Circles is used to provide complete and thoughtful answers to product design questions.

• Comprehend the situation: ask clarifying questions (B/S: 5Ws and H ) and/or state assumptions
• Identify the customer: list persona, choose who to focus on
• Report the customer’s needs: provide a user story that conveys goals, desires, potential benefits
  • As a <role>, I want <goal/desire> so that <benefit>.
• Cut, through prioritization: prioritize, assess tradeoffs, make decisions. Create a prioritization matrix that estimates metrics (revenue, cx satisfaction)
• List solutions: brainstorm 3 big ideas that exploit future trends in tech and customer behavior
  • Reverse the situation & uncover new possibilities
  • Mix and match product attributes to get new combinations
  • Challenge the status quo
• Evaluate tradeoffs: define tradeoff criteria & analyze through a pro & con list
• Summarize your recommendations: specify product to recommend, recap benefits to user and/or company, explain why you prefer this over the others