Preferential
Another common characteristic of bad critique is feedback that is justified by
the giver from purely preferential thinking. We’ve all heard horror stories
about this kind of feedback: designs are torn apart, not because a particular
aspect isn’t working toward its objective, but rather it doesn’t match exactly
what the feedback giver “likes”, for example: a website design gets canned
because the color scheme reminds a stakeholder of a Christmas sweater his ex-
wife had given him.
Though it might seem ridiculous, this kind of feedback is common, though
maybe not always so extreme. It usually feels like it’s coming out of nowhere
and has no relevance to the work we’re doing, but sometimes, it really just
boils down to a personal preference.
This kind of feedback is not only unhelpful, as it does nothing to analyze a
creation with regard to objectives, it can be distracting and counterproductive.
This is especially the case when it comes from team members or stakeholders
who are in a position of approval. In these situations, the team begins,
consciously or subconsciously, to prioritize that individual’s tastes alongside
or above project and user goals even if they conflict.
Best Practices For Giving Critique
Where critique with the wrong intent (done knowingly or not) is harmful,
damaging teams, processes, and most importantly the product. Useful,
productive critique has the ability to strengthen relationships and
collaboration, improve productivity and lead to better designs. In order give
the best critique possible, think about the following best practices when giving
feedback.
Lead with questions. Get more information to base your feedback on and
show an interest in their thinking.
Chances are, before being asked for your feedback, the creator(s) will give a
brief explanation of what they’ve put together so far and how it would work.
This gives you some context and understanding of the objectives they have
and the elements of the design they’ve put in place to achieve them. But
chances are they haven’t explained everything. Actually, as we’ll talk about
shortly, HOPEFULLY they haven’t explained everything.
This is your chance to open up the dialogue. By asking questions you give
yourself more information on which to base your analysis and give stronger,
actionable feedback. And if done in a non-interrogative way, it shows the
creator that you’re genuinely interested in, not only their work, but their
thinking behind it, which can make discussing it and listening to feedback a bit
easier for them.