5 Steps to WIN a critique
Yes, like any competitive sport, you can win a critique. Now maybe you’re thinking “finally, I get to make those designers cry”. Unfortunately, this isn’t for you. Instead you win a critique by gaining valuable insights that allow you to improve toward a goal. So I’m writing this for you the makers, the builders and designers to get more from creative reviews. This is how you “fail fast” to find a better direction.
Winning a critique requires three things. I’ll show you how to guide the meeting in such a way that you (and your project) feel great. Here’s what’s required:
- A defined problem or issue to solve. Seriously don’t even walk into a review unless you know what you’re trying to do.
- Group consensus about the quality of a proposed solution.
- Actionable next steps (like any good meeting)
01. Set the stage
Take control of the room. Do this right away by reminding everyone in the room what you’re working on and what problem you’re trying to solve. Thats super important because this is all about you. You’re the one looking for feedback. Its up to you to win the critique, even if you didn’t call the meeting. Second help you’re critics understand that you value their insights, but remind them to engage with the problem you’re solving. This isn’t an art exhibit or production created for their enjoyment. Its serious work intended to significantly improve the quality of what’s being made.
Tip: Use stats to quickly remind the group why you’re solving the problem. Eg, “we’re trying to help marketing increase their lead generation by 15% this month”
02. Make the Reveal
Up until this point, I recommend keeping your solutions under wraps. Don’t display your poster, drop a flyer on the table or show that UI on a screen until you’ve completely set the stage. Its absolutely imperative that all your critics understand why you’re working on this project and what success looks like.
If you show the work too soon, you run a dual risk. First people are looking at your work instead of listening to what you’re saying. Its human nature to engage in the thing over the discussion and that won’t help you guide the conversation. Secondly, if everyone is missing what you say about reasons and goals, they’re forming an opinion of your hard work that isn’t based on the success criteria you just spent time laying out.
So now you’re ready. Show your work and describe it in detail. Make sure that everyone has appropriate time to assess what’s been created.
Tip: Always present your work in the final medium. If its a brochure, print it out and fold it. A website show it on the screen, in a browser if possible. Did you make a mobile app? Show it on a phone. Do your best to display things at their actual size, with realistic colors and so on.
03. Manage the room
Now comes the hard part, managing a group of people to get actual work done. Create a structure in the meeting to enable you to capture the specific feedback you need.
It’s time to describe your work in detail. Tell your audience why you made the choices you did. Make sure to backup your decisions with solid reasoning that relates back to the project’s goals. Be sure to walk the team through any important sections and highlight changes that occurred since the last critique.
Tip: Request that everyone holds their questions and feedback until the end. This accomplishes a few things. 1. You don’t loose your rhythm. 2. You get time to think about your answer to formulate a less emotional response. 3. The question may be answered in the natural progression of your discussion.
04. Test for success
For many years I ended presentations of my work with the phrase “So what do you think?” It sounds pretty harmless right? The problem is that I’m secretly asking for affirmation of my skills which is not helpful. If at the end of your discussion, you hear that someone — perhaps the CEO’s Ex’s neighbor’s dog — doesn’t “like” that shade of green, you have completely failed at running a critique.
A critique is no place for subjective concepts such as like/dislike, pretty/ugly or worst of all hearing “its nice”. In addition to easily bruising egos, these words derail any chance of improvement. Subjective direction is fickle and nearly impossible to achieve. Instead ask if the discussed solution solves the stated objective (remember #1?). Suddenly you’ve gone from show’n tell to a discussion based on merits and logic. With this perspective it’s much easier to handle negative feedback since it’s less personal. Removing as much subjectivity as possible creates a mature discussion instead of what often feels like a fight.
Tip: Time box this success discussion. The longer you discuss how your solution wins & loses the more likely the conversation will veer away from objective critique. Go around the room giving everyone a chance to speak. Do this two or three times until the questions dwindle.
05. Create a game plan
Any meeting that ends without actionable next steps is simply a social gathering. Don’t let that happen to your critique. This is the step where negativity and criticism provide a measurable way to improve. So, grab your meeting notes with a list of problems and feedback.
Before the end of the meeting run through your take aways with the group. Make sure to understand the issue being brought forward but you can also be clear that you’re not expecting a solution. If people have suggestions for improvement be sure to listen. Just don’t commit to specific changes without taking the appropriate time to assess them.
Tip: Turn issues into opportunities by rephrasing them as questions. I personally love the “How might we…?” style of question since they redirect often negative emotions into a place where the entire group contributes.
The End
Congratulations, You’ve won the critique! Thank everyone for their time and remind them you value their feedback. This is important because, at the end of the day, you need other people to help refine your ideas. Those other people should know how much you value them.
Finally, schedule another critique, preferably with as much of the same team as possible. Now you have a milestone to achieve and a team who will require less background in the next critique.
If you like this, please tap the heart or share it with others. If you take issue with something I’ve said, leave a comment or response so we can discuss.
By day, I’m a product designer currently working to improve healthcare communication. By night I’m a Google Expert, a product mentor and writing a book about about getting started in UX. Follow me on Twitter @howitson.
