Product Design Framework

The CIRCLES Method

CIRCLES is the most widely-used framework for product design questions. It provides a structured, repeatable approach that covers all key dimensions of product thinking.

The Steps

C — Comprehend the Situation

Start by asking clarifying questions. What is the goal of this product? What constraints exist? Is this a new product or improving an existing one?

Confirm the goal out loud. "Just to confirm, we are designing a brand-new product for X, and the goal is Y — is that right?"

I — Identify the Customer

Define who you are designing for. Lewis Lin recommends explicitly listing at least five distinct user types before choosing one. This forces you to think broadly before narrowing.

Step 2 — Evaluate each segment on two dimensions: size (how many exist?) and pain intensity (how badly do they need this?).

Step 3 — Choose one. Pick the segment where you can create the most value. Explain your choice out loud.

"I'm going to focus on [user type] because they have the highest pain and represent a large enough market to matter."

R — Report the Customer's Needs

Empathize with your chosen user. What are their goals, frustrations, and context?

Use the Jobs-to-be-Done format: "When [user] is trying to [goal], they struggle with [pain point] because [root cause]."

Apply the 5 Whys to find the real need. Don't stop at surface-level pain. Keep asking "why?" until you reach the underlying motivation.

This depth of insight leads to far more creative and differentiated solutions.

C — Cut Through Prioritization

You cannot build everything. Prioritize the most impactful user needs using a framework.

Pick the top 1-2 needs to solve. Acknowledge what you are leaving out and why.

L — List Solutions

Brainstorm 3-5 diverse solutions for your top prioritized need. Include a mix:

• Simple / incremental: Small improvements to the existing experience
• Medium: New features within the current product paradigm
• Bold / moonshot: A fundamentally different approach

Diversity in your list signals creative range. You do not need to be able to build all of them — just show you can think at different levels of ambition.

E — Evaluate Trade-offs

Assess each solution across four dimensions:

• User value: How well does it solve the core need?
• Business impact: Does it support growth, retention, or monetization?
• Technical feasibility: How complex is it to build?
• Mission alignment: Does it fit the company's vision and brand?

Always include a revenue or business model consideration. Even a design question has a business angle. Ask: "Does this solution help the company make money, grow users, or reduce churn?"

Use a simple scorecard (High/Med/Low) to compare options and make your choice defensible.

S — Summarize Your Recommendation

Make a clear recommendation. Do not equivocate.

Template: "I recommend [solution] because it addresses [core user need] and aligns with [business goal]. We would measure success by [metrics]. The main risk is [risk], and we would mitigate it by [mitigation]."

Always close with success metrics. This shows PM rigor — you build things to achieve outcomes, not just to ship features.

Common Mistakes to Avoid

• Jumping to solutions before understanding the user
• Listing only one user type instead of brainstorming several before choosing
• Stopping at the surface-level pain instead of using 5 Whys to find the root need
• Designing for yourself instead of the target user
• Proposing technically infeasible solutions without acknowledging trade-offs
• Forgetting to define success metrics
• Not considering monetization or business impact
• Ignoring accessibility — always ask if your solution works for users with disabilities

Example Opening Statement

"Before I dive in, I have a few clarifying questions. Are we designing a new product or improving an existing one? Is there a specific business goal — growth, engagement, monetization? Are there platform or regulatory constraints I should know about?"