When sharing a document for design feedback, your email should never say, “Attached is the [insert deliverable name] for your review. Please share feedback. Thanks.” Design reviews can make or break a final design, so the process must be handled with care.
Photo by Jayson Hinrichsen on Unsplash
A successful design review is a combination of structure, collaboration, and getting creative juices flowing. This requires clear direction upfront from the creative team and dedicated time from the reviewer(s). Especially in a virtual setting, design reviews are crucial to improve work and get to the desired outcome.
Whether you are the reviewer or the designer, there are important best practices to follow that will make your next design review more efficient and fruitful. So lean in, open your favorite notebook (or note-taking app), and get ready to jot down things to keep in mind for your upcoming review process.
TIPS FOR THE REVIEWER:
Anytime you are reviewing a piece of design work, you should have clear direction on (1) what you need to review, (2) the main areas of focus, and (3) how to structure your feedback. The designer you’re working with should provide an overview of this information. If anything is unclear, pause and gain alignment with the designer.
Questions to ask the designer for clarity at the beginning of the review process:
What are the areas you want me to focus my review on? (e.g., the flow and hierarchy, how certain information is portrayed, the connection between topics, specific design elements, etc.)
What format should I provide feedback to you? (e.g., via email, within the design document, live on a call, a combo approach, etc.)
When do you need feedback by?
Questions to ask yourself during a review:
Do I have the time and headspace to give this review the attention it deserves?
Does the design support the end goals/answer the objectives for the work?
Am I looking at this with the needs of the target audience, or am I only thinking about personal design preferences?
Am I providing constructive feedback with clear direction?
Have I only pointed out things that need to change/aren’t right?
PRO TIP: It’s extremely useful to share positive feedback during a review. Pointing out things that are working well lets the designer know what stands out and what to do more of. This can give the designer ideas for future updates or enhancements.
TIPS FOR THE DESIGNER:
As the creative lead, it is our job to prep the reviewer at the start of the design review process. When we are the one in charge of the design execution, we can be so deep in the work that it becomes extremely easy to forget the person reviewing often has a lot of other things on their plate. This means we need to create structure throughout the review process to avoid spiraling and–most importantly–to get constructive input.
Reminders to provide the reviewer at the start of the review process:
Overview the document(s): Provide a brief summary of what you're sharing, a reminder of the purpose/goals of the document(s), and where the files can be accessed.
Explain key design choices: Set expectations for what the reviewer will be seeing and why the main design approach/overall look and feel was implemented. This is a great way to help the reviewer understand why you made specific choices and get them in the right creative mindset before they review.
Define the focus areas: Make sure to give guidance on what the reviewer should turn their attention to. If the deliverable is an early draft, feedback could be more general. Even so, it is important the reviewer avoids giving input that is strictly personal preference. So, explaining what areas they are tasked with reviewing can help you get feedback that is constructive and purposeful. Here’s a couple ways to set focus areas:
Provide specific feedback thought starters (e.g., ‘Pay close attention to the icons/graphics used – do these represent the information correctly?’, ‘Which of the provided color options best fits the unconventional, earthy look we’re going for?’).
Point out the critical areas that should be reviewed (e.g., the flow and hierarchy, how certain information is portrayed, the connection between topics, specific design elements, etc.).
Give parameters for structuring feedback: Tell the reviewer how they should provide feedback (e.g., via email, within the design document, live on a call, a combo approach, etc.).
Set clear timing: Outline expectations so the reviewer knows when feedback needs to be shared with you.
PRO TIP: When creating the project timeline before the work begins, build in review milestones. In advance, confirm the dates work for everyone who will be reviewing. If multiple people will be reviewing, allow enough time for everyone to provide feedback, ensuring they can compile all feedback before sending.
Best practices – once feedback is shared:
Take time to read through the feedback before taking any action. This allows you to digest the reviewers input and compile any questions you may have.
After you’ve read the feedback, let the reviewer know (1) what changes you will make, (2) what you need clarity on, (3) any pushback you may have with clear reasoning for this pushback (only necessary if you feel strongly something should not be changed).
If feedback is more complex than expected, suggest a live meeting to talk it through before implementing any changes.
Always keep in mind the end goal of design work is to meet the project's needs and objectives. Design reviews are a key step in the creative process that inspire collaboration and move you towards the right final output.
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