self-paced online course

Problem Framing for Product Managers

Learn how to conduct high-impact Problem Framing Workshops to accelerate product discovery, align stakeholders on problems that matter, and make smarter product decisions—fast.

Get early access now
6 modules with 30 instructional videos
Downloadables: Templates, 100+ Workshop Slides, Agendas
Live coaching, support, and bi-weekly calls
Access to experts from our global community

We launched the Problem Framing Workshop in 2018 at Google, and since then Design Sprint Academy has taught 800+ product managers 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 product managers are a Hub of Collaboration.

Managing all stakeholders involved, while juggling information overload from various sources requires a more effective way to work.

Feeling trapped in the feature factory?

❌ 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?

There’s a way out.

Enter Problem Framing

Imagine getting your stakeholders to not only agree on priorities but to actively contribute to the product’s success by making smarter, data-driven decisions. In just a few hours, you can achieve what normally takes months—clarity on the problem, consensus on priorities, and alignment across the board.

👌 With Problem Framing, you’ll follow a step-by-step approach that integrates the best of product discovery, data visualization, and workshop facilitation.

🎯 This structured method will help you uncover customer needs and connect them to the business goals, align stakeholders, and define the right problems to solve.

Become a TOP Product Manager

This course will transform how you work and give you practical, effective and proven methods that can be integrated in any workflow, help you become a full-stack product manager and:

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

Course Curriculum

The curriculum takes you through the entire Problem Framing process, starting from messy, undefined problems to organizing and prioritizing them.

Module 1
Module 2
Module 3
Module 4
Module 5
Module 6
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’s Problem Framing
Definition & high-level overview of the Problem Framing stages
1 video
-
1.2 Who is it for?
How Problem Framing fits into the role of product & innovation managers.
1 video
-
1.3 When to use it
How to use Problem Framing to define product vision, prioritize roadmaps, or build an innovation pipeline.
1 video
-
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
1 video
-
2.2  4U  Framework
  • Evaluate and prioritize problems using the 4U criteria (Unworkable, Urgent, Unavoidable, and Underserved).
  • Identify product hypothesis and assumptions
  • Identify potential target customers
  • Learn how to facilitate a 4U workshop with stakeholders
1 video
-
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
1 video
-
3.2 Research & Insights
  • Understand different types of customer research
  • Leverage existing research and extract insights.
1 video
-
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.
1 video
-
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.
1 video
-
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.
1 video
-
4.4  Journey Maps
  • Learn what a journey map is and its elements.
  • Understand levels of data granularity in a map.
  • Learn about different types of maps (customer journey maps, experience maps, service blueprints).
  • Build a journey map based on research data.
1 video
-
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
  • Best practices
  • Set up the space (physical or virtual) for success
1 video
-
5.2 Welcome & Warm-up
  • Introducing the workshop objective, participant roles, and manage expectations
  • Icebreaker for group introductions
1 video
-
5.3 Contextualizing the Problem
  • Aligning  stakeholders on a shared understanding of the context
  • External and internal factors impacting the problem space
1 video
-
5.4 Justify the business need
  • Understanding business perspective
  • Guide stakeholders define success objectives & metrics (KPIS)
1 video
-
5.5 Understand the customer
  • Leverage personas & maps to help stakeholders understand customer problems and desired outcomes
  • Uncovering customer-focused opportunities
1 video
-
5.6 Problem Statement
  • Defining clear and actionable Problem Statements
  • Prioritizing Problem Statements
  • Creating an action plan & getting sign-off
1 video
-
5.7 Replay Report
  • Build a comprehensive report of workshop activities, decisions, and conclusions, with AI support
1 video
-
Implementing Problem Framing in your workflow

This module will teach you how to implement Problem Framing in your daily work.

6.1  How to get started
  • Find the right project
  • Select the right sponsors
  • Run the first project
1 video
-
6.2  Scaling in the Product Organization  
  • Documenting results
  • Selling internally

Not Just a Course.
There’s More.

Knowldge is great! But execution matters more. 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.

What you'll get

1

3 Workshop Formats

To run with stakeholders to categorize, evaluate, and define problems.
  • Cynefin Workshop (1 hour)
  • 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.
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.
Get early access now

What others 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
Digital Transformation, Amazon
Very useful, interactive and fun training. Great examples and methods/templates that can easily be used in different scenarios.
Vinit Srivastava
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 Manager.

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.

Book a call with Dana!
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.

Book a call with John!
The Problem Framing Online Course launches on December 16th, 2024, at the full price of €1,499—and yes, we’re deep in the process of recording and building assets!

🔥 Hot Deal!

We want to reward those who support us early while we finish building the remaining content. By joining now, you’ll secure the course at a significantly reduced rate:

grab now!

€599

Available until October 31st
Enroll Now
Life-time access
Upcoming price

€699

From November 1st to November 15th
Upcoming price

€799

From November 16th to November 30th
Upcoming price

€899

From December 1st to December 15th
❇️ Our Guarantee: If the course doesn’t launch on December 16th, we’ll refund you in full—and get you free access when released.

👥 For team licenses, reach out to us at start@designsprint.academy

FAQ

How is this course different from others?

First of all, there aren't any Problem Framing courses out there (if any). We developed this approach to tackle our own challenges with product development, stakeholders, and decision-making. It’s practical because we use it in our consulting work with teams from major organizations. When you take this course, you’ll be trained by doers, not just trainers.

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

Who is this course for?

This course is designed for product managers at every level as well as external consultants, facilitators, and innovation managers who work with product teams. Whether you’re just starting or you’re a senior PM, you’ll find practical tools and techniques you can immediately apply to lead effective workshops and make better product decisions.

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.

Can I apply what I learn immediately?

Yes! The course is designed to be practical, with templates, tools, and workshop formats that you can use right away.

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 for special team pricing options.

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 PMs, share insights, and get continuous support.

What is the refund policy?

We want you to feel confident in your purchase. If the course doesn’t meet your expectations or isn’t delivered as promised, we’ll refund you in full. And if the course launch is delayed, you’ll still receive free access once it’s available.

How long will it take to complete the course?

The course is self-paced, but on average, it can take 6–8 hours to complete the video modules, plus additional time for live coaching calls as needed and when you need them.

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