5 Whys

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What are 5 Whys?

The 5 Whys method is an iterative interrogative technique pioneered at Toyota Motor Corporation in the 1930s to explore the cause-and-effect relationships underlying a specific problem. By working back the cause of one effect to another up to five times, designers can expose root causes and explore effective solutions.

“Be ahead of the times through endless creativity, inquisitiveness and pursuit of improvement.”

— Sakichi Toyoda, Japanese industrialist and inventor who formulated the 5 Whys method

See why 5 Whys is such a valuable tool.

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    I've talked about the need to find the root cause  of a problem and not just to solve the symptoms. It's important, by the way, to solve the symptom; you don't want that to stay around. But we also need to get rid of the underlying cause, or else it'll come back again – the symptoms will repeat. So, how do you do that? Well, the Japanese developed  a technique on, actually, the Toyota assembly lines.

  2. 00:00:33 --> 00:01:03

    They call it the 5 whys. So, basically, when something goes wrong on the assembly line – so, suppose that your job is to fasten the water pump on the engine as the engine comes by you, and they discover later down the line that  the water pump isn't fastened properly.   So, what can you do? Well, in many countries – like  the United States – what you do is you refasten it

  3. 00:01:03 --> 00:01:33

    so it's fixed. Well, that's fixing the symptom, not the cause. So, what the Japanese say is, "Let's ask, 'Why was this not fastened properly?'" So, they'll ask why, and they'll discover the place where it was assembled, so the place on the assembly line where  the engine comes by and the person sees the engine coming by and picks up the water pump and fastens it on. OK, that person didn't do it right, but that isn't enough;

  4. 00:01:33 --> 00:02:00

    you have to say "why" – "Why didn't that  person do it right?" And then, if you examine that even further, you might discover that maybe there's  a shortage of parts, so maybe there's a confusion between what this pump requires and what that pump requires. And usually, on these assembly lines, there are a variety of pumps and a variety of engines and you have to make sure you match them right. But you might need a different kind of tool for each  one, and you might have picked up the wrong tool.

  5. 00:02:00 --> 00:02:30

    So, why would *that* be? So, we have to ask, "Well, why is there this confusion?" and "Why are the tools not right?" and "Why this?" and "Why that?" And, if you finally go on the bottom, you might want to discover that way back earlier in the process, we  should change things. Maybe we should paint the water pumps different colors to match the color of the engine, or maybe we should have tags on them, or maybe we should do this, that or the other.

  6. 00:02:30 --> 00:03:01

    There may be solutions to get at the root cause and that therefore stop the problem from ever occurring once again. Now, the five whys sounds good. And you can do that yourself – you can always say "why" when somebody tells you something; you say, "Well, why is that?" And they'll tell you why that is, and you know you've sort of reached the root cause when they say, "I don't know," because, actually, you can never really get at the very, very bottom. So, what we need to do is get at the *lowest level*

  7. 00:03:01 --> 00:03:37

    that we can actually do something about. But that isn't enough! There are many people who'll  criticize the five whys, saying, "Well, yeah, it may work on the Toyota production line where you're making automobiles, but in many cases it's the wrong approach because what it does is assumes that for every issue that happens there's a single cause and "If I could only get down to  the single cause, I can eliminate the problem." Well, in the complex world, that isn't always the case. So, let me talk about aviation safety.

  8. 00:03:37 --> 00:04:02

    In the United States and probably in every  country when there's a major airplane crash – and, in fact, in the United States when there's any airplane incident that's a commercial airplane, then we have a special panel – it's called the National Transportation Safety Board. And as soon as they hear of an airplane incident, those – the people who work there – they will have their bags always packed

  9. 00:04:02 --> 00:04:31

    and there's a team that's always ready  to go. And so, they're told immediately that there is an incident, and they run for the airport and they fly to the incident to examine the problem. Now, their examination can take a *year* or two because they have to look in great detail about all the different things that possibly could have gone wrong to cause a loss of lives. When they issue their report, which  is often a year or two after the event,

  10. 00:04:31 --> 00:05:04

    they don't say "This was caused by pilot error." or "This was caused by a faulty altimeter." or "This was caused by a 'boomph!'" What they usually do is they say, "There were *many* things happening. And here's a list of things. And if any one of these had not happened, there would not have been an accident." So, if there are, say, eight things that led to the accident, any one of which could have prevented the accident, how do you know which is a root cause? All eight are the root cause.

  11. 00:05:04 --> 00:05:30

    So, you have to therefore look at the whole system and find out what the entire underlying set of *possible root causes* is and work on them. Now, the public doesn't like that. So, quite often, when there's an airplane crash, the newspaper reporters rush out and the people say, "What caused it? What's the result? Why is it? What can we do?" And usually, there's something like  the pilots made a mistake,

  12. 00:05:30 --> 00:06:01

    the pilots erred or a part failed or some simple cause. And, no. That satisfies people because people really like a simple cause and effect. Something happened. What *caused* it? As opposed to the *system* caused it. And it takes a year or two for people to find out what really went on and the system components that were involved. By then, the public is no longer interested. And so, the report is sort of – yeah, it's a great report,

  13. 00:06:01 --> 00:06:34

    and it's read by people like me and it's read by the pilots and it's read by people in the aviation industry, but the general public doesn't read it; they don't know that this has been a wonderful, detailed investigation of the accident, that here are the many different things that led to the eventual accident. But that's – if you want to do things well, you have to not only find the underlying cause, but recognize it as part of a system, and so there seldom is a single underlying cause – there are most usually *multiple* ones.

  14. 00:06:34 --> 00:07:00

    But you're not going to get solutions unless you attack all the multiple ones. And let me tell you that in aviation safety this has been extremely effective. It has taken a long time – it's taken decades – but today we can go for two or three years without a *single* fatality in aviation accidents in the commercial sector. *No accidents.*

  15. 00:07:00 --> 00:07:30

    People who are afraid to fly and yet there's been no accidents for three years. And when you take an automobile instead of flying, the accident rate is quite high. A million people a year die in automobile  accidents across the world. And we can have *zero* people die from aviation accidents across the world. Now, the problem is that what happens when there's a big aviation accident, a hundred people may die. And that's most unfortunate, but it's a hundred people;

  16. 00:07:30 --> 00:07:46

    it's not a million people, which is what dies in the automobile accidents. But you have to understand and appreciate this; you have to understand *root causes* and the whole problem of a *systematic systems approach* to issues.

Table of contents

Dig Deep to the Root Cause with 5 Whys

To ask why something happened is a natural, effective way to uncover a problem, be it a high bounce rate on a website, a marketplace failure or anything else you may want to know about users, etc. However, cause-and-effect chains can be long and complex. Whether they occur in the natural or human world, end-result events rarely happen in isolation with only one cause to trigger them. The effects of one action or condition can be so far-reaching that it’s easy to jump to conclusions when you look at the end result. The greater the number of removes—or steps in a cause-and-effect chain—the more effort and insight it will take to work your way back to what actually started the whole sequence of events that ultimately resulted in the problem at hand. If you overlook any factors involved, you might end up making assumptions—and it’s essential to discard assumptions in user experience (UX) design.

The 5 Whys method was developed to work back to a root cause of a mechanical problem by a total of five removes. Toyota’s famous example illustrates the simple nature but immense power of the technique:

  1. Why did the robot stop? The circuit overloaded, making a fuse blow.

  2. Why? There was insufficient lubrication on the bearings, so they locked up.

  3. Why? The oil pump on the robot wasn’t circulating enough oil.

  4. Why? The pump intake was clogged with metal shavings.

  5. Why? There was no filter on the pump.

In UX design—for example service design—system failures can be far more intricate than this. Users are humans who act in complex contexts, and their behaviors (and reasons for these) can be difficult to decipher, especially with so many channels and parts of their user journeys for you to examine. Most of what we first see when we look at an apparent problem (or, rather, its end result) is just on the surface. Symptoms can be misleading. On that note—and even more importantly for modern designers—the 5 Whys is an essential tool to dig down to root causes on a bigger scale. As cognitive science and user experience expert Don Norman advises in his 21st century design, human-centered design and humanity-centered design approaches, designers who want to effect real change in solving complex global-level problems need to get beneath the symptoms and apparent causes to discover and address what’s really going on. If you don’t solve the right problem—and work with the root cause—the symptoms will just come back.

You can use 5 Whys anytime in your design process, but it’s particularly helpful early on when you need to understand the problem facing your users, customers and/or stakeholders. As such, it’s a valuable aid in design thinking. When you conduct user research, the answers you can get by asking “why” repeatedly can arm your design team with many insights from users—insights which you can leverage to identify the real or underlying problem, and then iteratively gear your ideation efforts more accurately around it. You can use 5 Whys to:

  • Determine what’s important from the user’s/customer’s/stakeholder’s viewpoint.

  • Explore why users/customers/stakeholders think, feel and do what they do.

  • Analyze the information.

The 5 Whys Method illustrated to show 5 progressive Why questions leading towards uncovering the root cause of a problem.

© Daniel Skrok and Interaction Design Foundation, CC BY-SA 3.0

How to Use 5 Whys to Find the Root Cause

Five Whys is especially helpful to use in the empathize stage of design thinking, when you’re gathering the information you need so you can proceed to define the problem to address. It’s exactly as it sounds: you:

  1. Base the first question on the apparent end result.

  2. Form the second question on the answer to this.

  3. Form the third question on the answer to the second question.

  4. Form the fourth question on the answer to the third.

  5. Form the fifth question on the answer to the fourth.

For example: “Not as many customers are subscribing to the website’s newsletter after the design changed.”

  1. Why? Most of them click the subscription-related button within two seconds after it appears.

  2. Why? Because they’re used to seeing subscription-prompting pop-ups.

  3. Why? Because the internet is full of these.

  4. Why? Because organizations have grown used to deploying these with an automatic opt-in dark pattern for users to find it harder not to subscribe.

  5. Why? Because automatic opt-out buttons or allowing users to freely think about newsletter subscriptions (i.e., without guiding them with a design pattern) mean fewer subscriptions.

Here, it appears the designer failed to use the automatic opt-in design pattern.

Tips:

  • You can frame your “why” questions with different wording (e.g., “What do you think made that happen?”).

  • Keep asking until you get to the root cause of why your users feel or behave a certain way. For example, if they say, “Because I felt like doing that,” try to prompt them to evaluate their statement (without annoying them).

  • You can ask fewer (or more) questions, whatever works.

  • Ask “Why?” even if you think you already know the answer: you may be surprised what insights you can evoke.

Large question marks drawn on sheets of paper on a desk.

© Olya Kobruseva, CC0

Learn More about the 5 Whys

Take our 21st Century Design course, featuring the 5 Whys template.

If you want to know more about how you can apply the 5 Whys and many other humanity-centered design tools to help solve the world’s biggest problems you can take our course Design for a Better World with Don Norman.

Read the inspiring book on how you can implement your design skills and knowledge to help solve complex global problems such as climate change, hunger and inequity. Norman, Donald A. Design for a Better World: Meaningful, Sustainable, Humanity Centered. Cambridge, MA, MA: The MIT Press, 2023.

You can use 5 Whys anytime in your design process. It’s particularly helpful early on when you need to understand the problem facing your users, customers and/or stakeholders. As such, it’s a valuable aid in the first phase of the design thinking process. Take our design thinking course and learn how to benefit from the 5 Whys method.

Read this UX Planet piece for in-depth insights on 5 Whys.

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Literature on 5 Whys

Here's the entire UX literature on 5 Whys by the Interaction Design Foundation, collated in one place:

Learn more about 5 Whys

Take a deep dive into 5 Whys with our course Design for a Better World with Don Norman .

“Because everyone designs, we are all designers, so it is up to all of us to change the world. However, those of us who are professional designers have an even greater responsibility, for professional designers have the training and the knowledge to have a major impact on the lives of people and therefore on the earth.”

— Don Norman, Design for a Better World

Our world is full of complex socio-technical problems:

  • Unsustainable and wasteful practices that cause extreme climate changes such as floods and droughts.

  • Wars that worsen hunger and poverty.

  • Pandemics that disrupt entire economies and cripple healthcare.

  • Widespread misinformation that undermines education.

All these problems are massive and interconnected. They seem daunting, but as you'll see in this course, we can overcome them.

Design for a Better World with Don Norman is taught by cognitive psychologist and computer scientist Don Norman. Widely regarded as the father (and even the grandfather) of user experience, he is the former VP of the Advanced Technology Group at Apple and co-founder of the Nielsen Norman Group.

Don Norman has constantly advocated the role of design. His book “The Design of Everyday Things” is a masterful introduction to the importance of design in everyday objects. Over the years, his conviction in the larger role of design and designers to solve complex socio-technical problems has only increased.

This course is based on his latest book “Design for a Better World,” released in March 2023. Don Norman urges designers to think about the whole of humanity, not just individual people or small groups.

In lesson 1, you'll learn about the importance of meaningful measurements. Everything around us is artificial, and so are the metrics we use. Don Norman challenges traditional numerical metrics since they do not capture the complexity of human life and the environment. He advocates for alternative measurements alongside traditional ones to truly understand the complete picture.

In lesson 2, you'll learn about and explore multiple examples of sustainability and circular design in practice. In lesson 3, you'll dive into humanity-centered design and learn how to apply incremental modular design to large and complex socio-technical problems.

In lesson 4, you'll discover how designers can facilitate behavior-change, which is crucial to address the world's most significant issues. Finally, in the last lesson, you'll learn how designers can contribute to designing a better world on a practical level and the role of artificial intelligence in the future of design.

Throughout the course, you'll get practical tips to apply in real-life projects. In the "Build Your Case Study" project, you'll step into the field and seek examples of organizations and people who already practice the philosophy and methods you’ll learn in this course.

You'll get step-by-step guidelines to help you identify which organizations and projects genuinely change the world and which are superficial. Most importantly, you'll understand what gaps currently exist and will be able to recommend better ways to implement projects. You will build on your case study in each lesson, so once you have completed the course, you will have an in-depth piece for your portfolio.

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