CIRCLES Method: The Strategy to Decode Product Design
TL;DR / Executive Summary
Instead of immediately jumping to features when faced with a product prompt, CIRCLES forces PMs to follow a linear cognitive system: Understand the goal -> Target the right user -> Dig into the pain points -> Prioritize -> Recommend -> Evaluate -> Summarize. The core mantra is: Always master the Problem Space before stepping into the Solution Space.
1. What is the CIRCLES Method? (Definition & Components)
CIRCLES is a framework designed by Lewis C. Lin, exceptionally useful in scenarios requiring creativity and Product Sense. Instead of panicking over a highly open-ended prompt (e.g., "Design an alarm clock for the blind"), CIRCLES breaks the problem down into 7 manageable steps.
The seven components include:
C - Comprehend the situation: Identify the "Why". What is the core business objective here? (Growth, Engagement, Monetization, or Retention?). What are the constraints?
I - Identify the customer: Identify the "Who". Outline specific User Personas; avoid generic, overly broad user segments.
R - Report customer's needs: Answer the "What". What do the users need? What are their current pain points? This is often formulated as User Stories.
C - Cut, through prioritization: Evaluate which pain point is the most valuable to solve first.
L - List solutions: Answer the "How". Brainstorm at least 3 solutions ranging from pragmatic to groundbreaking (Moonshots).
E - Evaluate trade-offs: Analyze the pros and cons of each solution to demonstrate System Thinking and prove you aren't falling into the "confirmation bias" trap with your own ideas.
S - Summarize your recommendation: Deliver a concise final verdict: What you chose to build, the value it brings, and how to measure success (Metrics).
2. When to Apply? (Use Cases & Target Audience)
Product Design & New Product Interviews: When faced with questions like "How would you improve X?" or "Design an app for Y". This is where CIRCLES shines the brightest.
Project Kick-offs: When the team gets bogged down in arguing over UI/UX or trivial features and loses sight of the initial business objective.
Requirement Analysis (BA/PO): When receiving a request from a Stakeholder (e.g., "I want a social media share button") and you need to step back to "decode" the actual underlying need.
To execute CIRCLES effectively, do not treat it as a soulless checklist. Treat it as a narrative you are constructing.
Step 1: Comprehend (Unlocking the Context) Never assume anything. Always ask clarifying questions to the interviewer or stakeholder:
"Is our objective here to increase revenue (Monetization) or capture market share (Acquisition)?"
"Do we have any time or technology constraints?"
Steps 2 & 3: Identify & Report (Targeting and Digging Deep) List 2-3 personas. Example: Designing a ride-hailing app for college students. Persona 1: A busy student needing a fast ride. Persona 2: A budget-constrained student wanting to carpool to save money. Draft a User Story: "As a budget-constrained student, I want to share my ride with a schoolmate so I can reduce my daily commute cost by 50%."
Step 4: Cut (Ruthless Prioritization) This is the step that separates a good PM from a great PM. You cannot solve every pain point. Choose 1 or 2 pain points based on an Impact vs. Effort matrix or alignment with the objective from Step 1.
Step 5: List Solutions (Brainstorming) Apply the "1 Safe, 1 Stretch, 1 Moonshot" rule.
Safe: A pragmatic, easy-to-build solution that competitors likely already have.
Stretch: A solution that leverages the company's core technological advantages.
Moonshot: A highly innovative solution utilizing future tech (AI, AR, IoT) to create massive differentiation.
Steps 6 & 7: Evaluate & Summarize (Fact-based Conclusion) Compare the solutions based on current resources. Present the risks and how to mitigate them. Finally, articulate clearly: "Based on the initial objective X, to serve user Y, I recommend implementing solution Z because..."
4. Case Study Application
Prompt: Design a new feature for Spotify to cater to an older demographic (60+).
C (Comprehend): The assumed objective is to increase User Acquisition in the senior demographic, as the GenZ/Millennial segment is saturated. Platform: Mobile App.
I (Identify): Group 1: Seniors struggling with touch interfaces (poor eyesight, trembling hands). Group 2: Nostalgic seniors who want to listen to oldies/classic radio but don't know how to search. Selection: Group 1.
R (Report): "As an older adult, I want to listen to 70s music without having to stare at a screen to type on a keyboard."
C (Cut): Prioritize the core pain point: Interaction interface and discoverability (Accessibility & Discovery).
Voice-only Mode: Integrated hyper-sensitive voice recognition, activated by "Hey Spotify, play oldies". (Stretch)
Nostalgia AI Radio: Spotify creates a simulated radio channel with an AI DJ voicing the song titles and transitions in a retro style. (Moonshot)
E (Evaluate):
Voice-only Mode is highly suitable, but the barrier is poor recognition of senior regional dialects.
Senior UI Mode is easy to build with low cost (Low Effort), but it might not be compelling enough to drive app installations (Low Impact).
S (Summarize): Recommend rolling out Voice-only Mode combined with Nostalgia Radio as an MVP in select major cities. Measure success via: Voice search accuracy rate and Time spent listening.
5. Anti-patterns & Trade-offs (Systemic Pitfalls)
While CIRCLES is powerful, abusing it or using it rigidly will create dangerous Anti-patterns:
The "Robot Framework" Syndrome: Rigidly reciting the name of each step during an interview ("Now I will move to the next letter C..."). This makes you sound like a memorization machine. Instead, transition naturally: "Now that we know who the target audience is, let's look at their biggest problems..."
Time Misallocation (Stuck in the Problem Space): PMs tend to over-analyze User Personas (spending 25 minutes) and leave only 5 minutes for the core tasks of Proposing Solutions and Evaluating. Manage your time: 40% for the Problem, 60% for the Solution & Trade-offs.
Weak Prioritization: Listing 5 problems and... choosing to solve all 5 because "they are all important." The essence of strategy is trade-offs. If you are afraid to discard (Cut), you are executing the framework incorrectly.
Skipping "Evaluate Trade-offs": Many PMs pitch a brilliant idea (like using GenAI) but ignore the fact that server costs will skyrocket or high response latency will degrade UX. Missing the 'E' is a fatal flaw in System Thinking.
Ready to master Product Sense? Don't just memorize frameworks. Product design skills require flexibility and real-world reflexes. Put your knowledge to the test immediately with mock-interview Product Design questions at Product Decode to practice adapting to real business variables!
