Chapter 2. Frame the Problem

“I guess you have to have a problem if you want to invent a contraption.

—THE WHITE STRIPES, “Effect and Cause”

“By not drawing a clear and compelling problem, you are cheating your team out of an incredible unifying and driving energy.

—TOM CHI, IN AN INTERVIEW WITH LUKE WROBLEWSKI

EVEN WHEN I THINK I’ve seen everything, I learn something new.

I recently worked on a search engine for an industry association. In the Google age, search seems mundane, a solved problem. But my client understood that, while the Google technology used on their site functioned just fine, there were nuances to designing a good search experience for their users.

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