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DISCUSSDESIGN 
Without Losing Your Mind
Conversations can 
HURT
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? 
Make it look more 
Here is a rewrite. My intention is to 
What kind of company shuts down a much-loved service like 
like SharePoint. sharpen the language, make it 
Google Reader but keeps the vegetative Google Plus? 
more precise. 
It doesn't have enough spunk. 
Change the order of the screens so that the 
3rd and first one are switched. 
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. 
The wireframes are still not answering our problem and 
are not providing enough an easier solution for the 
page. 
No. That won’t work. What if we 
do it this way... 
It needs more flululululuh!! 
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.
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... 
We should make that a dropdown instead 
of radio buttons. 
What. The hell. Is this? 
Change the order of the screens so that the 
3rd and first one are switched. 
None of this is what I asked for. 
Here is a rewrite. My intention is to 
sharpen the language, make it 
more precise.
criticalthinking
critique
There are two facets to critique: 
Giving & Receiving
There are two facets to critique: 
Giving & Receiving 
INTENT At their foundation is
Giving critique with the wrong 
intent is self focused.
Giving critique with the right 
intent is objective focused.
When giving critique... 
Use a filter. 
Gather initial thoughts and reactions. 
Revisit them in the right context.
When giving critique... 
Don’t assume. 
Find out the reason behind thinking, constraints, 
or other variables.
When giving critique... 
Don’t invite yourself. 
Get in touch and ask to chat about the design.
When giving critique... 
Lead with questions. 
Show an interest in their process.
When giving critique... 
Talk about strengths. 
Critique isn’t just about the things that aren’t working.
Receiving critique with the right 
intent takes humility & restraint.
When receiving critique... 
Remember the purpose. 
Critique is about understanding and improvement, 
not judgement.
When receiving critique... 
Think before responding. 
Do you understand what the critics are saying?
When receiving critique... 
Participate. 
Analyze your proposed solution with everyone else.
When receiving critique... 
Set the foundation. 
Use prior agreements and objectives to get everyone 
on the same page.
The key is having a plan.
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?
Standalone Critiques 
Design Reviews 
Collaborative Activities
A few things to 
keep in mind...
A few things to 
keep in mind... 
Critique is a skill. You need to practice.
A few things to 
keep in mind... 
Critique is a skill. You need to practice. 
Start small.
A few things to 
keep in mind... 
Critique is a skill. You need to practice. 
Start small. 
Think before you speak.
A few things to 
keep in mind... 
Critique is a skill. You need to practice. 
Start small. 
Think before you speak. 
Choose who you critique with carefully.
rules of critique
rules of critique 
Avoid problem solving.
rules of critique 
Avoid problem solving. 
Everyone is equal.
rules of critique 
Avoid problem solving. 
Everyone is equal. 
Everyone is a critic.
rules of critique 
Avoid problem solving. 
Everyone is equal. 
Everyone is a critic. 
The designer is responsible for next steps.
Set the right 
foundation.
Set your foundation with... 
Personas 
User Archetypes that describe their average 
behaviors, goals, expectations, knowledge, 
etc.
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.
Set your foundation with... 
Principles 
Desired qualities or characteristics of the final 
solution.
Set your foundation with... 
Scenarios 
Short narratives that the describe the desired 
behaviors, thoughts, reactions, emotions, etc. 
of the user as they move through a particular 
flow or use case.
Standalone Critiques 
Design Reviews 
Collaborative Activities
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.
Who gets an 
invitation?
Start things 
off on the 
right foot.
facilitating critique
facilitating critique 
Critique Goals
facilitating critique 
Critique Goals 
Active Listening
facilitating critique 
Critique Goals 
Active Listening 
Round Robin & 
Quotas
facilitating critique 
Critique Goals 
Round Robin & 
Quotas 
Direct Inquiry 
Active Listening
facilitating critique 
Critique Goals 
Round Robin & 
Quotas 
Direct Inquiry 
Active Listening Six Thinking Hats
facilitating critique 
Critique Goals 
Round Robin & 
Quotas 
Direct Inquiry 
Six Thinking Hats 
Facilitators 
Active Listening
Yes.You will have to deal with 
difficult people.
What comes 
next?
Standalone Critiques 
Design Reviews 
Collaborative Activities
Design Reviews also 
have their 
challenges
Solving the 
review problem
Solving the 
review problem 
Take control.
Solving the 
review problem 
Take control. 
Recap objectives.
Solving the 
review problem 
Take control. 
Recap objectives. 
Pretend you’re 
dealing with 
difficult people.
Solving the 
review problem 
Take control. 
Recap objectives. 
Pretend you’re 
dealing with 
difficult people. 
Don’t rely on 
them for critique.
Standalone Critiques 
Design Reviews 
Collaborative Activities
The ever popular 
brainstorm
Divergent 
Thinking
Divergent 
Thinking
Divergent 
Thinking 
Convergent 
Thinking
Divergent 
Thinking 
Convergent 
Thinking
Divergent 
Thinking 
Convergent 
Critique Thinking
critique 
is at the core of 
collaboration
thank you. 
aaron irizarry 
senior product designer, Nasdaq 
@aaroni 
discussingdesign.com

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