Roman Schoenboom

Senior Service Designer


An Empathy Building Session on the Difficulty of Problem Framing

Problem framing is the process of defining what the problem is you are trying to solve. It’s one of the most challenging but important elements in a design-led process and nearly always needs a facilitator. The definition of a problem will be the focal point of all your problem solving efforts. Participants will learn the importance of framing the right problem, will hear about real examples and how problem statements can help scope the deliverables of your project. To create empathy for this difficult method we will split into groups of 5 and create our own problem statements under guidance and with the use of a template.


About Roman Schoenboom

Romans’ service design journey took him from designing for Type II diabetes to Communities and technologies, from engaging non-designers with design to witness and victim support, from dementia care services to personal banking and everyday money and combining service design with elevator and escalator industries. Before he joined Tesco as Senior Service Designer, he worked at the Ministry of Justice improving public service.

If Roman isn't out in the wild doing hands-on user research and analysis, you can find him either leading workshops or mentoring sessions or supporting different teams with method training and a pinch of Teutonic efficiency. He is Tesco’s first service design thinking coach and works as part of the Digital Customer Experience team on scaling up the agile/service design/design thinking capability within Tesco.

Roman is also a certified facilitator for the LEGO Serious Play method, loves methodologies and training others and is an avid drummer.