Reframing is a powerful tool for designers and problem-solvers to view challenges from new perspectives, unlocking creative insights and innovative solutions. By forcing a shift in semantic perspective, reframing encourages empathy, explores hidden connections, and redefines constraints. Below, we outline the reframing process, as detailed in the accompanying slides and worksheet, with resources available for download.
Understanding Frames
A frame is essentially a perspective or viewpoint through which we see the world. As noted by Klein, Moon & Hoffman, "Even though frames define what counts as data, they themselves actually shape the data." Consider how a house fire is perceived differently by the homeowner, the firefighters, and the arson investigator - each brings their own frame to the same situation.
What Makes Reframing Powerful?
Reframing is particularly effective because it:
- "Re-embeds" a product, system, or service in a new (and not necessarily logical) context
- Explores associations and hidden links to and from the center of focus
- Posits "what if" scenarios implicitly
- Functions primarily as a tool for cognition
- Encourages empathy
- Forces understanding of various touchpoints
- Identifies implications and insights
The Reframing Process: A Real Example
Let's walk through the process using a simple object: a toothbrush. The magic of reframing comes from examining three key aspects:
1. Environment
What if we moved a toothbrush from its typical bathroom setting to:
- The kitchen (Goal: Remove food; Insight: Need tools for hard-to-reach places without mirrors)
- An airplane (Goal: Remove smells; Insight: Quick, discreet freshening in close quarters)
- A conference (Goal: Remove lettuce before speaking; Insight: Need clear indication of successful cleaning)
2. Perspective
What if we viewed a toothbrush through the eyes of:
- A dentist (Goal: Prevention; Insight: Need "future-proof" cleaning capabilities)
- A hotel housekeeper (Goal: Room cleaning; Insight: Minimize disposal footprint)
- A blind date (Goal: Attractiveness; Insight: Need subtle ways to alert others about food in teeth)
3. Embodiment
What if a toothbrush became:
- A plant (Goal: Natural cleaning; Insight: Explore natural cleaning properties)
- A spray (Goal: Frictionless cleaning; Insight: Quick-acting mist solution)
- A service (Goal: Professional cleaning; Insight: Quick-stop dental services)
How to Conduct a Reframing Session
- Identify Your Focus
- Clearly articulate the product, service, or system being reframed
- Note: This might not be exactly what was initially requested
- Prepare Your Charts
- Create three large charts: one each for environments, perspectives, and embodiments
- Each chart should have columns for: new framing, primary user goal, and implications/insights
- Free Associate
- Work on all three charts simultaneously
- Generate new items for the left column of each chart
- Suspend all criticism at this stage
- Define Primary Goals
- Fill in the primary goal for each new framing
- Focus on creating credible stories
- Judge responses only in relation to the goals
- Generate Implications
- Fill in the implications and insights column
- Allow multiple implications per item
- Create new rows as needed to capture all insights
- Again, suspend criticism
- Extract Relevant Insights
- Consider your project's specific constraints
- List the most relevant implications and insights
- Integrate these with your existing design criteria
Best Practices
- Work in groups when possible
- Plan for several hours to complete the process
- Use large paper for better visibility and collaboration
- Apply this method when redesigning or reimagining existing tools or systems
- Ensure all participants understand the subject being reframed before starting
