A structured lens for organizing user observation data across People, Objects, Environment, Messages, and Services.
Why This Matters
We always want to capture insights to shape the product via user research, but sometimes we fall into the same trap.
You record everything they see or hear, then realize that most of the notes are irrelevant. Or they pay attention only to what stands out, and miss the small behaviors that reveal real needs. This happens because raw observation is messy and overwhelming.
A structured lens can turn scattered clues into meaningful patterns. That is where the POEMS Framework comes in.
What is the POEMS Framework
The POEMS Framework was developed by Patrick Whitney and Vijay Kumar at the IIT Institute of Design. Today, it is widely used in design thinking and qualitative research.
POEMS stands for:
- People
- Objects
- Environment
- Messages
- Services
Each element is a clue. Together, they form a complete picture of what users are doing, thinking, and feeling.
It guides researchers to focus on the elements that shape user behavior during real interactions with a product or service.
