Black Friday Week: €299 for the complete Problem Framing Course — 80% off until December 3rd.
self-paced online course

Problem Framing ⭐️
Facilitate decision-making like a PRO

Align Stakeholders in Just One Day.
No more endless meetings. No more guessing games. Learn the high-impact Problem Framing System top facilitators use to drive decisions, prioritize with confidence, and get teams aligned fast.

6 hours, 5 modules, 18 lessons, 44 instructional videos
6 hours, 5 modules, 18 lessons, 44 instructional videos
Downloadable: Templates, 200+ PPT Workshop Slides, Agendas
Downloadable: Templates, 200+ PPT Workshop Slides, Agendas
Live coaching, support, and bi-weekly calls
Live coaching, support, and bi-weekly calls
Access to experts from our global community
Access to experts from our global community
John Vetan & Dana Vetan

We launched the Problem Framing Workshop in 2018 at Google, and since then Design Sprint Academy has taught 800+ consultants, facilitators, product & innovation leaders how to use problem framing workshops to facilitate decision-making with stakeholders while keeping the customer focus. It's your turn now.

Ebay
Google
Amazon
Elm
Addidas
RGA
SAP
Stepstone
Turner
Whitch
Redbull
Caterpillar

Great Leaders don't wait for alignment. They facilitate it.

Dealing with difficult stakeholders, conflicting priorities, misaligned goals, and information overload demands a smarter, more effective way to work.

Great Leaders are a Hub of Collaboration.

Trapped in the decision-making bottleneck?

❌ Difficult stakeholders

Stakeholders pushing for features that don’t make sense?

❌ Lack of clarity

Struggling to articulate new value propositions, especially in the era of AI?

❌ No customer focus

Not sure what customers want, or how to do effective product discovery?

Can’t break free? It doesn't have to be your reality.

There’s a way out
—it’s facilitation mastery.

Enter Problem Framing

- it-s your key to clarity, focus, and strategy.

Imagine walking into a room of stakeholders, you guide them through a structured process and they walk away aligned, focused and ready to act. In only 1 day, you can achieve what normally takes months of meetings and back and forth.
Problem Framing Process

Phase 1 - Discovery is where you build a clear, evidence-based understanding of the problem space. You identify a range of potential opportunities, define your Minimum Viable Customer Segment, and validate what users truly need using existing data, customer insights, and targeted interviews.

Phase 2 - Workshop Preparation turns your research into a clear narrative and sets the stage for alignment. You gather the right decision-makers, map their goals and constraints, and translate your insights into visual diagrams — customer journeys, personas, pain point maps — that make the data easy to understand and impossible to ignore.

Phase 3 - Workshop Facilitation is where everything comes together. Using a structured, four-step flow, you guide stakeholders to define an aligned, actionable problem statement. The result? Alignment, clarity, and commitment — not more ideas to debate later.

Fast-track alignment

Achieve clarity in hours—not months—by identifying the right problems.
With tools and methods made for you, integrate them in any flow and watch your leadership skills grow.

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Target the right audience: identify and prioritize your customer audience for new features and product launches.
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Drive decisions with data: No data? We’ll show you how to do enough research to inform decisions. Too much data? You’ll learn how to make sense of it and extract the essence.
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Turn research data into powerful visualizations: Customer Journey Maps, Service Blueprints, Personas to reveal context and change stakeholders' perspective.
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Facilitate fast, structured workshops—for problem definition, prioritization and decision-making. This will change your meetings forever!
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Manage stakeholders with confidence: Engage stakeholders based on their role and status and influence decision-making. No such thing as a difficult stakeholder.
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Define new value propositions: articulate with clarity new value propositions that bring value to both business and customers.

Course Curriculum

The curriculum guides you through the entire Problem Framing process, step by step, from messy problems to clarity in depth. You'll learn to prioritize, align, and decide with proven methods trusted worldwide.

Problem Framing Overview

This module will give you an overview of the problem-framing process and the different scenarios in which you can use it.

1.1 What is Problem Framing?
Definition & high-level overview of the Problem Framing stages.
1 video
6:42 min
1.2 Why Problem Framing?
This module explains the importance of Problem Framing, showcasing how it helps align teams, avoid solving the wrong problems, and focus efforts on challenges that drive the most impact.
1 video
6:42 min
1.3 Who is it for?
How Problem Framing fits into the role of product leaders.
1 video
8:27 min
1.4 When Problem Framing?
A breakdown of scenarios and project phases where Problem Framing adds value, such as Agile development cycles and new value propositions.
1 video
6:32 min
Opportunity Finding

In this module you will learn how to make sense, categorize and prioritize with your stakeholders what problems you should be working on.

2.1 Cynefin Framework
  • Categorize problems with stakeholders
  • Help stakeholders decide how to approach solving them
  • Learn how to facilitate a Cynefin workshop with stakeholders
4 videos
19:21 min
2.2  4U  Framework
  • Evaluate and prioritize problems using the 4U criteria (Unworkable, Urgent, Unavoidable, and Underserved).
  • Identify product hypothesis and assumptions
  • Learn how to facilitate a 4U workshop with stakeholders
4 videos
39:02 min
Fact-finding

In this module, you will learn how to identify and define your target customer, evaluate your research data, and decide what additional discovery you might need to do.

3.1  Minimum Viable Customer Segment (MVS)
  • Learn how to define the Minimum Viable Customer Segment for your product
  • Identify assumptions & gaps to guide further research
3 videos
9:54 min
3.2 Research & Insights
  • How to do "Just Enough Research"
  • Two case studies from our client work: Redbull & a global manufacturer
  • How to plan your research (Strategic Opportunity Brief Template)
3 videos
30:00 min
Preparing for Problem Framing (Problem Finding)

In this module, you’ll learn how to prepare for a problem-framing workshop, from identifying and engaging stakeholders to collecting and visualizing research data needed for decision-making.

4.1  Stakeholder Mapping
  • Identify and categorize stakeholders.
  • Select the right stakeholders for the Problem Framing Workshop.
  • Conduct stakeholder interviews.
5 videos
13:49 min
4.2 Importance of Data Visualization
  • Learn how to visualize research data to reveal context and facilitate data-driven decisions.
  • Understand common types of visualizations for Problem Framing workshops.
2 videos
18:43 min
4.3 Personas (based on MVS)
  • Understand what a persona is
  • Learn how to conduct customer interviews.
  • Synthesize and analyze interview data.
  • Explore types of personas and persona templates
  • Build a persona using custom attributes.
3 videos
36:38 min
4.4  Journey Maps
  • Learn what a journey map is and its elements.
  • Understand levels of data granularity in a map.
  • Five mistakes to avoid when building a Journey Map
  • How to build a Journey Map in 5 simple steps
3 videos
38:13 min
Running a Problem Framing Workshop (Problem Definition)

In this module, you’ll learn how to run a problem-framing workshop with your stakeholders to define problems and align them on priorities.

5.1 Facilitation Essentials
  • Understand the facilitator's role
  • 9 Tactics every facilitator should know
2 videos
18:30 min
5.2 Welcome & Warm-up
  • Introducing the workshop objective, participant roles, and manage expectations
  • Icebreaker for group introductions
3 videos
12:49 min
5.3 Contextualizing the Problem
  • Aligning  stakeholders on a shared understanding of the context
  • External and internal factors impacting the problem space
2 videos
18:57 min
5.4 Justify the business need
  • Understanding business perspective
  • Guide stakeholders define success objectives & metrics (KPIS)
2 videos
23:08 min
5.5 Understand the customer
  • Leverage personas & maps to help stakeholders understand customer problems and desired outcomes
  • Uncovering customer-focused opportunities
2 videos
32:02 min
5.6 Problem Statement
  • Defining clear and actionable Problem Statements
  • Prioritizing Problem Statements
  • Creating an action plan & getting sign-off
2 videos
24:57 min

Not Just a Course
-It’s Action You’ll Take

Knowledge is great, but execution’s what’s at stake. Along with the course, you’ll gain access to the exact resources, tools, and templates we use with global brands like eBay, Siemens, Daily Mail, Red Bull, Adidas — so you can immediately apply what you’ve learned. It’s as practical as it gets.

Along with the course, you’ll gain access to the exact resources, tools, and templates we use with global brands like eBay, Siemens, Daily Mail, Red Bull, Adidas — so you can immediately apply what you’ve learned. It’s as practical as it gets.
A complete system for product discovery and preparing and conducting problem-framing workshops with your stakeholders.

Your facilitation stack

1

2 Workshop Formats

To run with stakeholders to categorize, evaluate, and define problems.
  • 4U Workshop (1 hour)
  • Problem Framing Workshop (1 day)
2

Facilitation Resources

Everything you need to facilitate a problem-framing workshop.
  • Facilitation decks with detailed notes and instructions
  • Worksheets for individual and group work
  • Minute-by-minute agendas and checklists
3

Customizable Templates

To use in your pre-work and workshops.
  • Personas
  • Customer and Stakeholder Interview scripts
  • Customer Journey & Experience Maps, Service Blueprints
4

Live Coaching Calls

Bi-weekly calls with John & Dana when you need help with your projects or have specific questions about the course content. See how Problem Framing works through practical case studies from our work with brands like eBay, Siemens, Daily Mail, Red Bull, Adidas.
John Vetan
5

Problem Framing Community

Exclusive access to our Problem Framing Community, where you can get all your questions answered by Design Sprint Academy’s experts and community members.
DSA Community Channel
Get Instant Access

What high-value facilitators are saying

Paulus von den Hoff
Senior Account Director AKQA
I took a problem framing training with Design Sprint Academy and was super happy with it. It provided a very valuable new framework alongside a lot of helpful techniques and resources that I could take away and use for my next workshop. The communication and facilitation was flawless.
Edwin Choy
Edwin Choy
LinkedIn Link
Digital Transformation, Amazon
Very useful, interactive and fun training. Great examples and methods/templates that can easily be used in different scenarios.
Vinit Srivastava
Vinit Srivastava
LinkedIn Link
Strategic Foresight Manager, Deloitte
The team delivered an exceptional Problem Framing workshop, skillfully facilitated with insightful case studies and extensive brainstorming sessions. The session was easy to follow and helped us take the first step of diagnosing problems. The team were super organised, responsive to questions and feedbacks, the workshop materials were great addition.

Why Choose Design Sprint Academy?

Since 2018, Design Sprint Academy has been at the forefront of teaching and facilitating Problem Framing and Design Sprints for some of the world’s leading companies, including Google, Amazon, eBay, Siemens, Daily Mail, Red Bull, Adidas, and Zalando. With over 800 Product Managers trained and countless successful workshops facilitated, we bring real-world experience and proven methods to help you become a full-stack Product Leader.

Dana Vetan
Your Trainer

Dana Vetan

Dana is a Senior Innovation Consultant and Co-Founder of Design Sprint Academy. With 20 years of experience, Dana has trained and coached hundreds of teams across industries, helping them validate ideas, reduce risks, and prioritize user needs.

Combining her background in psychology, facilitation skills, and expertise in design thinking, Dana designs training programs that empower teams to solve complex challenges and foster innovation. Her mission is to help others think creatively, run effective workshops, and design user-focused products.

John Vetan
Your Trainer

John Vetan

John works with some of the world’s leading companies to align stakeholders on problems worth solving, uncover opportunities for growth, and launch successful products.

With a previous  15 years of experience as a Head of Product, John has firsthand knowledge of the challenges that come with building and launching products. It was through this experience that he discovered the power of Problem Framing—a solution he now facilitates with top brands to drive alignment, clarity, and better product decisions.

Dana Vetan & John Vetan

The Problem Framing Online Course launches on December 16th, 2024, at the full price of €2,499—and yes, we’re deep in the process of recording and building assets!

Take the leap today! Why wait?

Here's what you'll get:

  • The Problem Framing Course:
    ⭐️ 6-hours of step-by-step training
    ⭐️ 5 modules, 18 lessons, 44 videos
  • Two ready-to-run workshop formats
    ⭐️ 4U (1-hour) for rapid triage
    ⭐️ Problem Framing (1-day) for full alignment
  • Workshop in a box
    ⭐️ 200+ PPT slides with speaker notes,
    ⭐️ Minute‑by‑minute agendas
    ⭐️ Checklists
    ⭐️ Field-ready templates
  • Live coaching calls
    ⭐️ Get unstuck, and learn from real case studies.
  • Private community
    ⭐️ Get answers from peers and experts
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Problem Framing course
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FAQ

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Will this conflict with the design sprint, agile, research, or discovery processes we already use?

Not at all. Problem Framing sits before these methods. It clarifies the right problem and aligns stakeholders so you can start your sprint, discovery, or design cycle with fewer conflicts and far more confidence.

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How does this compare to a typical brainstorming session or problem tree exercise?

Those methods surface ideas — Problem Framing surfaces decisions. Instead of diverging endlessly, the process grounds stakeholders in data, business priorities, and user insights, guiding them toward a clear, shared problem statement everyone commits to.

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Have others learned  Problem Framing?

Yes! Since launching Problem Framing with product teams at Google in 2018, more than 800 product professionals globally have learned and applied this approach. Here is a few case studies and teams we have worked with:  Google,  Elm, Eurobank, Virgin Media, Blue Shield of California, Autodesk, NHS, RGA,  Red Bull, Daily Mail, IFZA

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Who is this course for?

This course is designed for agile coaches, product managers, facilitators, and consultants who need to lead cross-functional teams, navigate complexity, and drive alignment. If you’re often the one asked to “get everyone on the same page” — this is for you.

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Do I need prior experience with Problem Framing or facilitation?

No. The course gives you everything you need: scripts, slides, agendas, templates, and walkthroughs.
If you’ve facilitated workshops before, you’ll immediately expand your toolkit.
If you’re newer, the step-by-step structure removes all guesswork.

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Can this course help me advance in my career as a Product Manager?

Absolutely! By mastering Problem Framing, you’ll elevate your role, becoming the go-to person for decision-making. You’ll also build your facilitation skills, learn how to guide stakeholders, and ensure that data and customer insights drive decisions—key skills that will make you stand out because most product managers are simply not trained on how to facilitate decision-making and dealing with stakeholders.

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How fast can I start running workshops with this?

You can start immediately. Most learners run their first workshop within 1–2 weeks. The course includes:
Plug-and-play slides
Minute-by-minute agendas
Pre-designed templates

So you can walk in with a clear plan, not start from scratch.

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Is this course useful for in-house teams and consultants?

Yes — it’s extremely effective in both settings.
In-house coaches/PMs use this to align teams faster and drive better product decisions.
External consultants use it to lead high-ticket discovery workshops and differentiate their offer.

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Can I use the slides, templates, and materials with my team or clients?

Yes. The materials are designed for repeatable use in your organization or consulting practice. You get lifetime access to the templates so you can adapt them to your style and reuse them across projects.

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How deep does the course go into research?

You’ll learn a practical, facilitator-friendly approach: just-enough research to validate your customer segment, uncover real needs, and support decision-making. No complex research methods, no weeks of analysis — only what you need to run a strong workshop.

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Can my company pay for the course?

Yes, many companies cover the cost of training and professional development. If you’re purchasing the course for a team, contact us at start @ designsprint.academy for special team pricing options.

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How will I receive ongoing support?

Along with the course content, you’ll get access to biweekly live coaching calls, where we’ll provide guidance and answer any specific questions. You’ll also be part of our exclusive Problem Framing Community, where you can connect with other product leaders, workshop facilitators, consultants, share insights, and get continuous support.

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Is there a guarantee or refund policy?

Yes — we offer a 14-day satisfaction guarantee. If you complete the course and feel it didn’t help you become a more confident facilitator, email us and we’ll refund you.

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How long will it take to complete the course?

The core content takes around 6 hours to complete. But you can go at your own pace, pause anytime, and revisit specific sections as needed. Many learners treat it like an on-demand facilitation reference library.