What I worked on:
User Flow Journey
User testing
Visual Design

What I worked on:
User Flow Journey
User testing
Visual Design

FeedBack App

FeedBack Application is a concept I’ve worked on sparked from my own problems and frustrations as a freelance graphic designer.

I applied the design thinking process and through the course of diverging and converging, I developed an application that offers something different to what’s currently available on the market.


I’m often faced with a lot of day-to-day tasks such as invoicing clients, chasing clients for design feedback, managing client expectations and following up on unpaid invoices! To ensure I wasn’t the only designer facing these frustrations I interviewed 5 graphic designers and asked them what they found most frustrating when working with clients. Here are the responses I received:

“Clients don’t pay on time”

“Clients don’t pay on time”

“I feel like I’m always chasing clients for feedback”

“I feel like I’m always chasing clients for feedback”

“My clients always expect a quick turnaround” 

“My clients always expect a quick turnaround” 

“Clients don’t want to pay premium prices for my design services”

“Clients don’t want to pay premium prices for my design services”

After reviewing the interview results, I decided to focus on helping designers find a way to ensure they receive feedback from clients on time during the concept stage so they can stick to the project timeline. 

The problem 

How might we as designers receive consolidated feedback from clients on time? 



I chose to interview 5 graphics designers. Here are the insights I gained after card sorting:



I chose to interview 5 graphics designers. Here are the insights I gained after card sorting:

Email and phone are their main form of communication with their clients

They like it when their clients can give consolidated feedback

When they don’t receive feedback it leaves them feeling frustrated and less important 

Most of the designers received feedback from clients on time

Competitor Analysis

Adobe Acrobat

Screen Shot 2019-10-24 at 4.32.23 pm

Adobe Acrobat is a software program which creates PDF and other file types. Users share PDFs for viewing, reviewing, signing, and tracks activity too.

Google Docs, Google Sheets, Google Slides 


Google’s cloud-based platforms Docs, Sheets and Slides allow users to collaborate and edit in real-time as well as leave comments.

Competitor Analysis Summary

Although, Adobe Acrobat and Google allow for collaboration and feedback from all parties involved they all happen inside their own native entities. They also serve a wider target audience and may not necessarily be suitable for creatives.

User personas 

Who is affected by this problem? 

Sara Profile

Sara's frustrations are: 

  • Her clients send her lots of emails because they keep changing their minds. 


  • A freelance designer

  • She works in a co-working space

  • She constantly checks her email for client feedback 

Sara needs: 
  • Fewer interruptions, so she can design. 
  • To be paid!
Dave Profile
  • Works for a small agency
  • Design director
  • Manages 2 x graphic designers
  • Manages clients
  • Manages timelines 

His frustrations are: 

  • Chasing clients for feedback

  • Consolidating feedback to give to his designers, so they can design

His needs are: 

  • To ensure all communication is clear between all parties. 

  • To meet the clients’ deadlines. 


Equipped with the knowledge gained from the research I had conducted and having developed the personas Sara and David, I then began ideating. Knowing my users all use email to communicate with their clients it was obvious to focus on creating an online application solution.



I identified features the user would need:

  • Register 

  • Send 

  • The ability to upload artwork

  • Leave a voice recording – This feature is unique as currently no competitor currently has this. It also means, if the designer or client is time-poor they do not need to arrange a phone call.

  • They can leave feedback directly on the artwork.

  • Leave a comment 

  • To schedule a reminder

  • To have notifications

  • Preview

Minimal Viable Product  

Identifying the MVP to take to prototype is essential as I wanted to quickly test and learn from the results. I prioritised features based on users primary needs and features that would give them a surprise and delight with using the product.

User features: 

  • User to upload artwork
  • User to leave a comment
  • User to record a message

Recipient features: 

  • The recipient to receive the artwork

  • The recipient to read the comment and reply

  • The recipient to listen to the voice message and reply

Plotting the user flow journey 

User Flow Journey

Developing the wireframe  

FB Wireframe 2

Wireframe feedback

  • Upload artwork button wasn’t obvious.

  • Undo button was unnecessary.

Visual language 

FB-Visual language – Full 1460×842

Prototype 1

191029_FB – Prototype 1A v2
191029_FB – Prototype 1B v2

User testing results: 

  • Users struggled to upload the artwork onto the application. 
  • Users easily knew to use the menu to add a comment, recording or an image but however, wouldn't know to click on the artwork to continue the action. 
  • Users suggested the app have the ability to have multiple pages.

Prototype 2 – Further refinement

191029_FB – Prototype 2A
191029_FB – Prototype 2B

Next steps;

  • Research to focus on understanding the client’s needs and what will motivate them to provide feedback to their designers.
  • Prototyping client side.
  • Prototyping a mobile version.
  • Adding more features.

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© Copyright Alice Lo