DISCUSSINGDESIGN
Without Losing Your Mind
AARON (aka Ron) IRIZARRY
DIRECTOR OF USER EXPERIENCE
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Conversations can hurt.
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It’s laid out too much like [popular service]. We should be different.
The new Spotify design is perhaps even worse than the old Spotify design. The
visual hierarchy and underlying IA are terrible.
No. That won’t work. What if we do it
this way...
This is terrible.
The wireframes are still not answering our problem and are not
providing enough an easier solution for the page.
Change the order of the screens so that the 3rd and
first one are switched.
It doesn't have enough spunk.
What kind of company shuts down a much-loved service like
Google Reader but keeps the vegetative Google Plus?
We're disappointed in this solution. We're going to have our own designers come up with
one.
Looks ugly. Make it pretty.
What. The hell. Is this?
I would never use this. I don’t like the
layout.
We should make that a dropdown instead of
radio buttons.
None of this is what I asked for.
This is terrible. I have no idea what the lines
mean.
I like the paper form better.
I'm just not feeling it. I don't know what, but it isn't right yet.
Just needs to be more innovative.
Make it look more like
SharePoint.
Here is a rewrite. My intention is to
sharpen the language, make it more
precise.
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The new Spotify design is perhaps even worse than the old Spotify design. The
visual hierarchy and underlying IA are terrible.
No. That won’t work. What if we do it
this way...
Change the order of the screens so that the 3rd and
first one are switched.
What. The hell. Is this?
We should make that a dropdown instead of
radio buttons.
None of this is what I asked for.
Here is a rewrite. My intention is to
sharpen the language, make it more
precise.
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feedback
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Reaction
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“ Sweet fancy Moses! That looks like you vomited
1996 all over the internet!
Reaction
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“ Sweet fancy Moses! That looks like you vomited
1996 all over the internet!
Reaction
Direction
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“ Sweet fancy Moses! That looks like you vomited
1996 all over the internet!
“You should have made all of those radio buttons a
drop down [,because…]
Reaction
Direction
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criticalthinking
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critique
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“Sweet fancy Moses! That looks like you vomited
1996 all over the internet!
“You should have made all of those radio buttons a
drop down because…
Reaction
Direction
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Critique
“Sweet fancy Moses! That looks like you vomited
1996 all over the internet!
“You should have made all of those radio buttons a
drop down because…
Reaction
Direction
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“ If the objective is for users to seriously consider the
impact to their bank balance before making a
purchase, placing the balance at the bottom of the
screen at the same size as all the other numbers
isn’t effective because it get’s lost in all of the other
the information.
Critique
“Sweet fancy Moses! That looks like you vomited
1996 all over the internet!
“You should have made all of those radio buttons a
drop down because…
Reaction
Direction
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Design Reviews
Standalone Critiques
Collaborative Activities
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We need tools & a plan. #discussingdsgn
What was the creator trying to achieve?
How did they try to achieve it?
How effective were their choices?
Why is or isn’t what they did effective?
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What was the creator trying to achieve?
How did they try to achieve it?
How effective were their choices?
Why is or isn’t what they did effective?
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How did they try to achieve it?
What was the creator trying to achieve?
How effective were their choices?
Why is or isn’t what they did effective?
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How did they try to achieve it?
What was the creator trying to achieve?
How effective were their choices?
Why is or isn’t what they did effective?
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How effective were their choices?
What was the creator trying to achieve?
How did they try to achieve it?
Why is or isn’t what they did effective?
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How effective were their choices?
What was the creator trying to achieve?
How did they try to achieve it?
Why is or isn’t what they did effective?
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Why is or isn’t what they did effective?
What was the creator trying to achieve?
How did they try to achieve it?
How effective were their choices?
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Why is or isn’t what they did effective?
What was the creator trying to achieve?
How did they try to achieve it?
How effective were their choices?
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Giving & Receiving
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There are two facets to critique,
at their foundation is
Giving critique with the wrong
intent is #discussingdsgn
Giving critique with the right
intent is objective focused. #discussingdsgn
When giving critique...
Use a filter.
Gather initial thoughts and reactions. Revisit them in the right
context.
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When giving critique...
Don’t assume.
Find out the reason behind thinking, constraints, or other
variables.
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When giving critique...
Don’t invite yourself.
Get in touch and ask to chat about the design.
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When giving critique...
Lead with questions.
Show an interest in their process and learn more about their
objectives.
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When giving critique...
Talk about strengths.
Critique isn’t just about the things that aren’t working.
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Receiving critique with the right
intent takes humility & restraint.
When receiving critique...
Remember the purpose.
Critique is about understanding and improvement, not judgement.
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When receiving critique... 

Think before responding.
Do you understand what the critics are saying?
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When receiving critique...
Participate.
Analyze your proposed solution alongside everyone else.
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When receiving critique...
Set the foundation.
Use prior agreements and objectives to get everyone on the
same page.
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Things to keep in mind…
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Critique is a skill. You need to practice.
Things to keep in mind…
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Critique is a skill. You need to practice.
Start small.
Things to keep in mind…
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Critique is a skill. You need to practice.
Think before you speak.
Start small.
Things to keep in mind…
Critique is a skill. You need to practice.
Choose who you critique with carefully.
Think before you speak.
Start small.
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Things to keep in mind…
Rules of critique
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Avoid problem solving.
Rules of critique
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Avoid problem solving.
Everyone is equal.
Rules of critique
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Avoid problem solving.
Everyone is a critic.
Everyone is equal.
Rules of critique
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Avoid problem solving.
The designer is responsible for next steps.
Everyone is a critic.
Everyone is equal.
Rules of critique
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Setting the right foundation is crucial.
Set your foundation with...
Personas
User archetypes that describe their average behaviors,
goals, expectations, knowledge, etc.
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Set your foundation with...
Goals
Desired, measurable outcomes of the user interacting with the
product or service. Can be user oriented, business oriented or
both.
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Set your foundation with...
Principles
Statements, often worded as rules, that capture the desired
qualities or characteristics of the final solution.
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Set your foundation with...
Scenarios
Short narratives that the describe the desired behaviors, thoughts,
emotions, etc. of the user as they move through a use case.
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Design Reviews
Standalone Critiques
Collaborative Activities
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Synthesize
Observations
Create or
Refine
Observe &
Evaluate
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Synthesize
Observations
Create or
Refine
Observe &
Evaluate
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Critique is about iteration and improvement.
So long as you’re looking to improve on
whatever it is you’re doing, you’ve got an
opportunity for critique.
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Who get’s an invite to
the dance?
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The key is to start things off on
the right foot.
Facilitating critique
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Facilitating critique
Critique Goals
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Facilitating critique
Critique Goals
Active Listening
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Facilitating critique
Critique Goals
Round Robin & Quotas
Active Listening
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Facilitating critique
Critique Goals
Round Robin & Quotas
Direct Inquiry
Active Listening
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Facilitating critique
Critique Goals
Round Robin & Quotas
Direct Inquiry
Six Thinking HatsActive Listening
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Facilitating critique
Critique Goals
Round Robin & Quotas
Direct Inquiry
Six Thinking Hats
Facilitators
Active Listening
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Yes,you will have to deal with
difficult people.
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What comes next?
Design Reviews
Standalone Critiques
Collaborative Activities
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Design reviews have their challenges.
Solving the review problem
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Take control.
Solving the review problem
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Take control.
Pretend you’re dealing with difficult people.
Solving the review problem
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Take control.
Pretend you’re dealing with difficult people.
Recap objectives.
Solving the review problem
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Don’t rely on them for critique.
Take control.
Pretend you’re dealing with difficult people.
Recap objectives.
Solving the review problem
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Design Reviews
Standalone Critiques
Collaborative Activities
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The ever popular brainstorm.
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Divergent
Thinking
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Divergent
Thinking
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Divergent
Thinking
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Divergent
Thinking
Convergent
Thinking
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Divergent
Thinking
Convergent
Thinking
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Divergent
Thinking
Convergent
Thinking
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Divergent
Thinking
Convergent
Thinking
Critique
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Critique is at the core of collaboration.
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Thank you
Aaron Irizarry
Director of User Experience
Discussing Design
Improving Communication &
Collaboration Through Critique


Available from O’Reilly Media and Amazon.
@aaroni
aaron@thisisaaronslife.com

Discussing Design - ConvergeSE