{"id":18435,"date":"2023-11-01T05:23:32","date_gmt":"2023-11-01T04:23:32","guid":{"rendered":"https:\/\/usersnap.com\/?p=18435"},"modified":"2025-05-30T18:27:32","modified_gmt":"2025-05-30T16:27:32","slug":"circles-method-examples","status":"publish","type":"post","link":"https:\/\/usersnap.com\/blog\/circles-method-examples\/","title":{"rendered":"What is the CIRCLES method? Examples from Senior PM"},"content":{"rendered":"\n

Imagine stepping into the world of product management not just with a bold product vision, but with a proven framework that top PMs rely on to consistently turn raw customer feedback into successful product decisions.<\/p>\n\n\n\n

That framework is the CIRCLES method<\/strong>\u2014a strategic approach that helps you prioritize, structure, and act<\/strong> on what truly matters across the product development lifecycle (PDLC)<\/strong>.<\/p>\n\n\n\n

From collecting feedback to defining the right problems, brainstorming solutions, and validating with users<\/a>\u2014the CIRCLES framework brings clarity and focus<\/strong> to every stage of your PDLC.<\/p>\n\n\n\n

Ready to move from chaos to clarity? Let\u2019s break down the CIRCLES method<\/strong> and see how it can elevate your product thinking and amplify your impact.<\/p>\n\n\n\n\n\n\n\n

What is the CIRCLES Framework?<\/h2>\n\n\n\n

The CIRCLES framework<\/strong> is a structured decision-making approach designed to help product managers navigate complex product design challenges with clarity and confidence. First introduced by Lewis C. Lin in Decode and Conquer<\/em>, this method breaks down problem-solving into seven distinct, repeatable steps: Comprehend the situation, Identify the customer, Report customer needs, Cut through prioritization, List possible solutions, Evaluate trade-offs, and Summarize your recommendation<\/strong>.<\/p>\n\n\n\n

Rather than jumping straight to solutions, the CIRCLES framework encourages product managers to deeply understand the problem, align with user needs, weigh realistic options, and present well-rounded, thoughtful recommendations. It\u2019s especially useful in product design interviews, real-world PDLC scenarios, and anytime you need to translate feedback into clear, actionable outcomes.<\/p>\n\n\n\n

7 stages of the CIRCLES<\/h2>\n\n\n\n

CIRCLES<\/strong> acronym is expanded into the following 7 steps<\/strong>:<\/p>\n\n\n\n

    \n
  1. C<\/strong> \u2192 Comprehend the situation (What? Why? Who? How?)<\/li>\n\n\n\n
  2. I <\/strong>\u2192 Identify the Customer<\/li>\n\n\n\n
  3. R<\/strong> \u2192 Report the customer\u2019s needs<\/li>\n\n\n\n
  4. C <\/strong>\u2192 Cut, through prioritization<\/li>\n\n\n\n
  5. L<\/strong> \u2192 List solutions<\/li>\n\n\n\n
  6. E<\/strong> \u2192 Evaluate tradeoffs<\/li>\n\n\n\n
  7. S<\/strong> \u2192 Summarize recommendation<\/li>\n<\/ol>\n\n\n
    \n
    \"circles<\/figure>\n<\/div>\n\n

    Try Usersnap for Product Management<\/h2>Try Usersnap Now<\/a><\/div>\n\n\n\n

    <\/p>\n\n\n\n

    Let\u2019s decode these steps in detail in the following section. <\/p>\n\n\n\n

    C – Comprehend the situation<\/h2>\n\n\n\n

    This step enables the product managers to have a holistic view of the problem landscape with maximum context & thus address the problem with a more nuanced, detailed & comprehensive approach.

    PMs can leverage various techniques in this step to get a strong grip on the     problem statement<\/a>.<\/p>\n\n\n\n

    However, it is often recommended to ask yourself 5 W\u2019s & H questions<\/strong>. They are:<\/p>\n\n\n\n

      \n
    1. What is the situation?<\/li>\n\n\n\n
    2. Who is it for?<\/li>\n\n\n\n
    3. Why does that person need it?<\/li>\n\n\n\n
    4. When is it available?<\/li>\n\n\n\n
    5. Where is it available?<\/li>\n\n\n\n
    6. How does it work?<\/li>\n<\/ol>\n\n\n\n

      Among the above 6 questions, the top 3 W\u2019s & H are the critical ones to ask as they provide abundant clarity about the objective & limitations around the problem statement.

      Let\u2019s understand this with the help of an example:<\/strong><\/p>\n\n\n\n

      You are asked to \u201cDesign Netflix for senior citizens\u201d.<\/strong><\/p>\n\n\n\n

      The first step in addressing this problem statement is to ask clarifying questions:<\/p>\n\n\n\n

        \n
      1. What is the goal of the product? – Increase engagement <\/em><\/li>\n\n\n\n
      2. Is there any specific geography to be targeted? – All geographies <\/em><\/li>\n\n\n\n
      3. What\u2019s the definition of a senior citizen? – People with age >60 years <\/li>\n\n\n\n
      4. Should the solution be disabled-friendly? – Yes <\/li>\n\n\n\n
      5. Do we need to create a separate website\/app or use an existing one?- Not necessary <\/li>\n<\/ol>\n\n\n\n

        I – Identify the customer<\/h2>\n\n\n\n

        Product managers begin by thoroughly studying their target audience and users to empathetically grasp their needs and preferences, a crucial step in addressing problem statements.

        They employ tools like user personas<\/strong> to encapsulate user characteristics, requirements, and aspirations, emphasizing demographics and distinctive behaviours<\/strong>.

        Additionally, user empathy maps offer a visual insight into user attitudes and behaviours, aiding product managers in gaining a profound understanding of their users.<\/p>\n\n\n\n

        Continuing with our example, based on the previous step, we know that we need to build disabled-friendly Netflix for Senior citizens who would be more comfortable experiencing Netflix on a bigger screen with the availability of voice commands. <\/p>\n\n\n\n

        R – Report customer needs<\/h2>\n\n\n\n

        To distil your user’s personality traits, characteristics, and desires into a single customer segment of needs, the product manager will create concise solution based on use cases or user requirements, aligning with their preferred format and length.<\/p>\n\n\n\n

        Some PMs may opt for detailed paragraphs, while others favour brevity with one or two sentences to capture user will.<\/p>\n\n\n\n

        The ultimate aim is to transform customer insights<\/a> into succinct descriptions that precisely articulate user persona and their requirements, potentially employing the user story template for this purpose.<\/p>\n\n\n\n

        As a <type of user> I want to < perform some task > so that I can < achieve some goal >.<\/p>\n\n\n\n

        Let\u2019s articulate the user needs in a user story template<\/a> for our example:<\/strong>

        As a Senior citizen, I want to access Netflix to watch engaging content.<\/p>\n\n\n\n

        C – Cut, through prioritization<\/h2>\n\n\n\n

        In real-world scenarios, the prioritization matrix<\/strong> optimizing resource utilization is crucial, with PMs relying on various prioritization frameworks<\/a> like RICE, Impact vs Effort, and custom models with prioritization criteria tailored to their organization’s needs.<\/p>\n\n\n\n

        This approach enables PMs to identify and focus on high-impact user needs, considering factors like revenue potential, execution cost, tech debt, engineering resources, UX, and feasibility, ultimately delivering a solution works has significant value to their target users.

        For instance, in our Netflix problem statement, let\u2019s assume sign up &  discovery of the content for the Senior citizen is the biggest pain point & we plan to address that in terms of priority.<\/p>\n\n\n\n

        L – List solutions<\/h2>\n\n\n\n

        The 5th step of the CIRCLES method talks about finding probable best solutions for the prioritized user needs.

        The reversal method, SCAMPER  & Attribute method<\/strong> are a few popular brainstorming frameworks used by PMs in order to devise innovative solutions to user needs.

        It is recommended to have at least 3 possible solutions<\/strong> to cater to the user’s needs.

        For our scenario, the possible solutions could be :<\/p>\n\n\n\n

          \n
        1. Voice search<\/li>\n\n\n\n
        2. Senior recommendation engine<\/li>\n\n\n\n
        3. Facial recognition for signup & login

          <\/li>\n<\/ol>\n\n\n

          Try Usersnap for Product Management<\/h2>Try Usersnap Now<\/a><\/div>\n\n\n\n

          <\/p>\n\n\n\n

          E – Evaluate trade-offs<\/h2>\n\n\n\n

          In this final step, Product Managers conduct an objective analysis of previously discussed solutions.<\/p>\n\n\n\n

          They create pros and cons lists for each solution, critically evaluating them based on criteria such as revenue potential, user satisfaction, and ease of implementation.<\/p>\n\n\n\n

          This process ist solutions that showcases the PM’s analytical and objective assessment skills in the right solution for addressing the product design problem statement.

          In our example, we can categorize the solutions based on the below matrix:<\/p>\n\n\n\n

          Solutions <\/td>Impact<\/td>Effort<\/td>Priority ( P0 or P1 )<\/td><\/tr>
          Voice search<\/td>High <\/td>Medium<\/td>P0 <\/td><\/tr>
          Senior – AI recommendation engine <\/td>High<\/td>High <\/td>P1<\/td><\/tr>
          Facial recognition for signup & login <\/td>High <\/td>High<\/td>P0<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

          S – Summarize recommendations<\/h2>\n\n\n\n

          The penultimate step involves summarizing the final recommendation or product proposal and providing convincing reasons for its adoption, ensuring a coherent and persuasive presentation.<\/p>\n\n\n\n

          This reflection offers a comprehensive view of the problem and quantitative approach to its solution, addressing any potential gaps in the approach.<\/p>\n\n\n\n

          Let\u2019s apply it to our example:

          Senior citizens can access Netflix on TV or tablet by seamless login using facial recognition & enhanced voice search to discover relevant content.<\/p>\n\n\n\n

          This will help them to engage with content on Netflix in a swift & flawless way. <\/p>\n\n\n\n

          Seamless CIRCLES Integration: Daily Actionable Steps for Product Managers<\/h2>\n\n\n\n

          It\u2019s my favourite section. Let’s break down the CIRCLES method into more actionable, day-to-day tasks that PMs can seamlessly integrate into their routines:<\/p>\n\n\n\n

          1. Comprehend the situation<\/h3>\n\n\n\n