MKT.5:1 - Problem frame

Use this pattern when the way customers encounter a product or service is inconsistent with the intended relationship or promise, or when several contributors need a shared concept for a new experience. Examples include an offer of independent use that requires repeated staff intervention, a reassuring message followed by an unexplained wait, or a useful service made exhausting by its arrangements.

The result is an explicit experience concept connected to feasible conditions of use, communication, environment, interfaces and people’s work, together with a way to discover whether the intended response occurs. An experience concept describes the character of the experience sought in the customer’s situation, such as calm independent completion with attainable help. The provider can arrange contributing conditions; the customer’s felt response remains a separate result to investigate.

The intended reader can describe the customer’s activity and obtain design and operating contributions. A broad experience programme is unnecessary when a local known defect has a sufficient remedy and no consequential connection changes. Correcting a wrong opening time can remain an ordinary correction. Specialist design remains with the responsible practice.