Working closely with clients helps get feedback as quickly and smoothly as possible. In this presentation Luke Jones explains how on a recent cxpartners project he improved collaboration by using the 'Rapid Feedback' method.
How Rapid Feedback improves the design process (Luke Jones, cxpartners)
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.
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
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.
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.
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.
Set expectations at the kickoff.
How many designs will we be reviewing during the call?
Who should be there? When will each call happen?
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.
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.
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.
These ground rules could change per project. What worked
for TUI might not work for another project.
Besides, your workflow should always evolve.
Use 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
Basecamp for a paper trail, InVision for screen sharing /
feedback gathering, and GoToMeeting for setting up
These work for me, but they might not for you. That’s fine!
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’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.
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