Everyone's A Design Critic

Notes from Everyone's A Design Critic with Jason Santa Maria and Rob Weychert at SXSW.

When designing a solution it is important to show the client options to evaluate the direction. You need a process that gets to the right answer and avoids Frankenstein's monster.

Think holistically when designing and talk holistically to the client about the vision for each solution.

Pre-crit

• Do your homework; Make sure that you incorporate everything you've already heard and presenting clear options.
• Gather as much information as you can in advance
• Make sure everyone has what they need
• Know the purpose of the crit

In crit

• Don't take it personally
• Stay positive
• Avoid jargon
• Find common ground, speak in a language that everyone there understands

Top 5 client requests

• My unqualified fried has different ideas; talk about how the idea fits into the vision you've worked with the client to map out
• Purple is my favorite color; talk about this in terms of personas and what they need and expect. Come back to your research and their branding.
• We need more stuff above the fold; We all know that the fold mentality is outmoded but it is important to let people know that scrolling isn't the problem it used to be.
• There's so much empty space, can't you fill it?; Whitespace contributes to the overall hierarchy of the page making the design more comfortable. Jamming stuff into empty space confuses the structure.
• Can't you make the logo bigger; No. The logo isn't the content, the content is the brand.

Post-crit

• Evaluate: Make sure that you know everything that was discussed and needs to be changed.
• Document: Do this for yourself and for the client.
  *Follow-up: Actually do what you said you would and connect it to your documentations.
• Wash-Rinse-Repeat

This is an ideal framework but is a helpful baseline. Use this on your projects to make sure that you get the feedback you want and make the best decision you can.

Q&A

Q: What if the client keeps pointing to other sites?

A: Try to focus on how they are different and a solution that is right for their needs. Talk about what they like in other sites but the goal is to get them to something right for them.

Q: How do solve the bigger logo problem?

A: Try to find out in advance and do user research to test how people respond differently.

Q: How much do you show in advance?

A: Show in the meeting and not before. Set it up so you get the first impression and let that drive the conversation. You also want to make sure to direct the crit. Make sure that your points are heard and that the client isn't distracted.