Benefits of an Iterative Design Feedback Process
In this week’s episode of The Secret Sauce, Senior Designer Ashley Cyborski discusses our iterative design feedback process and how this helps move designs forward to effectively meet our clients’ ideal results. TRANSCRIPT Allison Manley [AM]: Welcome to The Secret Sauce, a short podcast by Palantir.net, that offers a short piece of advice to help your business run a little bit better. I’m Allison Manley, an Account Manager here at Palantir, and today we’re talking with Ashley Cyborski about a good design iteration and feedback process. Ashley Cyborski [AC]: Hi everyone, My name is Ashley Cyborski and I’m a senior web designer here at Palantir. You may remember my other podcast about the benefits of designing in the browser. You should check that one out if you’re a web designer feeling hesitant about taking the leap to HTML and CSS. Today, though, I want to talk about our design feedback process here at Palantir, because it is a bit different than traditional design processes. I’d like to rewind and give you a bit of background. At Palantir we use agile methodologies during our development process. For anyone unfamiliar, agile is a 2 week cycle called a sprint where you prioritize work, complete those tasks, present the work to the client, and receive feedback which you can then incorporate into the next sprint. It is a process of continual improvement and collaboration. Our design feedback process came out of a desire to incorporate that same level of collaboration and continual improvement into the design phases of a project. After a lot of thinking, and quite a bit of inspiration from a webinar by Dan Mall, we came up with a process that is iterative, but accommodates our clients’ needs. The process isn’t perfect and we are continually working to improve it, but it is a huge improvement from where we were just two years ago. The core principle of our design feedback process is iteration. Though this sounds pretty obvious, it is very different than the traditional design feedback and iteration cycle. In a traditional process you present your work, receive feedback, incorporate that feedback into the design that you had presented, and then re-present your work, around and around until the client decides to approve the design. And though that works quite well for print design, it is counter intuitive to web design, especially when paired with an iterative development process. In our feedback process we often tell our clients to think about moving designs forward. At the start, we present 2 to 4 style tiles to the client. Then, we ask them to choose the “most correct” one to move forward with. The one they chose may not be perfect yet, but through iteration and with the proper input, we move the design closer and closer to that “ideal”. In order to get there, we need that input. We ask our clients to provide feedback on the chosen style tile and the discarded ones. We prompt with questions like “What did you like about this design?”, “What don’t you like about this design?”, and most importantly, “Why?” Our goal is to understand our client’s thoughts and feelings, including what is inspiring them and what is concerning them. We take all that feedback and the selected direction, and begin on the first static comp. We don’t spend our time iterating on the selected style tile. At this point we repeat the process with static comps. The feedback received during the comp phase is worked into the prototype. From there on out, the prototyping process syncs up with the sprint cycle, and feedback on prototypes is defined and prioritized along with the remaining design tasks and incorporated on a sprint by sprint basis. That was a lot of words to describe how we move the design process forward. You might ask, why don’t we work on one deliverable until it is “perfect” or close to perfect? Well there are a few driving factors. First, our process becomes faster and more efficient because we don’t