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EFFECTS OF IMPROPER THINKING

❑ It involves both analvsis and
imagination to create desired
outcomes that benefit the end user
(the customer).
❑ - what is desirable from a human point
of view
❑ - with what is technologically feasible
and
❑ - economically viable.
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“ A different approach
“
- In traditional thinking we usually start with a
pre defined approach but in critical thinking
- DFV Framework

• Desirability - Is the design solution solving for

the right pain point?

• Viability - Is the design solution buildable on

the core technical and operational organization
strengths; given the physical, biological,
contextual and environmental requirements?

• Feasibility - Is the design solution aligned with

the business goals, mission and long term vision
ensuring sustainable economic growth of the
organization?

• For problem solving and critical thinking the

following map shows us the channel in which we
should think as the user

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7
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9 STEP 1 – Emphasise

Goal is to gain an empathic understanding

of the people you’re designing for and the
problem you are trying to solve.
• Gather data by observing, engaging, and
empathising with the people you are
designing for
• in order to understand their
experiences and motivations, as well as
immersing yourself in their physical
environment
• in order to have a deeper personal
understanding of the issues, needs and
challenges involved
10 STEP 2 – DEFINE

Goal is to form insights and define the

core problems that the team has
identified up to this point.
• Analyze and Synthesis
• the inforrnation collected and
created during the first step
and Frame Opportunity to
Define the Problem (s)
11 STEP 3 - IDEATE

Goal is to generate ideas for the problem that

the team has identified.
Diverge (generate many ideas)
Converge (cluster & bundle generated ideas)
and Prioriferize, Select an idea Set time limit
• Focuson HMW(how might we statements) as a
starting point
• Diverge — converge — diverge but stay
relevant
• Express ideas in a few words (3-7)
• Aim for quantity (as many ideas as possible)
• Defer judgment (no criticism)
• Welcome wild, weird, whacky ideas Methods – 1. Brainstorming
• Build on each others' ideas 2. Affinity Diagram
• use individual and team settings
 Guidelines
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Key Guidelines— Feedback collection

1. Keep the persona and role of the feedback-giver in mind (i.e. mainstremes or extremes users, stakeholders
or team mantes)
2. Show and or demonstrate the prototype depending on the nature of feedback required at the given stage
3. Observe and/or interact for feedback, depending on the nature of feedback required at the given stage
4.Do not get attached to the prototype/solution Seek honest feedback
5.Do not interrupt or resist the feedback process Capture feedback in an organized way (written, photos,
audio/video recording)

Key Guidelines — Feedback analvsis

Use tools to analyse feedback and decide on the next action step.
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Feedback analysis is one of the most important steps in critical

thinking in all organisational fields
❑ EMPLOYBILITY
❑ A critical thinker always has an edge over the others in the room as
he has a different approach to problems

❑ Critical thinking helps one to look at the problem in

various different aspects hence , helps one have a
broader perspective
❑ Problem solving is one of the key skills required while
working in any field
❑ A person with such a approach is very apt to deal
with crisis situations , crisp decision making, client

management etc.
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 Case Study :
KFC took out an ad in freesheet Metro, apologising for becoming a "chicken restaurant without any
chicken", but also summing up the debacle with a near-profane jumbling of its three-letter brand:
"FCK". KFCs response to the disproportionately furious, was also exemplary. One angry woman who told
an ITV reporter that as a result of closures, she "had to go to Burger King". KFC was quick to react,
tweeting the offer of a "Ricebox" with "her name on it" before Burger King jumped in and countered
with an offer of a year's supply of "fresh King boxes".

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Critical thinking during crisis

While KFC may have screwed up

with its supply chain, its
response to the
crisis has been anything but the
FCK up it could have been. AS
Andrew Bloch,
founder of Frank PR, wrote on
Twitter, KFC's approach has
been a "masterclass
in PR crisis management".

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 User
participation
1
Creative
approach

6 2
viability

Areas
COVERED

Data
Collection 5 3

Feasibility

Feedback 4
analysis