Think Feel Know Framework 





Think Feel Know Framework

The Think, Feel, Know model highlights the different levels of decision making designer’s employ to progress through a design process. To develop this framework it began via critique of The Double Diamond Process which was developed by the british organisation Design Council in 2005. The initial appeal of this model is in the defined yet broad sequential stages. It highlights how this design process can be adopted in different fields and cater to a range of designers. However catering this process is it raised many question when it was considered to my practice. I.e. how does one even progress through these different stages? How does a designer make validate their decisions? Is a designer process really that linear?

The Double Diamond Process : Design Council 2005

In all creative processes a number of possible ideas are created (‘divergent thinking’) before refining and narrowing down to the best idea (‘convergent thinking’), and this can be represented by a diamond shape. However, The Double Diamond Process indicates that this happens twice – once to confirm the problem definition and once to create the solution. This linear approach creates a very comprehensive scenario but leaves one to consider how does this concept surface in the first place. When reflecting on practice, I realised that I was making rapid decisions to quickly progress through this process to produce an outcome.

It was on reflection of Sense that I realised that I was unable to articulate and justify many of the decisions I was making. As such, this model aims fills the gaps in one’s process and provide a vocabulary to not only articulate one’s decisions, but use this vocabulary to acknowledge and explore these decisions. The framework justifies a designer’s intuition and promotes it to lead a design process. This is done by referencing our logical, emotive and gut intuition. These can be summarised into think, feel, know.  

As such, by following such process it can cater to a designer pursuing their own solutions, not the solutions they are being shown on websites. It celebrates an individual's creativity and suggest their unique perspective can produce a unique response.

To employ this thinking into one’s process it can be done by:

︎ I think this works because …..

︎ I feel like that worked because ….

︎ I know this worked because ….

If these questions are asked through a design process, the designer can experience creative freedom and validation in their decisions.






Mark