In the fast-evolving world of design and innovation, one question has become a powerful catalyst for progress: “How Might We?” Often abbreviated as HMW, this simple yet strategic phrase is a cornerstone of design thinking—a user-centered approach to problem-solving that values empathy, collaboration, and experimentation.
Rather than rushing to solutions or focusing on constraints, HMW invites teams to frame challenges as open-ended, actionable, and optimistic questions. The result? A fertile ground for creative exploration, better alignment, and more impactful innovations.
In this article, we’ll explore how How Might We questions work, why they’re so effective, and how you can apply them to generate solutions that truly matter.
“How Might We” is a reframing technique that turns a problem or user need into a question that opens up possibilities. Each part of the phrase has a purpose:
Instead of asking, “What’s the best solution to this issue?” a team might ask, “How might we reduce friction during the online checkout process?” This question doesn’t assume the answer but instead opens a door to diverse ideas and viewpoints.
HMW questions sit at the heart of the Ideate phase in the design thinking process. After empathy research and problem definition, teams use HMW to jumpstart brainstorming and align on design opportunities.
A strong How Might We question should be:
Let’s look at how different challenges can be turned into How Might We questions:
| 🛠 Problem Statement | ❓ HMW Question |
|---|---|
| “Users abandon carts at checkout.” | “How might we make the checkout experience more seamless and intuitive?” |
| “People feel overwhelmed by onboarding emails.” | “How might we deliver onboarding content in a way that feels helpful, not overwhelming?” |
| “The app doesn’t feel trustworthy.” | “How might we build trust through design and content in our app experience?” |
These questions spark brainstorming, co-creation, and user-driven prototyping.
Follow these steps to turn user problems into powerful innovation drivers:
Begin with user research. Understand what users need, feel, or struggle with.
Synthesize your research into a clear problem or design challenge.
Example: “Users feel frustrated by the complexity of our scheduling tool.”
Use the format How Might We + [reframe the problem insight] + [expand the opportunity]
Final: “How might we simplify the scheduling experience to feel more intuitive and enjoyable?”
Used to enhance user onboarding, reduce churn, or boost feature adoption.
Framing questions like, “How might we empower patients to better manage their own treatment?”
Teachers and students co-create solutions with prompts like, “How might we make virtual learning feel more engaging?”
Executives ask, “How might we future-proof our services in a shifting digital economy?”
HMW is not a one-time tactic—it drives continuous innovation. Each HMW question fuels:
It’s a loop that adapts to change, ensuring products and solutions remain user-focused and agile.
Instead, find a balance between ambition and focus, always rooted in user insight.
The beauty of How Might We lies in its simplicity and power. It transforms frustration into curiosity, blockers into blueprints. As design becomes more dynamic, inclusive, and agile, tools like HMW help us stay human-centered—no matter the challenge.
So next time you hit a design wall or team roadblock, pause and ask together:
👉 How might we turn this into an opportunity for impact?
