“How Might We” Questions: A North Star for Innovation

In design thinking, one question stands as the heartbeat of innovation: How Might We (HMW). It’s not just a question—it’s a mindset, a tool that sparks fresh perspectives, and the compass that guides teams toward impactful, human-centered solutions. At Cast & Hue, we’ve seen firsthand how HMW questions can reshape projects, enabling us to dive deep into the needs and desires of the people we’re designing for. These questions aren’t just theoretical—they serve as a guiding light throughout the entire design process.

What makes HMW questions so powerful is their ability to open up a world of possibilities. Unlike traditional objectives, which can feel restrictive, HMW questions encourage teams to think broadly, explore beyond the obvious, and generate ideas that may never have surfaced otherwise. A great HMW question contains four key ingredients: it’s problem-focused, collaborative, action-oriented, and generative—each one driving a new wave of possibilities.

The Power of "How Might We"

The magic of HMW questions lies in how they shape the way we think, work, and innovate. Sometimes they are referred to as “How might we statements” but at Cast & Hue, we value curiosity and appreciate questions more than statements. Many of our projects will begin with these during a stakeholder workshop and participants usually ask “What are ‘How Might We’ questions and how should we frame our problems. Let’s break down the four elements that make these questions so powerful:

Problem-focused:

HMW questions start with the problem, not the solution. It’s like being handed a puzzle and first taking the time to understand the pieces before jumping to conclusions. Without knowing the full scope of the challenge, you risk crafting a solution that might miss the mark. A problem-focused HMW question ensures you’re digging into the heart of what needs to be fixed. Instead of asking, How can we increase customer satisfaction? we ask, How might we create a customer journey that delights from start to finish? The difference? It forces us to explore the entire experience, not just a quick fix.

Collaborative:

Great ideas don’t come from a single voice—they come from many. HMW questions are designed to bring teams together, creating a space for diverse voices to influence the direction of the solution. This is why we rely on stakeholder workshops, where we bring everyone to the table—from designers to end users, and everyone in between. Collaboration isn’t just a buzzword—it’s a fundamental part of finding solutions that truly work. With input from all perspectives, we uncover insights that make a real difference.

Action-oriented:

HMW questions don’t just define problems—they demand action. At Cast & Hue we use "How Might We" at the beginning of projects to act as a propelling question which drives our projects forward. They are carefully crafted to spark ideas that can be acted upon. The key here is momentum—once a HMW question is asked, it propels teams to think in terms of what can be done, not just what’s wrong. For example, instead of asking How might we reduce wait times?, we ask, How might we design a faster, more efficient check-in process that helps patients feel cared for, not rushed? This opens up pathways for solutions that combine efficiency with empathy.

Generative:

What’s exciting about HMW questions is their open-ended nature. They don’t dictate a solution—they inspire a wealth of potential answers. The creativity that comes from asking “How might we?” helps teams see beyond the obvious and come up with diverse, unexpected ideas. A generative question like How might we create a seamless experience for remote workers? could lead to innovations ranging from advanced collaboration tools to flexible workspaces, or even entirely new ways of thinking about work-life balance.

“How Might We” questions are a cornerstone of the human-centered design toolkit. See how we integrate them into design thinking workshops here. 

Real-World Examples of How Might We Questions

To see how HMW questions are applied to real life challenges, let’s look at how some of the most forward-thinking companies have used them to spark innovation:

Airbnb:

How might we help people feel like they belong anywhere in the world? This HMW question led to Airbnb’s pivotal shift towards creating a personalized experience for users. By focusing on the emotional aspect of travel—belonging—Airbnb developed initiatives like personalized recommendations, local experiences, and host interactions that have set the company apart in a crowded market.

Google:

How might we make information universally accessible and useful? Google’s famous HMW question served as the foundation for their development of Google Search, which revolutionized the way we access and share information. The question pushed the company to create a platform that was simple, efficient, and scalable, ensuring that users from around the world could find and utilize information quickly.

Tesla:

How might we accelerate the world’s transition to sustainable energy? Tesla’s HMW question has had a profound impact on the entire automotive industry. By focusing on sustainable energy, the company has led the way in developing electric vehicles and solar energy solutions that are not only innovative but also practical and desirable, accelerating the shift toward a more sustainable future.

Cast and Hue's HMW Questions in Action

At Cast & Hue, we apply HMW questions to create tailored, human-centered solutions for our clients. Here are three examples from our recent work:

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What's Your Next How Might We Question?‍

How Might We questions are indispensable tools for driving innovation and creating human-centered solutions. As a design thinking consulting firm, Cast & Hue, uses “How Might We” to empower their clients to think creatively, collaborate effectively, and take meaningful action. This approach not only leads to better outcomes but also fosters a culture of continuous improvement and empathy. When you ask the right questions, you open the door to endless possibilities.

Interested in design thinking and related tools? 

Learn more about some of the work Cast & Hue is doing to illuminate the user-perspective in our human-centered design projects.

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