Improving a design is nearly impossible without getting feedback from others, making design critique an essential part of the process. It’s no surprise that product teams rely on this exercise when creating new products. While the term “critique” might carry a negative connotation for some, the purpose of a design critique isn’t to criticize or make designers feel uncomfortable. Instead, it is about assessing whether the design meets its intended goals, both for the users and the business.
In this article, I’ll share a general 4-step framework I use when conducting a design critique to ensure it’s productive and effective.
1. Product Purpose & Business Goals Alignment
Before analyzing the design itself, it’s crucial to step back and understand the purpose of the product. This step involves gaining clarity on both the user needs and the business goals.
User Needs Start by focusing on the target audience and ask important questions such as:
- Who is the product designed for?
- What specific user problem does the product address?
- What is the core value proposition for users?
- How do users define success with this product?
- What alternatives would users consider if this product wasn’t available?
Business Goals Understanding the business side is just as important. Having a product that users enjoy doesn’t automatically mean it will drive revenue or align with business objectives. To assess this, consider:
- What goals does the business aim to achieve with this product?
- How does this product contribute to the company’s revenue, retention, or other key metrics?
- How does the company measure success (conversion rates, engagement, customer lifetime value)?
- What is the product’s monetization strategy, if applicable?
- Are there specific KPIs or business metrics tied to the product’s performance?
By the end of this step, you should be able to clearly articulate the value that the product brings to both the users and the business.
2. Identify Goal & Define Scope of Critique
Without a defined focus, critiques can easily become unfocused and unproductive. Clarifying the purpose and scope of the critique upfront is essential.
Establish the Critique’s Objective Start by defining the purpose of the critique:
- Why is the critique being conducted?
- What specific part of the product is under review?
- Are we critiquing a specific feature, a user flow, a visual treatment, or the overall user experience?
- Is the goal to improve a particular metric, such as the signup conversion rate?
Clarify Stakeholder Expectations It’s important to understand what the product team intends to do with the feedback:
- Are they seeking validation, ideas for iteration, or suggestions for fundamental changes?
- What is the timeline or urgency for receiving feedback?
Practical Tip One approach I find useful is walking through a task as if I were a user. This helps me immerse myself in the user’s experience and better understand the flow and its nuances.
3. Functional & Visual Language
A critique should focus on whether the design effectively supports its intended goals, rather than personal preferences. After understanding the purpose and scope, it’s time to evaluate the design itself.
I prefer to critique designs based on a concept of language, similar to how we use language to communicate with others. A product communicates with users through its visual and functional design elements, so it’s important to assess the following areas:
Onboarding
- Is the onboarding process intuitive and welcoming for first-time users?
- Are there parts of the onboarding that feel overwhelming or unclear?
- Does the onboarding process quickly communicate the app’s core value?
Navigation
- Can users easily understand where they are within the app?
- Is it easy to move between different sections?
- Are patterns predictable, and are actions easy to find?
- Can users recover from mistakes in navigation?
Visual & Functional Consistency
- Are design elements (fonts, colors, buttons) used consistently throughout the app?
- Are interaction patterns conventional for the platform?
- Does the design rely on a clear component library or design system?
Visual Hierarchy
- Does the design prioritize important information clearly?
- Are users visually drawn to the right elements first?
- Are there competing focal points that make the page confusing?
- Could layout adjustments improve clarity or readability?
Interaction Design
- Are the interactions clear, responsive, and easy to use?
- Do transitions and animations enhance usability?
- Are clickable elements (buttons, links) easy to identify?
- Are microinteractions, such as hover states or loading indicators, helpful?
Error Handling
- Are error messages communicated clearly and in a friendly tone?
- Does the app guide users on how to fix issues?
- Can users easily recover from common errors?
Technical Constraints It’s important to understand the technical limitations that might have influenced the design choices. Ask:
- Were there any technical constraints that impacted this design?
- Did the team work around any limitations?
- What would the design look like if there were no technical restrictions?
- How do the design intentions align with technical feasibility?
Practical Tip When evaluating the product’s functionality and visual language, I recommend using the Pyramid of User Needs. This framework helps assess where a product stands in terms of functionality, usability, and user enjoyment.
- Functional: Does the app work as intended?
- Reliable: Can users trust the app to perform consistently?
- Usable: Is it easy for users to navigate and interact with?
- Pleasurable: Is the app enjoyable to use?
4. Emotional Reactions
Design evokes both rational and emotional responses. When critiquing, it’s essential to balance these reactions. While personal preferences can influence how we feel about certain aspects of a design (such as color choices), it’s important to pause and consider why we feel that way.
In design critique, try to remain objective and focus on how well the design achieves its goals. If you find yourself having a strong emotional reaction to a design element, take a moment to reflect on whether it aligns with the product’s goals, the user needs, and the business objectives before voicing your opinion.