The document is a thread of tweets by @duckymatt discussing the value of considering "bad ideas" or taking the perspective of a "super villain" in the design process. The tweets suggest that starting with bad ideas can help designers overcome collaborative fixation, see more possibilities, and build empathy for users' needs. Considering why an idea may be terrible and flipping it into something positive can inspire new ideas that are user-centric and encourage creativity in coming up with solutions. Taking this unconventional perspective of a "super villain" or "bad ideas" can ultimately help designers generate better designs by gaining empathy for all user perspectives.

1. @duckymatt
EVIL UX
Image credit: Capella International, Eric’s Boy, KC Medien, Moving Pictures and New Line Cinema (Austin Powers, 1997)

2. @duckymatt
We’re all a bit evil you see.
@duckymatt

3. @duckymatt
Article source: http://www.bbc.co.uk/news/uk-england-bristol-41167296

4. @duckymatt
Image credit: Capella International, Eric’s Boy, KC Medien, Moving Pictures and New Line Cinema (Austin Powers, 1997)

5. @duckymatt

6. @duckymatt
Thinking evil to be
more empathic
Image credit: Hartswood Films, BBC Wales & Masterpiece (Sherlock, 2010)

7. @duckymatt
1. Why take the path of villainy?
@duckymatt

8. @duckymatt@duckymatt

9. @duckymatt@duckymatt
WHERE DO I START?

10. @duckymatt@duckymatt
WHERE DO I START?
MANAGING CONFLICT?

11. @duckymatt@duckymatt
WHERE DO I START?
STUCK IN A RUT?
MANAGING CONFLICT?

12. @duckymatt
Sound familiar?
@duckymatt

13. @duckymatt
Time to think
like a super villain

14. @duckymatt

15. @duckymatt
Image credit: Lucasfilm (Star Wars: Episode V - The Empire Strikes Back, 1980)

16. @duckymatt
People will tend to conform to the dominant ideas of the group,
reducing the breadth of original solutions.
@duckymatt
COLLABORATIVE FIXATION
Article source: http://onlinelibrary.wiley.com/doi/10.1002/acp.1699/full

17. @duckymatt@duckymatt
@duckymatt

18. @duckymatt
BAD IDEA
Article source: http://www.telegraph.co.uk/technology/news/10531063/iPotty-named-worst-toy-of-the-year.html

19. @duckymatt
BAD IDEA
Article source: https://www.forbes.com/sites/jaymcgregor/2015/07/31/5-depressing-gadgets-that-make-you-question-humanity/?ss=lists

20. @duckymatt
BAD IDEA
Article source: http://www.huffingtonpost.co.uk/sushil-nash/a-beginners-guide-to-usin_1_b_17971846.html

21. @duckymatt
Telling a good idea
from bad is harder
if you don’t define
what good is
Article source: http://www.huhmagazine.co.uk/8094/a-performance-artist-is-spending-2-days-looking-for-a-needle-in-a-haystack

22. @duckymatt
2. Time to get our evil on
@duckymatt

23. @duckymatt@duckymatt
CAN WE MAKE IT WORSE?
Image credit: Capella International, Eric’s Boy, KC Medien, Moving Pictures and New Line Cinema (Austin Powers, 1997)

24. @duckymatt@duckymatt

25. @duckymatt
Fewer barriers to entry
@duckymatt
WHY BEING BAD WORKS

26. @duckymatt
Fewer barriers to entry
@duckymatt
WHY BEING BAD WORKS
It’s fun

27. @duckymatt@duckymatt
“Humour is an essential part of
spontaneity, an essential part of
playfulness, an essential part of
the creativity that we need to
solve problems, no matter how
‘serious’ they may be.
JOHN CLEESE
Quote source: https://www.youtube.com/watch?v=Pb5oIIPO62g

28. @duckymatt
Fewer barriers to entry
@duckymatt
WHY BEING BAD WORKS
It’s fun
The possibilities are endless

29. @duckymatt
Fewer barriers to entry
@duckymatt
WHY BEING BAD WORKS
It’s fun
The possibilities are endless
The focus is on the user

30. @duckymatt
3. Under the radar empathy
@duckymatt

31. @duckymatt@duckymatt
EINFÜHLUNG
Empathy originates
from the German word
Into Feeling
Article source: https://uxmag.com/articles/what-is-empathy Image credit: The Ladd Company, Shaw Brothers and Warner Bros. (Blade Runner, 1982)

32. @duckymatt@duckymatt
@duckymatt
Article source & Image credit: https://uxmag.com/articles/what-is-empathy

33. @duckymatt@duckymatt
Image credit: 10 by 10 entertainment, Anisa productions, Pottle productions, Ty Ty Baby productions (America’s Next Top Model, 2003—)

34. @duckymatt
We realise we all have the ability
to make the user experience worse
@duckymatt
Image credit: boredpanda.com

35. @duckymatt@duckymatt
We realise we all have the ability
to make the user experience better
Image credit: boredpanda.com

36. @duckymatt
4. Turning bad into good
@duckymatt

37. @duckymatt@duckymatt
Image credit: Image credit: Am Psycho Productions, Edward R Pressman Film, Lions Gate Films, Muse Productions, PPS Films, Quadra Entertainment, Universal Pictures (American Psycho, 2000)
Consider, what makes the idea so terrible?

38. @duckymatt
WRITE DOWN THE NEGATIVE QUALITY

39. @duckymatt
FLIP THE QUALITY INTO SOMETHING POSITIVE

40. @duckymatt
NOW WE HAVE POSITIVE QUALITIES TO INSPIRE IDEAS

41. @duckymatt
AND WE CAN MAP OUR IDEAS OUT AS A JOURNEY

42. @duckymatt
Method in the madness?
@duckymatt
Image credit: Warner Bros, Legendary Entertainment, Syncopy, DC Comics (The Dark Knight, 2008—)

43. @duckymatt@duckymatt
THE VALUE OF BAD IDEAS FIRST
It’s user centric

44. @duckymatt@duckymatt
THE VALUE OF BAD IDEAS FIRST
It’s user centric
It encourages creativity

45. @duckymatt@duckymatt
THE VALUE OF BAD IDEAS FIRST
It’s user centric
It encourages creativity
It gets the whole team onside

46. @duckymatt
Finally…
@duckymatt

47. @duckymatt
It helps to build empathy.
@duckymatt
Image credit: The Ladd Company, Shaw Brothers and Warner Bros. (Blade Runner, 1982)

48. @duckymatt
And empathy breeds better design.
@duckymatt
Image credit: The Ladd Company, Shaw Brothers and Warner Bros. (Blade Runner, 1982)

49. @duckymatt@duckymatt
Image credit: Universal Pictures, Illumination Entertainment (Despicable Me, 2010)
THANK YOU