“Mel, give your feedback…”

In my first few weeks at DODO, this phrase echoed in nearly every work session. I often found myself pausing, wondering where to even begin. It’s easy to notice what’s not working, to see the gaps in a design question, methodology, or prototype, but I struggled with how to ensure my feedback would actually drive improvement—not just point out issues. I wanted to contribute in a way that would push our designs forward, sparking creativity and leading to actionable solutions.

Brainstorming session at DODO

Initially, I tried giving feedback as it came to mind, unfiltered. Yet, I quickly realized this approach sometimes left my teammates uncertain of the next steps. Fortunately, Susan, my boss, who has a wealth of experience in the field of design research, a deep understanding of frameworks and global best practices in HCD, introduced the Sandwich Critique Method. This approach helped me focus on giving balanced feedback: beginning with the positives, addressing areas for improvement, and closing with encouragement. While it helped me become more thoughtful and deliberate in my feedback, I soon noticed another challenge: after we discussed feedback, what happened after? How could we ensure that the valuable insights from each session weren’t lost but rather became steps toward improvement and innovation?

This question drove me to develop a tool that would capture not only what we observed but also what we could act on. That’s how I LIKE – I WONDER – I APPRECIATE was born; a structured, reflective critique tool aimed at transforming feedback into a springboard for informed, actionable, and impactful design decisions.

Why the Right Feedback Structure Matters
In the design world, feedback isn’t just a step in the process; it’s a driving force that fuels innovation, improvement, and user-centered design. But the problem many of us encounter is that while feedback is vital, it often falls short of its purpose. Studies show that more than half of feedback given in professional settings isn’t effectively acted upon, often because it lacks structure, clarity, or the constructive framing needed to inspire change. 

This is where methods like the Sandwich Critique Method come into play. Originating from Management Consultant Mary Kay Ash, the sandwich model is simple but powerful: it opens with positive feedback, places constructive critique in the middle, and closes with another dose of encouragement. It’s a structure that softens critique, making it more palatable and actionable.

As a UX designer and strategist, I’ve worked within and observed the limitations of standard feedback models. They sometimes lack the depth or curiosity necessary for true collaboration in design. To address this, I’ve developed a critiquing tool that builds on the sandwich principle while adding a forward-thinking, exploratory lens for action afterward. This framework fosters feedback that is not only actionable but also promotes creativity, teamwork, and continuous improvement.

Design Critique Tool. © 2024. Melvina Okechukwu | DODO Design Africa

Who Can Use This Tool?

This critique tool is designed to be versatile, and applicable to various professional contexts where structured feedback is essential. Here’s how it can serve different teams:

• Design Teams: Elevate product design through meaningful critique that nurtures creativity and innovation.

• UX Researchers: Frame research findings in ways that are insightful, actionable, and motivating for the team.

• Product Teams: Create an environment where feedback leads to practical improvements and strategic enhancements.

• Cross-Functional Teams: Bring a structured, constructive approach to feedback that ensures all voices are heard and valued.

Create a space where ideas evolve naturally, collaboration thrives, and every critique becomes an opportunity to build something better together using this critique tool.