Customer Problem Statements

* Write a clear, concise, effective customer problem statement.

A customer problem statement is a clear, concise description of a real challenge that customers face, written from their perspective rather than the company’s. In the Design for Delight (D4D) methodology, the customer problem statement serves as the anchor for the entire innovation process. It defines what needs to be solved before teams begin brainstorming how to solve it.

Unlike product requirements or feature lists, which focus on the business’s agenda, a customer problem statement captures the unmet needs, frustrations, or barriers that customers actually experience in their daily lives. It translates customer insights—often discovered through observation, interviews, and empathy-building—into a focused articulation of the problem that sparks creativity and guides experimentation.

A strong customer problem statement is:

• Customer-Centric: It speaks in the voice of the customer, expressing what they are trying to accomplish and why it matters.

• Solution-Agnostic: It avoids presupposing features or technologies, leaving room for multiple possible solutions.

• Specific and Empathetic: It highlights the emotional and practical impact of the problem on the customer.

• Action-Oriented: It provides a clear and testable challenge that the team can address through prototyping and iteration.

One helpful way to structure a customer problem statement is:

My customer is…​

(provide a narrow description of the customer, with at least 2-3 specific characteristics about them.​)​

He/she is trying to…​

(describe the desired outcome the customer is trying to achieve here. )

But…​

(the specific pain point, problem, or barrier they encounter)

Because…​

(describe the root cause of the pain point, problem or barrier)

Which makes them feel...​

(describe their emotions)​

By crafting well-defined customer problem statements, entrepreneurs ensure that their innovation efforts are grounded in genuine human needs rather than assumptions. This increases the likelihood that new products, services, or processes will not only be adopted but also deliver delight.

Part of this topic was adapted from the Marshall University iCenter's D4D Training

David Wiley