How Might We (HMW) questions transform research insights and identified problems into open, optimistic invitations to design. Developed at Procter and Gamble and later adopted and popularised by IDEO and Google Ventures, the format works because it is constructive without being prescriptive. It acknowledges a challenge while implying that a solution exists and that the team has the capacity to find it. A well-written HMW question opens up a design space without narrowing it to a single answer.
What It Is
An HMW question rewrites a problem statement or research insight into a question that begins with the phrase 'How might we.' The word 'how' signals that a solution is achievable. The word 'might' signals that multiple solutions are possible and that none are predetermined. The word 'we' signals a collaborative intent. The question should be specific enough to give direction but broad enough to allow creative responses. Writing HMW questions is typically a transitional activity that moves a team from the research and synthesis phase into active ideation.
How to Run It
Begin with a collection of insights from your research phase, expressed as problem statements or observation statements. Working individually or in small groups, rewrite each insight as one or more HMW questions. Write each question on a separate sticky note. Post all questions on a shared wall and review them together as a team. Look for questions that are too broad, meaning they could apply to any problem, and questions that are too narrow, meaning they already contain a solution. Adjust as needed. Vote on the most interesting or important HMW questions using dot voting or a similar prioritisation technique. Use the top-voted questions as prompts for the ideation session that follows.
When to Use It
HMW questions are used at the transition between research synthesis and ideation. They are most valuable when the team has a clear understanding of user needs and pain points but has not yet begun generating solutions. They provide the creative brief for brainstorming sessions and ensure that ideation is grounded in genuine user problems rather than drifting toward solutions that the team finds technically interesting but that do not address real needs.
Tips for Success
Aim for the sweet spot of specificity. A question like 'How might we improve healthcare?' is too broad to generate focused ideas. A question like 'How might we send SMS reminders to patients?' is too narrow and already contains a solution. A well-calibrated question like 'How might we help patients remember their follow-up appointments without feeling nagged?' opens up a useful solution space. Generate many HMW questions from each insight and select the most generative ones rather than using the first formulation you write.
