First Principles
Start from the basics and find a new, more logical way of doing things.
DEEP Technique
Protect your emotional boundaries.
5W1H
Gather comprehensive information and provide clarity in various situations.
Brainstorming
A creativity technique designed to generate a large number of ideas.
Zoom-In and Zoom-Out Model
Allows you to handle challenges with clarity, whether you need to see the big picture or focus on the details.
Freud’s Iceberg Theory
Developed from human psychology, it help us understand how the conscious and unconscious mind interacts.
DIKW Model
Move beyond information overload and make truly wise decisions.
4Ps Problem-Solving Framework
Discover the real problem before solving it.
POEMS Framework
Gives teams a clear way to observe, classify, and interpret user behavior.
POEMS Framework: Structuring User Research for Deeper Insights
Gives teams a clear way to observe, classify, and interpret user behavior.
POEMS Framework
Why This Matters
We always want to capture insights to shape the product via user research, but sometimes we fall into the same trap.
You record everything they see or hear, then realize that most of the notes are irrelevant. Or they pay attention only to what stands out, and miss the small behaviors that reveal real needs. This happens because raw observation is messy and overwhelming.
A structured lens can turn scattered clues into meaningful patterns. That is where the POEMS Framework comes in.
What is the POEMS Framework
The POEMS Framework was developed by Patrick Whitney and Vijay Kumar at the IIT Institute of Design. Today, it is widely used in design thinking and qualitative research.
POEMS stands for:
- People
- Objects
- Environment
- Messages
- Services
Each element is a clue. Together, they form a complete picture of what users are doing, thinking, and feeling.
It guides researchers to focus on the elements that shape user behavior during real interactions with a product or service.
Core Concepts of the 5 Elements of POEMS
People
The individuals who are being observed. Their actions, reactions, and habits provide the foundation of user research.
Key questions:
- Who is involved?
- What are their goals?
- How do they behave under different conditions?
Objects
The physical items or digital elements that users interact with. These may include tools, devices, products, or environmental objects that influence behavior.
Key questions:
- What objects enable or constrain the user?
- How do they manipulate these objects?
Environment
The physical or digital space in which interactions occur. The environment may shape how users act, think, or decide.
Key questions:
- What setting surrounds the user?
- How does it affect comfort, attention, or performance?
Messages
All forms of information present during the observation, such as screen prompts, sounds, instructions, gestures, or emotional signals.
Key questions:
- What information does the user receive?
- How do they interpret it?
Services
The broader support system surrounding the experience, such as onboarding, assistance, guidance, or customer service.
Key questions:
- What services does the user rely on?
- Are these services smooth or frustrating?