how rapid feedback improves the design process (luke jones, cxpartners)

Rapid feedback

I have a desire to make design process, delivery, and feedback as smooth as possible.

I’m trying out something that I call Rapid Feedback.

What is it?

It’s exactly what it sounds like…

…working closely with clients to get feedback as quickly and smoothly as possible.

Great success

A project for TUI Education worked very well.

It was great from the get-go and, most satisfyingly, the clients I was collaborating with felt very involved in the

design process.

Why?

It worked because we had the opportunity to discuss tastes and appropriate design, and build a relationship.

Amends were addressed quickly, and further down the line they because non-existent.

Involvement

It went well because TUI felt involved with the process at all times.

In a small amount of time, we had a clear understanding of where the project needed to go.

Nailed it.

With TUI, we nailed it.

Any major amends were addressed early on in the process, and the final amends took just 2 hours.

It was nice

The process was great, and we created something everyone is proud of.

On top of that, we enjoyed the feedback calls. We built a good relationship with the people at TUI.

How to do it

Discuss ground rules for feedback at the kick-off.

These ground rules aren’t just for the client, they’re for the agency as well.

Expectation

Set expectations at the kickoff.

How many designs will we be reviewing during the call? Who should be there? When will each call happen?

Decisions

A decision maker needs to be picked.

Someone on the client-side who has final say and can take charge with a ‘yes’ or ‘no’ for feedback.

Everyone needs to know who this decision maker is.

Calls

Telephone calls should be regular. Weekly, on the same day, at the same time. Friday mornings are great.

The decision maker needs to be on each call. If they’re not available, delay the call.

Delivery

Deliver between 3 and 5 comps shortly before the call. More comps than this feels overwhelming.

Designed more than 5? That’s fine. Stagger the delivery. Don’t overwhelm people on the call or it will be a chore.

Anything else?No.

These ground rules could change per project. What worked for TUI might not work for another project.

Besides, your workflow should always evolve.

ToolsUse whatever tools you feel comfortable with.

Go for ones that make your life better.

I like to use a combination of Basecamp, InVision App, and GoToMeeting.

My tools

Basecamp for a paper trail, InVision for screen sharing / feedback gathering, and GoToMeeting for setting up

conference calls.

These work for me, but they might not for you. That’s fine!

Adapt

It should be quick to adapt to this approach.

It’s easier to explain design decisions, answer questions, and discuss feedback when everyone feels comfortable with

the process. Design decisions were ours, not mine.

It rocksIt’s awesome to have happy clients.

The informal calls were fun, if a little silly at times, but humour is even good at work.

Here’s to the next awesome project.

Do it.The TUI design process was very smooth, and I put that

down to the feedback process.

You should totally go for it.

I’ll leave you with a couple of testimonials from TUI.

“[It] was really good to raise questions, etc via InVision and get straight to those points on the calls. [That] was

very useful, because the problem points were either tweaked for the better, or we talked through them

enough to understand the ‘why’ and reasoning behind them. Less rehashing the basic details each call, more

refining each time.” Rob Wilmshurst, TUI

“What Rob said… ha ha. It was as good as having a face to face meeting. Quick and efficient.”

Liz Hill, TUI

Luke Jones Visual designer

luke.jones@cxpartners.co.uk @lukejones