Critical thinking is an important skill for UX designers and others. It involves defining critical thinking, understanding how the brain works through examples of the limbic system and orgasms, and recognizing that people see the world differently so connecting ideas is important. Critical thinking tools can help clarify understanding, provide context, and ensure ideas are supported by evidence. Markets also come in different types so it's important to consider the size and needs of the target market to know if an idea has potential.
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Critical Thinking for UX Designers (Or Anyone, Really)
1. Critical Thinking
(For UX Designers--or Anyone, Really)
#critthink
South by Southwest 2011
Russ Unger |
Christina Wodtke | Zynga
Image Source Š Time Inc.
8. My Wife
â
Really? An orgasm slide?
ďŹose people had better not think
thatâs me in the picture...
Image Source Russ Unger
9. Dr. Steve Julius
â
With a bit of training and through
some basic brain-stretching
exercises, we can be reďŹective.
We can slow down and ďŹnd
alternative solutions.
Image Source Steveâs Son Max
10. Letâs Try One
⢠Four Magic Seedlings
⢠Must be planted equal distances
apart from each other
⢠Yes. You have to plant four of
them to make the magic
Image Source Š Russ Unger
11. Show Your Work
2â
Math Lesson:
271
2â
A2 + B2 = C2
2â 2â 4+4=8
284
2.8
Square Root of 8
= 2.82842712
2â
Image Source Š Russ Unger
13. DTCT
What It IS NOT: What It IS:
⢠Biased ⢠Self-directed
⢠Partial ⢠Self-monitored
⢠Uninformed ⢠Self-corrective
⢠Prejudiced
Image Source Š Time Inc.
18. Deja vu?
Images Source Š ďŹe Wachowski Brothers
19. Remember These?
â
When the cassette recorder was invented, the
music industry announced a moral panic over the
fact that people could simply steal music from the
radio, or copy it from each other.
- John Lanchester
Images Source Š http://www.ďŹickr.com/photos/jacksonboyle/1506260962/sizes/l/in/photostream/
29. Business is from Mars, Design from Venus
Deductive/Inductive Reasoning Abductive Reasoning
âTraditional ďŹrms utilize and reward the use of âDesigners value highly a third type of logic:
two kinds of logic. ďŹe ďŹrst, inductive, entails abductive reasoning. Abductive reasoning, as
proving through observation that something described by Darden professor Jeanne Liedtka,
actually works. ďŹe second, deductive, involves embraces the logic of what might be.
proving -- through reasoning from principles --
that something must be.â ďŹis style of thinking is critical to the creative
process.â
http://www.businessweek.com/innovate/content/aug2005/di20050803_823317.htm
31. But the business folks can be left behind
Critical thinking can be used to build a bridge between two types of thinking,
connecting the dots
32. Critical thinking can also help you with their ideas
How many have you thought about a client or a boss âďŹatâs a
moronic ideaâ
Can you build a bridge to their goal?
35. Step Back
Think
Organize
Proceed
ďŹe Inner Game of Stress: Outsmart Life's Challenges and FulďŹll Your Potential
by W. Timothy Gallwey
8
36. Tools for Thinking
ClariďŹcation:
Do I understand what you are saying?
Understanding:
Do I understand your thinking
Context:
Do I understand the world we are acting in?
Evidence:
What tells me this is right?
38. For Understanding, try Five Whys
My car will not start. (the problem)
â˘Why? - ďŹe battery is dead. (ďŹrst why)
â˘Why? - ďŹe alternator is not functioning. (second why)
â˘Why? - ďŹe alternator belt has broken. (third why)
â˘Why? - ďŹe alternator belt was well beyond its useful service life and has never been replaced.
(fourth why)
â˘Why? - I have not been maintaining my car according to the recommended service schedule.
(ďŹîh why, a root cause)
â˘Why? - Replacement parts are not available because of the extreme age of my vehicle. (sixth
why, optional footnote)
44. How Big Is The Opportunity?
Total Available Market (TAM)
⢠How many people would want/need
the product?
⢠How large is the market be
Total Available Market (in $âs) if they all bought?
(TAM) ⢠How many units would that be?
How Do I Find Out?
⢠Industry Analysts â Gartner, Forrester
⢠Wall Street Analysts â Goldman,
Morgan
45. How Big Is My Slice?
Served Available Market (SAM)
⢠How many people need or can use
product?
⢠How many people have the money to
Total Available Market buy the product
Served Available
Market (SAM)
⢠How large would the market be (in
(TAM) $âs) if they all bought?
⢠Can you reach them?
How Do I Find Out?
⢠Talk to potential customers
47. Return on Investment
All your CEO cares about âŚ
â˘Returns (measurable changes)
â˘Increased sales
â˘Reduced costs
â˘Achieving the mission (for a non-proďŹt)
â˘Investments (cost of making change happen)
â˘Keeping headcount low
â˘Using resources more eďŹectively
â˘Only bringing in consultants if necessary
48. REALITY CHECK #2: DIFFERENT MARKETS HAVE
DIFFERENT NEEDS
What Business Will You Be In?
49. Three Types of Markets
Existing Market Resegmented Market New Market
Who Cares?
Type of Market changes EVERYTHING
Sales, marketing and business development diďŹer radically by market type
60. Choose your idea wisely
From Guy Kawasaki, Art of the Start
stupid ďŹe holy grail
Your ability to
provide
unique
product or
service
bankrupt compete on price
Value to customer
62. Customer Development
Steven Gary Blank, Four Steps to the Ephinany
Customer Customer Customer Company
Discovery Validation Creation Building
63. Potential Roadmap
What Would You Move?
⢠Collaboration space
⢠Speaker features/video
⢠Reporting and advanced
Capability
Admin
⢠Community features
⢠E(mail) to attendees
Version 1.0
⢠Un/OďŹcial events list
⢠Network notiďŹcations
⢠Basic Admin
Soon Later Much Later
39
64. Evidence
Research: Ethnography, user diaries, etc
Testing: paper prototyping, ghetto testing, etc
Youâre good at this part!
65. Proceed Together
ďŹe 3 Skills You Need to Succeed
Product
Business Tech