Precise feedback questions for every step of your design process

Manage critique expectations at each project milestone.

We all know that giving and receiving feedback is essential to our growth, but often we lack the tools to receive feedback effectively.

Tom x DALL-E. AI-generated. Prompt: “early sketches of starry night by Van Gogh alongside the final painting.”

Giving and receiving feedback can be difficult, especially if we’re unsure how to proceed. We commonly have strategies for giving feedback, but we often lack the strategy to receive critique effectively.

Ultimately, we blurt out: “What do you think?” or “Do you like it?”. We fail to share precise invitations to feedback, so what we get in return is either too general to be useful or entirely off the mark.

Receiving feedback is just as important as giving it, if not more so. After all, we can only improve our work if we know what aspects of it need improvement. When receiving feedback, we need to be clear and specific about what type of feedback we’re looking for.

In this article, I explore the life cycle of your creative progress and offer practical questions and precise invitations for feedback at each stage.

The 30% Feedback Strategy

These questions are based on the percentage progress through your project. For example, at the beginning of a project, you might ask for general impressions, while near the end, you might want specific suggestions for improvement.

The only thing worse than a bad idea is to isolate an idea from feedback for too long.

This guide is an expansion of The 30% Feedback Strategy. A feedback strategy for the receiver. It signals to the feedback giver your overall progress. Is it 30% complete or 90% complete? In this expanded edition, we look at more project milestones and more example questions.

It is worth noting that I first came across The 30% Feedback Strategy from Jason Freedman’s blog post. I realised how useful it would be for anyone seeking feedback. Jason explains that he learned it from a colleague at 42Floors.

“Next time come to me when you’re only thirty percent done and I’ll give you thirty percent feedback.”

I have broken down the overall progress into six key project milestones, 1%, 30%, 50%, 75%, 90%, and 100%. Looking at the distance between each milestone, there is enough to make progress without falling into a barren Sarlacc pit of critique.

Of course, you have the flexibility to adapt the questions to your needs, and I encourage you to pick and choose the ones that work for you and which milestones are appropriate for your creative work.

1% — Kickoff

Invite feedback on whether the problem is worth solving and if your proposed direction makes sense. At this early stage, it’s helpful to get a general sense of whether your idea has merit. If there ever was a time to kill your darlings, this is it.

Example questions:

Do you think this is a problem worth solving?
How might I be wrong about this problem? What am I missing?
Do you see any potential issues with my intended direction?
I am just getting started with __________. Do you have any resources or advice to share?
I have made 1% progress. Can you see a reason for me to change course?

1% Feedback Characteristics

Highly general comments about the problem or direction.
Helps to identify any potential issues.
Sense checking and hunch clarifying.

30% — Fleshed out

Feedback at this stage focuses on whether your solution is headed in the right direction. At 30% complete, your work is still in flux, and making changes is manageable. You have not fully committed to a path, and although it is more fleshed out, it is still easy to pivot.

Example questions:

This work is 30% complete. Can you see any reason for me to change course?
Does anything about the proposed solution seem out of place or ill-fitting?
The problem I am attempting to resolve is ____________; how well is my idea responding to that?
I can choose between x and y in the next phase of development. Which do you think would be most effective?
Which aspect of my prototype gives you the most clear sense of what I am trying to achieve?

30% Feedback Characteristics

Making decisions on potential design choices.
Considers problem anchoring.
Offers advice about viability and change.

50% — Midpoint

At this stage of the creative process, the number of exit ramps decreases and the work becomes more refined. Your idea is no longer in flux; you have committed to a clear and validated direction. This is a perfect moment to calibrate the scope of your project, identify what is working and how to commit the remaining resources. You might seek feedback about the project's next phase and how to move forward.

Example questions:

We know that x is y, but we haven’t spoken to anyone about x yet?
With 50% still to go in this project, what risks do you see with the current direction of travel?
What is the most important thing for me to focus on in the next phase of this project?
What similar projects does this work remind you of? What lessons made the difference?
As we finalise the details, who do you know with an eye for detailed critique?

50% Feedback Characteristics

Progress and scope check.
Consideration of next steps.
Evaluation of successes and failures.

75% — Almost There

You are almost done with your project! You have made a lot of progress and are close to finishing. This is an excellent chance to revisit early feedback and talk again to those people. You can also ask for help to finalise the project or complete the last phase. Make sure to take a step back and look at your work to see if everything is how you want it.

Example questions:

We still have 25% to go in this project; where should we commit our remaining resources?
Thanks for being willing to share some critique. We are about three-quarters of the way complete; what stands out to you as the most refined or complete?
Our problem was ____________. Can you see how well this work is responding to that?
From the feedback, we changed x, y and z; please look at those three elements again and share your thoughts on the alterations.
I spoke with you when we had just started with this project; now we are 75% of the way into development; how well do you think I have addressed the concerns you raised at the beginning?

75% Feedback Characteristics

Reviews the effective response to early feedback.
Adjusted to match the remaining scope.
Identification of what works.

90% — Tweaks

Now that your project is almost complete invite feedback on any final details and tweaks. This is a necessary time to be clear about the feedback and critique you seek. You do not want to make any significant changes at this stage and risk compromising the quality of your work. Be deliberate and precise in your invitations for minor changes.

Example questions:

This work is nearly complete. Can you please take a final look at any minor changes?
I know one of your strengths is editing. Can you please check the spelling and grammar of this document? I am happy with the structure and content and need a final proofread.
I am nearly finished. Can you please look at the alignment of the elements on this page? Can you please help me to do a final test of the functionality?
I am looking for 90% feedback which means small changes at this late stage. Can you please help me to identify any final details that need to be ironed out?
One of the details I am looking at finalising is ___________. Which do you think is most effective?

90% Feedback Characteristics

Specific requests for final changes.
Invitations to proofread or functionality checks.
Asking for very specific things to avoid significant changes.

100% — Wrapping up

Once your project is complete, you are not only inviting feedback on the outcome, but you can also ask questions to reflect on the creative process. The following questions are a good starting point, but feel free to adapt them to your needs.

Example questions:

Which element of the outcome responds most effectively to the original problem?
How have we solved the problem?
We know from past projects we wanted to improve __________; how do you think we did?
What was the most important lesson from this experience?
Which piece of feedback made the most significant difference?

100% Feedback Characteristics

Evaluation of the outcome.
Reflection on the creative process.
Consideration of adaptations for the next project.

Regarding feedback, it’s essential to be open to critiques and suggestions at any project stage. By being responsive to feedback, you can ensure that your project is on track and meeting the expectations of your stakeholders.

In this article, we looked at six key project milestones, 1%, 30%, 50%, 75%, 90%, and 100% and discussed the characteristics of each. I also provided examples of questions you can ask at each stage to get the most out of your feedback process. You don’t have to use them all, but they provide a good starting point.

So no matter where you are in your project, keep the lines of communication open and use feedback to correct the course.

Here are a couple of key takeaways in conclusion:

⟶ Adjust feedback expectations as a project progresses.

⟶ Be precise and deliberate in your invitations for critique.

⟶ Communicate the most effective type of feedback at different stages of the project.

⟶ Just because someone offers feedback does not mean you must act on it.