Effective Problem Descriptions
Example 1: E-Commerce Company
“First-time buyers on our e-commerce platform (especially those over the age of 55) abandon the purchasing process at the payment stage in 45% of cases, primarily during evening hours when customer service is unavailable. This results in lost sales estimated at 300,000 SEK per month. Our interviews show that uncertainty about payment security and delivery terms are the main reasons, reinforced by the lack of immediate help.”
Example 2: Health Application
“Users of our fitness app who are initially highly engaged (working out 3+ times/week) show a drastic decrease in engagement after 3-4 weeks, with 68% stopping the use of the app entirely within 2 months. This often occurs after they achieve an initial goal or miss a week of training. User interviews reveal that the lack of tailored progression and community support causes motivation to quickly diminish when the initial enthusiasm wanes.”
Example 3: B2B Software
“IT administrators in medium-sized companies (100-500 employees) spend an average of 12 hours per month manually managing user permissions and system access for new and departing employees. The process involves 5-7 different systems with separate logins and administrative interfaces, leading to security risks, delayed onboarding, and frustration for both IT staff and new employees. Particularly problematic is the management of temporary consultants and interns with time-limited access.”