Not every problem lies on the surface. Challenge Card 01 from the Arplaytecture deck invites us to look more profoundly: “The problem to solve does not always appear directly in front of your eyes. Dig deep under the surface to recognise the true challenge of offering innovative solutions.”
As Kelley and Kelley remind us:
Sometimes, the first step toward a great solution is to reframe the question. Starting from a different point of view can help you get to the essence of a problem.1
When combined with the Anthropologist role, this challenge card highlights the importance of observing, empathising, using your intuition and questioning to uncover the authentic, often hidden core of the problem. By approaching the challenge with a beginner’s mindset, staying curious, and immersing ourselves in the user’s context, we can reveal the hidden truths that drive genuine innovation.
Let’s explore this challenge from the anthropologist’s perspective through the five stages of the design process.
Empathise: Observe with a Beginner’s Mind
The first step is to engage with users as if you were experiencing their world for the first time. Let go of all assumptions and observe deeply.
Be open-minded and curious, like a child. Look for emotional cues, unusual habits, and unexpected behaviours. Don’t just focus on what users say—also observe what they do and how they interact with their environment and reflect on what they don’t say.
For example, if you’re redesigning a public park, don’t simply ask users what they want—watch how they naturally engage with the space. You might notice that they avoid shaded areas due to uneven paths, not because they dislike the shade. This insight reveals a deeper problem than you might have initially perceived.
Empathising with users involves more than just listening; it requires immersing yourself in their reality and allowing their stories to unfold.
Define: Reframe the Problem
Once you have collected your observations, the next step is to define the problem. However, as an anthropologist, your goal is to reframe the problem if necessary.
Don’t settle for the obvious. Ask profound questions and look beneath the surface. Frame the problem in terms of users’ genuine needs and desires, even if the users are unaware of these needs.
For example, if the challenge is to “improve the park’s accessibility,” dig deeper. Why do some users feel excluded? Is it a lack of physical access, or are cultural, social, or emotional barriers at play? Reframe the challenge as a “How might we” question: “How can we design a park that feels welcoming to everyone?”
By redefining the problem based on authentic insights, you ensure the solutions are grounded in real user needs.
Create: Build Stories and Brainstorm Solutions
This is where creativity takes centre stage! When you step into the role of an anthropologist, use the stories you’ve uncovered to guide your brainstorming.
Develop narratives around the users. Imagine their daily lives and how your design could enhance their experiences. Ask yourself, “What’s beneath the surface, and how can I address it creatively?”
For example, consider a public park. Picture a mother with a stroller navigating the space. Consider her challenges: uneven paths, poorly marked play areas, or seating too far from where her child plays. Brainstorm solutions like stroller-friendly pathways, shaded benches, or playful wayfinding elements.
Storytelling and contextual thinking help ground creative solutions in the real experiences of users.
Prototype: Test Assumptions with Tangible Models
Prototypes allow you to test your insights and assumptions. Playing the anthropologist, your prototypes should focus on experiencing the user’s perspective.
Create low-fidelity models that reflect the users’ emotional and functional needs. Involve them in the prototyping process to refine your ideas.
For the park redesign, prototype a section of the pathway using temporary materials. Invite users to walk through it and observe how it feels. Do they navigate more comfortably? Does it address the deeper accessibility issue you uncovered?
Prototypes should be tools for learning and refining—not perfect solutions.
Test: Observe and Iterate
Testing is not merely about gathering feedback; it’s about observing users closely and refining your design based on your learning.
Pay attention to how users interact with your prototype. Observe their interactions and emotional responses rather than just asking if they like it Look for genuine reactions and unexpected behaviours.
As users test your prototype, take note of whether they are naturally drawn to or avoid the redesigned pathway. Think critically about the reasons behind their choices. Use both their feedback and your observations to make improvements.
Using an anthropologist’s perspective during testing ensures that your solution addresses the underlying problem rather than just the superficial symptoms.
The Power of Digging Deeper
By focusing on the real problem, Challenge Card 01 encourages us to embrace curiosity, empathy, and deep questioning. When we approach the challenge from an anthropologist’s perspective, it transforms from merely solving a problem to discovering its true essence:
Who are the people affected by the problem, and what are their stories?
What emotional and cultural factors influence their needs?
How can we design solutions that resonate deeply with their realities?
As Kelley and Kelley (2013) remind us, great solutions often begin by reframing the question. The role of the anthropologist teaches us that digging deeper isn’t just about finding answers; it’s about uncovering meaning.
What is the real problem you are addressing? Take a closer look and trust your intuition; you might discover something transformative.
If I had asked my clients what they wanted, they would have said a faster horse. Henry Ford
- Kelley, T., Kelley, D. (2013). Creative Confidence. Unleashing the creative potential within us. London: HarperCollins Publishers, p. 89. ↩︎
