Critical Thinking(For UX Designers--or Anyone, Really)#critthinkSouth by Southwest 2011Russ Unger       |Christina Wodtke ...
DTCTDefining The Critical Thinking
Houses, Walls, Windows                         Image Source © Time Inc.
Henry Ford             “             If I would have asked people what             they wanted, they would have           ...
The Limbic System                Images Source http://home.comcast.net/~momtofive/SIDWEBPAGE2.htm
Brains Are Wired 2-Dimensionally                              Image Source © icanhascheezburger.com
Limbic Also Controls the Orgasms                               Image Source © http://www.meh.ro/
My Wife          “          Really? An orgasm slide?          ﬔose people had better not think          that’s me in the p...
Dr. Steve Julius             “                   With a bit of training and through                   some basic brain-str...
Let’s Try One• Four Magic Seedlings• Must be planted equal distances  apart from each other• Yes. You have to plant four o...
Show Your Work            2’                          Math Lesson:            271               2’                        ...
Solved!                 2’          2’                      2’           2’         2’                2’                  ...
DTCTWhat It IS NOT:   What It IS: • Biased          • Self-directed • Partial         • Self-monitored • Uninformed      •...
The Reality of It All      An Example in Failure
The Cotton Bowl“  She focused so much on her business that she forgot  to focus on her business.                          ...
The Reality of It All, Part 2An Example in “Well, we’ll have to wait and see how this one plays out, but, hmm...”
News To Me             Images Source © Time Inc.
Deja vu?           Images Source © ﬔe Wachowski Brothers
Remember These?“ When the cassette recorder was invented, the music industry announced a moral panic over the fact that pe...
Remember These?                  Images Source Wikipedia
Meet the First Digital Audio Player                 1979                              Images Source Kane Kramer http://www...
Meet the First Digital Audio Player                              Images Source Kane Kramer http://www.kanekramer.com
Meet the First Digital Audio Player                              Images Source Kane Kramer http://www.kanekramer.com
The MP3 Player is an Application                                   Images Source © http://flickriver.com
The New Books                Free?
Back to the Newspapers...
Back to the Newspapers...
Christina Wodtke - Zynga
Business is from Mars, Design from VenusDeductive/Inductive Reasoning                     Abductive Reasoning“Traditional ...
Designers can make great leaps forward
But the business folks can be left behindCritical thinking can be used to build a bridge between two types of thinking,con...
Critical thinking can also help you with their ideasHow many have you thought about a client or a boss “ﬔat’s amoronic ide...
Yes, and               AND7
Step Back                                   Think                                   Organize                              ...
Tools for ThinkingClarification:Do I understand what you are saying?Understanding:Do I understand your thinkingContext:Do I...
For Clarification, try Active Listening                     1. Repeat                     2. Paraphrase                    ...
For Understanding, try Five WhysMy car will not start. (the problem)   •Why? - ﬔe battery is dead. (first why)   •Why? - ﬔe...
ContextA Little About Markets
One Word: Plastics
Why the one word?                Opportunity            Brand Completeness            Blocking competition               R...
Is it worth doing? Three reality checks1. Size of Market2. Type of market3. Personality of market
REALITY CHECK #1: SIZE MATTERS           TAM is not SAM
How Big Is The Opportunity?                            Total Available Market (TAM)                               • How ma...
How Big Is My Slice?                            Served Available Market (SAM)                               • How many peo...
Some Startups saw this.              (SAM)             Total Available Market                     (TAM)
Return on InvestmentAll your CEO cares about …     •Returns (measurable changes)     •Increased sales     •Reduced costs  ...
REALITY CHECK #2: DIFFERENT MARKETS HAVE            DIFFERENT NEEDS            What Business Will You Be In?
Three Types of Markets          Existing Market     Resegmented Market        New Market                              Who ...
Existing
Competitor
Competing in an Existing MarketFaster/BetterSomewhere Else
The 9X Effect     John Gourville, Eager Sellers and Stony Buyers (2006)
Resegmented
Gap’s new entry
Competing By ResegmentingNiche = marketing/branding drivenCheaper = low end
New Market?
Same Product, Different Markets                New    New          Existing   Resegmented
New MarketCheaper/good enough can create anew class of product/customerInnovative/never existed before
Choose your idea wisely                  From Guy Kawasaki, Art of the Start                   stupid                     ...
REALITY CHECK #3: MARKETS ARE PEOPLE
Customer Development  Steven Gary Blank, Four Steps to the Ephinany    Customer    Customer     Customer    Company    Dis...
Potential RoadmapWhat Would You Move?                                                                  •    Collaboration ...
Evidence Research: Ethnography, user diaries, etc Testing: paper prototyping, ghetto testing, etc                       Yo...
Proceed Together               ﬔe 3 Skills You Need to Succeed                          Product    Business               ...
And Pray   Idea    Execution   Timing   Dumb Luck
So, Now What?
User / Browser Role Play                           Courtesy of Stephen Anderson
Wear A Different Hat                      Courtesy of Stephen Anderson
Hold A Funeral For Your Product                                  Images Source © Time Inc.
Thank You!
Critical Thinking for UX Designers (Or Anyone, Really)
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Critical Thinking for UX Designers (Or Anyone, Really)

  1. 1. Critical Thinking(For UX Designers--or Anyone, Really)#critthinkSouth by Southwest 2011Russ Unger |Christina Wodtke | Zynga Image Source © Time Inc.
  2. 2. DTCTDefining The Critical Thinking
  3. 3. Houses, Walls, Windows Image Source © Time Inc.
  4. 4. Henry Ford “ If I would have asked people what they wanted, they would have said “a faster horse.” Images Source © Time Inc.
  5. 5. The Limbic System Images Source http://home.comcast.net/~momtofive/SIDWEBPAGE2.htm
  6. 6. Brains Are Wired 2-Dimensionally Image Source © icanhascheezburger.com
  7. 7. Limbic Also Controls the Orgasms Image Source © http://www.meh.ro/
  8. 8. My Wife “ Really? An orgasm slide? ﬔose people had better not think that’s me in the picture... Image Source Russ Unger
  9. 9. Dr. Steve Julius “ With a bit of training and through some basic brain-stretching exercises, we can be reflective. We can slow down and find alternative solutions. Image Source Steve’s Son Max
  10. 10. Let’s 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 © Russ Unger
  11. 11. Show Your Work 2’ Math Lesson: 271 2’ A2 + B2 = C22’ 2’ 4+4=8 284 2.8 Square Root of 8 = 2.82842712 2’ Image Source © Russ Unger
  12. 12. Solved! 2’ 2’ 2’ 2’ 2’ 2’ Image Source © Russ Unger
  13. 13. DTCTWhat It IS NOT: What It IS: • Biased • Self-directed • Partial • Self-monitored • Uninformed • Self-corrective • Prejudiced Image Source © Time Inc.
  14. 14. The Reality of It All An Example in Failure
  15. 15. The Cotton Bowl“ She focused so much on her business that she forgot to focus on her business. Image Source My Cousin
  16. 16. The Reality of It All, Part 2An Example in “Well, we’ll have to wait and see how this one plays out, but, hmm...”
  17. 17. News To Me Images Source © Time Inc.
  18. 18. Deja vu? Images Source © ﬔe Wachowski Brothers
  19. 19. Remember These?“ 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 © http://www.flickr.com/photos/jacksonboyle/1506260962/sizes/l/in/photostream/
  20. 20. Remember These? Images Source Wikipedia
  21. 21. Meet the First Digital Audio Player 1979 Images Source Kane Kramer http://www.kanekramer.com
  22. 22. Meet the First Digital Audio Player Images Source Kane Kramer http://www.kanekramer.com
  23. 23. Meet the First Digital Audio Player Images Source Kane Kramer http://www.kanekramer.com
  24. 24. The MP3 Player is an Application Images Source © http://flickriver.com
  25. 25. The New Books Free?
  26. 26. Back to the Newspapers...
  27. 27. Back to the Newspapers...
  28. 28. Christina Wodtke - Zynga
  29. 29. Business is from Mars, Design from VenusDeductive/Inductive Reasoning Abductive Reasoning“Traditional firms utilize and reward the use of “Designers value highly a third type of logic:two kinds of logic. ﬔe first, inductive, entails abductive reasoning. Abductive reasoning, asproving through observation that something described by Darden professor Jeanne Liedtka,actually works. ﬔe second, deductive, involves embraces the logic of what might be.proving -- through reasoning from principles --that something must be.” ﬔis style of thinking is critical to the creative process.” http://www.businessweek.com/innovate/content/aug2005/di20050803_823317.htm
  30. 30. Designers can make great leaps forward
  31. 31. But the business folks can be left behindCritical thinking can be used to build a bridge between two types of thinking,connecting the dots
  32. 32. Critical thinking can also help you with their ideasHow many have you thought about a client or a boss “ﬔat’s amoronic idea”Can you build a bridge to their goal?
  33. 33. Yes, and AND7
  34. 34. Step Back Think Organize Proceed ﬔe Inner Game of Stress: Outsmart Lifes Challenges and Fulfill Your Potential by W. Timothy Gallwey8
  35. 35. Tools for ThinkingClarification:Do I understand what you are saying?Understanding:Do I understand your thinkingContext:Do I understand the world we are acting in?Evidence:What tells me this is right?
  36. 36. For Clarification, try Active Listening 1. Repeat 2. Paraphrase 3. Extend
  37. 37. For Understanding, try Five WhysMy car will not start. (the problem) •Why? - ﬔe battery is dead. (first why) •Why? - ﬔe alternator is not functioning. (second why) •Why? - ﬔe alternator belt has broken. (third why) •Why? - ﬔe alternator belt was well beyond its useful service life and has never been replaced. (fourth why) •Why? - I have not been maintaining my car according to the recommended service schedule. (fih why, a root cause) •Why? - Replacement parts are not available because of the extreme age of my vehicle. (sixth why, optional footnote)
  38. 38. ContextA Little About Markets
  39. 39. One Word: Plastics
  40. 40. Why the one word? Opportunity Brand Completeness Blocking competition Raising money Curiosity
  41. 41. Is it worth doing? Three reality checks1. Size of Market2. Type of market3. Personality of market
  42. 42. REALITY CHECK #1: SIZE MATTERS TAM is not SAM
  43. 43. 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 $’s) if they all bought? (TAM) • How many units would that be? How Do I Find Out? • Industry Analysts – Gartner, Forrester • Wall Street Analysts – Goldman, Morgan
  44. 44. 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) $’s) if they all bought? • Can you reach them? How Do I Find Out? • Talk to potential customers
  45. 45. Some Startups saw this. (SAM) Total Available Market (TAM)
  46. 46. Return on InvestmentAll your CEO cares about … •Returns (measurable changes) •Increased sales •Reduced costs •Achieving the mission (for a non-profit) •Investments (cost of making change happen) •Keeping headcount low •Using resources more effectively •Only bringing in consultants if necessary
  47. 47. REALITY CHECK #2: DIFFERENT MARKETS HAVE DIFFERENT NEEDS What Business Will You Be In?
  48. 48. Three Types of Markets Existing Market Resegmented Market New Market Who Cares? Type of Market changes EVERYTHINGSales, marketing and business development differ radically by market type
  49. 49. Existing
  50. 50. Competitor
  51. 51. Competing in an Existing MarketFaster/BetterSomewhere Else
  52. 52. The 9X Effect John Gourville, Eager Sellers and Stony Buyers (2006)
  53. 53. Resegmented
  54. 54. Gap’s new entry
  55. 55. Competing By ResegmentingNiche = marketing/branding drivenCheaper = low end
  56. 56. New Market?
  57. 57. Same Product, Different Markets New New Existing Resegmented
  58. 58. New MarketCheaper/good enough can create anew class of product/customerInnovative/never existed before
  59. 59. Choose your idea wisely From Guy Kawasaki, Art of the Start stupid ﬔe holy grailYour ability toprovideuniqueproduct orservice bankrupt compete on price Value to customer
  60. 60. REALITY CHECK #3: MARKETS ARE PEOPLE
  61. 61. Customer Development Steven Gary Blank, Four Steps to the Ephinany Customer Customer Customer Company Discovery Validation Creation Building
  62. 62. Potential RoadmapWhat Would You Move? • Collaboration space • Speaker features/video • Reporting and advancedCapability Admin • Community features • E(mail) to attendees Version 1.0 • Un/Official events list • Network notifications • Basic Admin Soon Later Much Later 39
  63. 63. Evidence Research: Ethnography, user diaries, etc Testing: paper prototyping, ghetto testing, etc You’re good at this part!
  64. 64. Proceed Together ﬔe 3 Skills You Need to Succeed Product Business Tech
  65. 65. And Pray Idea Execution Timing Dumb Luck
  66. 66. So, Now What?
  67. 67. User / Browser Role Play Courtesy of Stephen Anderson
  68. 68. Wear A Different Hat Courtesy of Stephen Anderson
  69. 69. Hold A Funeral For Your Product Images Source © Time Inc.
  70. 70. Thank You!

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