How to Solicit Useful Feedback
For most creative people, asking for feedback is difficult. After all, who wants to open themselves up to criticism? It's a vital part of the design process, though, and both designers and team members are better off for it.
Before we talk about how to solicit good feedback, let's look at why it's so hard for us to ask in the first place. First of all, it's emotionally challenging to separate negative feedback from outright rejection. Remember, though, feedback is meant to elicit constructive criticism from others to move a project forward. It's not a reflection of your talent as a professional.
Secondly, designers struggle to incorporate other team member ideas without disrupting their own creative vision. That's a tall order when you consider that shared ownership is not a skill designers are taught. Since many designers aren't particularly comfortable working on the business side of a project, you've got a perfect storm of issues that negative feedback could stir up.
The minefield of getting feedback from someone on your team or client can be successfully navigated in a few simple steps.
Highlight exactly what answers you're looking for instead of leaving the question open-ended. If you're meeting in person, give your teammate or client a written outline of the feedback you're looking for before showing a concept. Explain the benefit of each section every step of the way, and how it fits into the larger design concept. If you're discussing the concept over email, make sure the questions are contextual. Our website feedback tool Notable is a great tool for making sure you and your client are on the same page.
Choose specific people you'd like answers from, don't just leave it up to whomever the client or teammate wants to show your concept to. While the marketing team might have some useful feedback, you probably don't need to know what the client's Aunt Nancy in Chicago thinks. Be directive -- and proactive -- by calling out specific people for different types of feedback.
Make sure the feedback you get is directly related to moving the project along. There's no need to revisit issues or concerns about work that has already closed ideas down. Make sure you specify a time limit on when you expect feedback because ideas need continuity.
Create a directive with specific examples and questions: Do you feel this desaturated, rounded form fits with our older demographic? A specific question make it easier to take away feedback that can be acted upon.
Though it can be difficult to hear, you need constructive feedback to make sure your vision is aligned with that of the overall goals of the project. Remember to ask for specifically what you need to know, and don't take any of the feedback personally.
Armin says
Guys, please put a clear:both below the floated images. They are displayed diagonally in my feed reader (since the paragraph isn't as tall as the images)
Dave (ZURB) says
When going through the feedback process, I think it's critical to make sure that feedback cycles have defined timelines, and once an aspect of the design has been agreed on, it needs to be locked down. Once a solution has been solidified, don't revisit it, otherwise you could be opening Pandora's box, and one tweak could lead to five, and then to a redesign.
Matt (ZURB) says
Before asking for feedback on something, make sure you address any items you already know about. It's a waste of time to have someone point out previously identified problems.
At the very least communicate the open issues and what working sections you are looking for feedback on.