It can be difficult to hear, and more importantly, listen to criticism of your website, business, product or service. Having people from the outside telling you that parts of your website don’t work, or that improvements are needed to how you conduct business can be a painful process. This is especially true for small businesses where one person has spent a lot of time transforming their vision into reality.
In certain areas, for example academic research, constructive criticism through the reviews of others working in the same area is how work is evaluated. Doing so allows those involved to improve their work based on the input of fresh ideas and perspectives. Weaknesses are identified, and in doing so, those producing the work (and those using it afterward) benefit.
I am often involved in offering advice on the redesign of existing websites. In such cases, and particularly when the site or content has been developed in-house, there can be the reaction like that you would expect if (not when!) you were to tell someone they have an ugly baby. Immediately adopting a defensive position in such cases is not always the most productive approach (when talking about websites, not babies, in which case it may be justified!).
Feedback is a good thing – use it wisely
It can often be difficult to get honest feedback on your website, or any aspect of your business for that matter. In cases where it is offered, it is often worthwhile to consider it. This is particularly true when it is unbiased or unsolicited, for example, through feedback from customers, discussion on unrelated websites (for example, message boards, etc.). There are numerous examples of discussion forums frequented by designers & developers (for example, in Ireland Creative Ireland, Irish Webmaster Forum). These forums provide access to experienced professionals who freely offer their time and opinions on new websites. Such objective feedback can often appear to be harsh, but it is rarely wantonly so. Taking such opinions on board can allow subtle changes to new sites leading to their improvement before a wider public launch.
Look at feedback objectively
Looking at the feedback you get objectively, and not taking it personally, are important steps in keeping your sanity. While a lot of time, money and effort may have been spent before you get suggestions, even small changes may be beneficial.
In situations where you are using external consultants, designers or developers, taking on board their opinions is important. While you understand your business in more depth than they will, they should understand their business better than you do. That is not to say that all advice should be followed without question, there should be a reason, and a business case, for all suggestions. In such situations, it is far worse to get no opinion than one with which you disagree. By looking objectively at the alternatives, you will be in a better position to make an informed decision.
Evaluate the Source – Wisdom of crowds?
While feedback can be found from many sources evaluating those providing it is important. The “wisdom of crowds” or “crowdsourcing” has gained traction in recent times with the emergence of Web 2.0 technologies. The idea behind this is that leveraging the knowledge of large numbers of people will provide more useful information than a small number of consultants. While this may be true, and in many cases extremely useful, realising that not everyone is an expert should be considered.
Lessons
The availability of feedback on new web design and development projects can be of huge benefit to both small and large businesses. By welcoming a fresh perspective improvements can be achieved before a wider public release of any site. In accepting feedback it is important however, to look at the feedback objectively and to evaluate the source before accepting suggestions at face-value. It may just help your baby grow into something more beautiful!
