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Facilitating Design Critique

Websites are distributed services that aren’t owned or used by any one person. Therefore, soliciting feedback from a variety of users throughout the design process is essential. Shared ownership isn’t a skill designers are taught, however. It can be emotionally challenging to separate negative feedback from outright rejection.

To break down these barriers, we need to facilitate design feedback—constructive criticism from team members that’s helpful for each design phase. Whether we seek to offer or receive design feedback, it’s important that critiques be both specific and actionable; clarity avoids wasting everyone’s time. Next, be sure to provide reasonable deadlines for the requested changes.

All feedback should also be contextual. It should be obvious what each suggestion means within the website’s “big picture.” Next, when providing feedback ensure that the changes requested are technically feasible: don’t ask for something that you know is beyond your designer’s (or your engineer’s) skill–level. For maximum clarity, break down your feedback into as small, actionable chunks as possible.

Lastly, make sure your feedback isn’t discouraging, but rather makes the team feel empowered. Vacuous remarks that undermine the team’s enthusiasm serve no one. If a design flaw is substantial enough that it can’t be addressed in front of the entire team at once, schedule private conversations with the parties responsible.

Applying design critique principles to specific deliverables

Let’s explore how to apply these critiquing principals to three typical design deliverables:

  1. Sketches

    Because sketches are an exploratory part of the design process, be sure that any critique of them doesn’t shut down design directions before they’ve taken shape. If you’re soliciting feedback, ask broad, open-ended questions that encourage equally broad responses. After you’re done sketching ideas, ask others to contribute theirs.

    If you’re providing feedback, build off the designer’s sketches with visual suggestions. Consider positing “what if” scenarios to get the team’s creative juices flowing. Don’t be afraid to suggest novel approaches—you’ll likely hit upon something no one has thought of yet.

  2. Wireframes

    Wireframes narrow the team’s focus by illustrating more resolute solutions. To obtain feedback, highlight specific areas. Clearly enumerated statements about the functionality of your interface explains your design methodology; highlighting elements helps the customer understand your design solution.

    When asked to provide feedback on wireframes, offer suggestions in reply to specific highlighted areas. If possible, present examples of how something should be modified. Make sure to direct the team’s next steps with a visible goal in order to make sure everyone’s thoughts are aligned.

  3. Visual Design

    Visual Design is an extremely subjective part of the design process. Therefore, examining things with a critical eye and offering specific feedback will really make things sing. Here, don’t ask open-ended questions; rather, make them definitive. Explain the benefits of your suggestions, and justify design decision by clearly articulating why a visual element works/doesn’t.

    When providing visual design feedback, be sure to begin by praising areas that work well. Next, mention specific areas (or suggest visual examples) that can be improved. Offer an ordered list of items that can be individually addressed and invite pushback.

Tools for feedback

When you’re ready for critique, the method you choose is almost as important as what it is you say. Here are three ways to aid the feedback process:

  1. Email

    Email makes it easy to articulate your thoughts because writing things down forces the person giving feedback to think through her suggestions. Written feedback also serves as a great historical reference so you can recall what your team said in years past. Digital feedback is also terrific for keeping things brief and succinct—no need for endless conversations that go on and on. It’s also asynchronous and doesn’t rely on matching schedules or hard-to-plan meetings.

  2. In-person meetings

    Though email may seem like the easiest method for useful feedback sessions, face-to-face meetings can often provide much better insight. For instance, body language and tone of voice are very revealing. You’ll get a sense of how comfortable the feedback-giver is with what they’re saying and his tone of voice can help you better understand the scope of the discussion.

    Feeling the intent of the feedback can also give you enough insight to get the point of the directive. Don’t overlook the power an in-person meeting can have toward building and creating momentum based on positive reinforcement. After all, digital feedback can seem rather critical all the way around, but both positive and negative feedback can be easier to appreciate in person.

  3. Digitally enhanced feedback

    These days, there’s computer- or web-based software out there to address the needs of nearly every professional situation, and feedback sessions are no different.

    Our team’s feedback tool, Notable, is designed to facilitate responsible, actionable feedback. Using Notable, team members can provide specific, contextual design feedback. Team members and clients can capture webpages in several different ways, and then add their annotations. It’s easy to track who’s leaving and viewing feedback, as well as assign permissions to allow only certain people to see specific elements as they’re under development.

Giving and receiving feedback is arguably one of the least desirable parts of the design process. However, with a solid understanding of how to give and receive suggestions and some idea of how to apply the concepts to specific design phases, the process can go a lot more smoothly than anyone anticipates.

About the Author

ZURB is a close-knit team of interaction designers and strategists that help companies design better products & services through consulting, products, education, books, training and events. Since 1998 ZURB has helped over 75+ clients including: Facebook, eBay, NYSE, Zazzle, Playlist, Britney Spears, Yahoo, Facebook, among others.

About the Author


ZURB is a close-knit team of interaction designers and strategists that help companies design better products & services through consulting, products, education, books, training and events. Since 1998 ZURB has helped over 75+ clients including: Facebook, eBay, NYSE, Zazzle, Playlist, Britney Spears, Yahoo, Facebook, among others.


  • Jae Xavier Reply

    >>Giving and receiving feedback is arguably one of the least desirable parts of the design process.

    I’m going to argue this specific point only…

    2 years ago, I was contracted by Fortune 500 company. My team and I had integrated the research and consideration their board members had provided to us for a site redesign for one of their subsidiary companies. I then made a 10 minute presentation about the design we came up with. 9 out of 10 board members approved but the Founder/Chairman did not. The Founder took my 3 page handout, crumpled it and threw it at my face. He explains “The concept looks like sh**. You have one more chance. Get out, don’t comeback until you nail it down.”

    I stood, calmly looking at him in the eyes with a subtle arrogant smile. “You have one more chance to be precise in your suggestions. I will not accept your novice feedback. I want details and I want them now.”

    As the board members began to leave, the founder tells me to go to his office on the top floor. We arrive 3 minutes later and we sit down. He immediately starts typing into his laptop then he looks at me while sitting back “You have balls kid. Go to the controller on the 5th floor to pick up your check.”


    Giving and receiving feedback is the most essential part of the POST design process and is highly desirable.

  • Cody Reply

    Working as a UX designer at a large business, I treasure feedback from critiques. The more they can find flaws the better the final product becomes.

    The feedback is better received from someone that knows something about design and usability though.

  • Dale Sande Reply

    While a huge fan of the critiquing process, quality critiques are difficult to facilitate.

    The biggest challenge I have had to deal with are keeping the critiques positive and meaningful. To many times the conversations degrades into personality struggles. Everyone has an opinion on UI/UX and that can make these situations difficult.

    While I would replace wireframes with design-free prototypes, I thought that this article was helpful and I will be looking into Notable as a resource for the critiquing process.

  • Myles Anderson Reply

    You alluded to this under Visual Design: “justify design decision[s]”

    I’d add: Make it impersonal.
    Some designers are precious about their work – and for designers who are intuitive in their approach, it’s often better to take a step back, and ask them to talk through the design principles behind their work – focus on the deliverables, not the person responsible for them.

    Having a discussion about the relative merits of a particular design should centre on the elements themselves, not on their (or your) opinions. This works quite well when there are too many egos in the room.

  • advisor Reply

    A new way of getting design feedback is —

    Its a community of designers and artists giving ratings, critique, and feedback. See how different demographics rate your design.

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