This framework has been created by consumer behavior research and digital health expert, Aruna Chawla, to help early-stage founders develop a nuanced understanding of their users so they can build the right product from the get-go. She is also an ex-founder.

This framework is based on her learnings from working with 50+ global companies on conversion optimization and doing over 1000 conversations with potential users for her previous startup. Read her guest blogThe Lazy Founder’s Cheatsheet: Using User Conversations To Get Work Done” on Betafi to understand how she applies the framework for her own work.


Table of Contents:


Problem Statement

Time: <2 minutes

Enter your problem statement here.

An example of a good problem statement: Going to the video store is a pain. People don’t like traveling back and forth just to rent a movie and they hate paying late fees even more. Can you guess which company must have used this problem statement?

Note that this problem statement does not include or reference a solution.

Additional reading:

1: Struggling to solve a problem? Try reframing it.

Struggling to Solve a Problem? Try Reframing It.

2: How to avoid rushing to solutions when problem-solving?

How to Avoid Rushing to Solutions When Problem-Solving