The Designers Loop
The first note in my 'Designers Toolkit.' How to build better products by tightening the feedback loop.
The concept of the Designers Loop is something that I have been trying to implement in my work recently, in order to be more successful in this, I wanted to name it, define it, and add some tricks to stay true to it. This is something that I have found useful for larger projects that are often for clients that are repeat or hope to be. So whilst I and others who do work like this may find this concept helpful, it could have less strength for more rigid projects that have tight deadlines.
Blair Enns, in his #TheWinWithoutPitchingManifesto, champions open client dialogues over the often used ‘big reveal’ presentations. This aligns strongly with my observed belief in the importance of short feedback loops.
This approach mirrors the philosophy of ‘failing fast and often’, synonymous with iterative design.
Transparent and open communication often leads to relevant feedback and more successful projects. The last thing a designer needs is to hear feedback too late down the creative process, it can cause delays and wasted time as well as a feeling of disconnect with the designer and their work.
For this technique to be successful the designer must educate the client on the types of feedback that are helpful, as well as remind the client of the goals and strategy agreed upon. Too much feedback can become messy and destructive if the feedback focuses on the wrong things. This responsibility rests with the designer.
Some simple rules for this (this deserves it’s own post and is a WIP)
Use a structured framework, like the 30/60/90.
Ask for feedback in relation to goals and strategy. Feedback that is too granular and far removed from the goals of the project can leave you with a project that isn’t successful and a designer that feels no creative ownership of the project.
Ask for references to communicate visual ideas.
Champion user feedback — the designer must be an advocate for this when others aren’t.
Offer solutions and expertise to guide the feedback.
Frequent, structured feedback not only boosts efficiency but also unveils timely innovative ideas. Missing a breakthrough idea because you showed your work too late can be destructive to a project.
Incorporate your users and customers into this right feedback loop and heavily iterative process to increase your chance of a successful finished product. It is hard to overstate the importance of your users and the strategy in place within this process, the two should become the map that guides you through this journey.
Incorporating IBM’s concept of ‘Sponsor Users’ can be invaluable, ensuring regular input from informed and invested users.
Embracing the principle of restless reinvention means acknowledging that in design, there’s no static ‘finish line.’ The process is perpetually in flux, with designs evolving and adapting in response to changing needs and insights. The journey is continuous, driven not by a definitive endpoint, but by the pursuit of excellence and innovation. Completion is less about reaching a static goal and more about mutual agreement on objectives met, or the constraints of time and budget.
The Designers Loop and the feedback process are integral to achieving successful design outcomes. By embracing feedback and incorporating it effectively, designers can ensure that their projects meet client expectations and deliver innovative solutions.
How do you incorporate feedback in your design process? Share your experiences and insights with me by emailing me or DMing me on LinkedIn