UX Framework

5 Whys

What it is

A root-cause analysis method where you ask “Why?” five times to uncover fundamental problems beyond surface symptoms.

How to use

Checklist:

  • Problem statement (clear & specific)
  • Whiteboard/digital tool (Miro, FigJam)
  • Timer (5–10 mins per problem)
  • Diverse stakeholders (2–5 people)

Time:

  • 5–15 mins per problem
  • 2–5 (include frontline staff + decision-makers)

Participants:

  •  2–5 (include frontline staff + decision-makers)

Steps:

  1. Define the problem (e.g., ‘Users abandon baskets at checkout’).
  2. Ask “Why?” #1:
  • ‘Why are they abandoning?’ → ‘Delivery costs surprise them’ ✅
  • ❌ ‘Bad UX’ (too vague)
  • Repeat 4 more times:
    • Why #2: ‘Why are costs surprising?’ → ‘Fees only appear at checkout’
    • Why #3: ‘Why not show fees earlier?’ → ‘Pricing rules are complex’
    • Why #4: ‘Why are rules complex?’ → ‘No real-time carrier API’
    • Why #5: ‘Why no API?’ → ‘Budget not allocated’ ← ROOT CAUSE
  • Verify: Test if reversing the chain solves the problem.

    • Tips & Variations

    • Go beyond 5? Stop when the cause is actionable (e.g., 'budget issue').
    • Multiple roots? Split into separate chains (e.g., pricing vs. payment errors).
    • Avoid:
      • Leading questions ('Is it because of X?').
      • Blaming people ('Steve forgot' → Focus on process gaps).

    Why this method

    Pros

    • Exposes systemic flaws in <10 mins
    • Prevents surface-level fixes
    • Works for any problem (UX, operations, business)

    Cons

    • Risky without diverse perspectives (echo chambers)
    • Over-simplifies complex issues
    • Assumes linear causality (not always true)

    Find out more

    Back to

    Next Step