Creative Judgement

Creative Judgment
The Base of Critical Thinking and Innovation Culture
Claudia Ruge - Design and Innovation Strategy Consultant - April 2013

The characters, names and events in this
presentation are ﬁctional.
Any resemblance or similarity to any actual
events, entities or persons, whether living or
dead is entirely coincidental.
DISCLAIMER

What is critique?
“A serious examination and judgment of something”
Kids.Net.Au. Search engine for kids, parents and teachers.
http://dictionary.kids.net.au/word/critique
Claudia Ruge. 2013 © www.claudiaruge.com
1

How it works?
The Art of Critique Framework
intent
Giving Receiving
feedback
Requires
humility and
tolerance
Think
before you
respond
Listen: Do you
understand
what the critics
are saying?Requires
Empathy
Reference
the goals
Success happens on both sides
Be
objective
2

Why
Why
Why
Why
Why
How it works?
The why ladder
?Keep asking
for
clariﬁcation
3

Build a full story so it makes sense for others
How it works?
The why ladder
Client/decision
maker
Now I see...
I have
enough
information to act
and/or make
decisions
4
Why
Why
Why
Why
Why

Private
Email
Public
Remote
note
Where?
Peer feedback
Achieve consensus
Streamline communication
Choose the right place by using empathy
5

Early and often
When?
6

Try to not invite yourself
but if you have to:
(necessary in speciﬁc
contexts)
Active listening
Ask questions to
obtain clarity
Take notes
Employ six thinking
hats
Before you critique* While critique* After critique
Acknowledge the
intention/eﬀort
What if...
When?
* http://www.slideshare.net/adamconnor/discussing-design-the-art-of-critique
Make sure you know
the context and intent.
Understand the goals.
Think about what
works, what doesn’t,
and why.
7

1. Challenge:
The joker The optimistic The passive /
aggressive type
Has the courage to
speak up, often in an
entertaining way
Not constructive
Values eﬀorts to keep
team motivation strong.
Not taken seriously
You never know...
The mentor
Gives advice, helps
envision the future based
on personal knowledge.
Ambiguous
Who does it?
Roles
+
-
+
-
+
-
8

The Thinker Mr. No!
Is thinking
We don’t know about what
There is validity in saying no
at times.
May prematurely denounce
or discourage real solutions
Mr. Yes!
He feels good after saying it.
He is not fully aware of what
he said ¨yes¨ to
Who doesn’t do it
Roles
+
-
+
-
+
-
9

“Culture is a experience and experiences can be designed”
What behavioral / interaction norms do you want to establish?
How do you want people to participate?
What goal do you want to accomplish?
What incentive will you provide?
How will people know when they’ve been successful?
What levers can you pull?
Planning the activity
People
Objects
Environment
Messages
Systems (In this case, processes or methods)
Recommendations
* Austin, Robert D., and Lee Devin. Artful making what managers need to know about how artists
work. Upper Saddle River, NJ: Financial Times/Prentice Hall, 2003. Print.
** Notes from David Mc Gaw - Fostering Creativity class. IIT Fall 2011
10

“I observed”*
(what you directly
saw)
“It made me feel”
(Impact of a
person’s
action on you)*
“In the future I
will suggest”*
“What are we
going to do here?
*
Empathy for your team
the same way you do
with clients
Recommendations
Be kind, but speak up!
“I agree with...”
(a person or
comment)
* Notes from David Mc Gaw - Fostering Creativity class. IIT Fall 2011
11

Critique is a skill
you master by
practice
12

Sometimes critique can hurt
And if that’s the case…
13

Take it as a compliment, receiving constructive feedback
means that somebody cares about your work.
Be good at both giving and receiving critique, the key is
balance. It will make your work better :)
My personal treat
14

“I’m not in competition with anybody but
myself. My goal is to beat my last
performance”. Celine Dion
“Never interrupt your enemy when he is
making a mistake”. Napoleon Bonaparte
An inspirational quote
A sarcastic / fun one
15

You are not your work!
You are so much more than that
16

References
- Austin, Robert D., and Lee Devin. Artful making what managers need to know about how artists work. Upper Saddle
River, NJ: Financial Times/Prentice Hall, 2003. Print.
- Discussing Design: The art of critique. Adam Connor (Product Designer), Aaron Irizarri (Experience Designer).
http://www.slideshare.net/adamconnor/discussing-design-the-art-of-critique
- Notes from David Mc Gaw, Fostering creativity class. IIT Institute of Design. Chicago. Fall 2011
17

Claudia Ruge is a Design and Innovation Strategy
Consultant. She was founder and director of a design studio
in South America for nine years. Her work, which includes
product design, graphic communication, brand strategy and
research papers, has been featured in online and paper
publications.
She also has experience working as a part time faculty member and design
researcher for the School of Architecture and Design in Los Andes University
in Colombia and as a Teaching Assistant at Institute of Design at the Illinois
Institute of Technology. She is currently working as Design Strategist for
Gensler, a global architecture, design planning and consulting firm.
Claudia holds a B.A Industrial Design and a Masters of Design Methods. Her
experience and studies provide her the skills, in addition to her determination
and passion, to take any idea to the next level.
@magnetiksoul

Thanks!
CLAUDIA RUGE
www.claudiaruge.com
@magnetiksoul

Creative Judgement

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