Dig Deeper with the “5 Whys” 

A simple yet transformative technique for product managers

In the world of product management, assumptions can be your worst enemy. It's easy to jump to conclusions about what users need or why they're struggling, only to find out later that you missed the mark. That's where the "5 Whys" technique comes into play. This simple yet powerful method helps you get to the heart of user problems, leading to solutions that truly resonate. 

Let's break down how you can effectively use this approach to uncover the real issues users face and create a more user-friendly product. 

The "5 Whys" technique is straightforward: when confronted with a problem, ask "why?" five times to dig deeper into the issue. Each "Why?" peels back another layer of the problem, moving you closer to the root cause. For example, if users are struggling to complete a task in your app, the first "Why?" might reveal that the navigation is confusing. The second "Why?" could uncover that important features are buried in submenus. By the time you reach the fifth "Why?", you might discover that the app's design doesn't align with user expectations, or that the onboarding process failed to clarify key functions. 

This process helps you move beyond surface-level symptoms and develop solutions that address the core of the problem. A few things to keep in mind if you give it a shot:

The success of the "5 Whys" technique hinges on how it's introduced and adopted within your team or organization. You can't simply start a meeting and bombard everyone with "Why?" questions—this could be perceived as confrontational. Instead, present the "5 Whys" as a structured methodology. Start small, gradually incorporating it into conversations and decision-making processes. Over time, this approach will become second nature, fostering a culture of curiosity and deeper problem-solving.

A well-formed "Why?" is specific and directly related to the problem at hand. Vague or general answers to "Why?" questions may indicate that the problem isn't clearly defined yet. To get to the root cause, ensure each "Why?" is targeted and builds on the previous one. This will lead to a more accurate diagnosis of the issue and, ultimately, more effective solutions.

While the technique is called the "5 Whys," the number is less important than the depth of understanding you achieve. Sometimes, you'll reach the root cause after three or four "Whys," while other times, you may need more than five. The goal is to dig deep enough to uncover the fundamental issue before investing significant time and resources into solving it.

Using the "5 Whys" technique in product management can be a game-changer. By systematically challenging assumptions and digging deeper into user problems, you can 

create products that truly meet user needs.

 Remember, it’s not just about asking questions—it’s about fostering a mindset of curiosity and a culture that values understanding the real issues before jumping to solutions.

Product mindsets, espresso machines and what makes technology stick.


Aim for indispensable | Foxbox Digital

My espresso machine has become a more significant pillar of my life than I’d care to admit. It’s the cornerstone of my morning routine, my reliable rescue for sleepy afternoons, and my favorite ritual to perform for guests around our kitchen table.

Would I survive without my espresso machine? Arguably yes. Am I interested in such experiments? Absolutely not. To me, it’s

Which is the exact rare distinction any digital product should aim for. Whether it’s a telehealth app to make checking symptoms easy and fast, or a digital key to your apartment door, the goal should be to deliver people something that becomes so ingrained in their routines that they can’t imagine life without it.

The kind of consistent, hyper relevant reliability whose absence is felt, and whose value becomes hard to replace.

In any project, it’s good to debate how success should be measured. But we should always aim for something that’s hard to replace.

When a product becomes indispensable to customers, it becomes indispensable to the business that built it.

Staples for customers = growth engines for you. No matter the industry or how narrow the   target user, I believe it to be the North Star that’s always worth following. For us at Foxbox, it’s is far more than a tagline, but rather a built-in way to ensure we:

Understand your customers on a human level

Delivering a product customers feel like they “can’t live without,” is only possible if we first understand how they live. Not just how they perform a single isolated task, or their preferred menu screen, but who they are, what they care about, and what type of experience they’re longing for, even if they can’t articulate it yet.

Finding the answers to those questions is 

 of any digital product. It makes strategists, designers and developers hyper aware of points of friction in a user’s journey, the kind that are easy to overlook or accept as “the nature of the beast.”

Good UX researchers, designers and product leaders just know how to keep digging. Because the good stuff rarely lies at the surface.

Since our founding, our development philosophy hasn’t changed but only gotten sharper: Iterate constantly, build cross functionally, and treat things like CI/CD, automated testing, Agile, and user validation as 

non-negotiable pieces of every puzzle we solve for our clients.

It’s how we ensure we’re not only testing early assumptions about users, but also every key development decision that will actually bring the product to life. Why? Because harmony between user expectations, technical performance, and measurable business value isn’t always struck on the first chord.

Shortsighted, rushed products find their way to the recycling bin just as quickly as they’re built. Building a product that delivers sustainable long-term value means nobody loses sight of the bigger picture.

It means building platforms, products and systems that are designed for both immediate performance and long-term scalability and flexibility.

It means leveraging things like continuous delivery, scrum and automation to deliver with ease and working meticulously to address  intricate security and privacy requirements unique to our clients’ business. It’s also why 

 to delivering on promises to customers, proactively identifying issues and ensuring processes are in place to resolve issues and respond to user requests.

As the pages of barely used apps on my phone can attest, all it takes is a brief dip in functionality for a digital product to be put on the proverbial shelf. Like any relationship, trust between users and a product is earned over weeks, months and even years. But it can be lost in mere moments. So plan accordingly.

If you can deliver your customers an experience that lives up to that standard of “indispensable”, the product itself takes on the same role within your business.

It becomes much more than just a product. It becomes the beating heart of your organization, the stalwart foundations that sustains new opportunities, revenue sources, insights, and invaluable industry advantage.

Indispensable is not easy to reach. But it should always be the direction that tells us where to go 

If you agree, and want to define what indispensable looks like for your customers and your business, 

productdesign

2 posts tagged with “productdesign”

Dig Deeper with the “5 Whys”

Aim for indispensable