CIRCLES

The CIRCLES Method is a structured framework for approaching product design challenges and improvements.

Framework Components

Comprehend

Understand the problem space
Gather context and constraints
Define success criteria

Identify

Map out user segments
Determine primary users
Understand user needs

Report

Document user requirements
Prioritize user needs
Validate assumptions

Cut

Focus on key priorities
Remove non-essential features
Make strategic trade-offs

List

Generate solution options
Consider alternatives
Document approaches

Evaluate

Assess each solution
Consider trade-offs
Validate against requirements

Summarize

Present recommendation
Support with data
Outline next steps

Seven rows show CIRCLES narrowing from context and users to a prioritized need, expanding to alternative solutions, and narrowing to a recommendation. Widths indicate conceptual breadth, not counts. — Conceptual scope map: prioritization selects the need before solution generation expands the options. Widths are illustrative and do not represent measured quantities. Original diagram based on Lewis C. Lin, CIRCLES Method: What Each Step Actually Does.

Usage

Used for systematic product design and problem-solving. Provides a comprehensive approach to understanding user needs and developing solutions.

Examples and Applications

Product Design: New feature development and improvements
Problem Solving: Structured analysis of complex challenges
Stakeholder Communication: Clear decision documentation
See also: HEART, Kano, JTBD

Best Practices

Start with clear problem definition
Focus on user needs
Consider business constraints
Document assumptions
Validate decisions with data