,
help instead of design, build, or create

15. #CD2023 @CzechDreamin
Katka’s Top Tips
Focus on problems or insights you have
uncovered
Phrase your HMW questions positively
and make them inspirational
Keep it collaborative
Katka’s Top Tips

16. #CD2023 @CzechDreamin
Summary
Instead of configuring Contract Cancellation flow and a button,
we considered all this:
• Business process pain points
• Business objectives and KPIs
• Agent performance and experience
• Customer satisfaction
• Change management
• Technical dependencies
• Scalability
Thanks to How Might We Statements
Service agents must be able to
cancel customer contracts.
Our client

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