Welcome to VIA Studio’s Super Bowl 2021 Commercials Slack Thread. The following transcripts come from our company Slack channel. The transcript below has been lightly edited.

 @here hey everyone! the game starts in about 40 minutes. Just a reminder of how this will work. I will be posting links to the commercials as they air, comments specific to a commercial please leave in a thread under the video. If you have any sort of more general observations or comments feel free to post them here in the channel. At the end of the game I will ask for favorites and final thoughts. I look forward to it!

Any predictions tonight? Not sporting but ad-wise? Things we will see / won't see, etc?

 The ads are going to act like covid doesn't exist but will talk about how last year sucked

I tend to think they'll be aware of COVID - the McDs ad showed a worker with a mask behind a screen. But also I think they'll focus more on the future. Thinking back to 201? when Eminem showed up in a Chrysler ad

 "Imported from Detroit" I believe was the ad!

 I wonder what percentage of Super Bowl viewers are able to recognize Lil Baby on his own?

 More that I would wager, I'd say probably closer to ~ 33%

 So… the concept of Lil Baby as a “rockstar” spurred an interesting thought in me. For years (until the last decade) the Superbowl was essentially the “all American” (read: white) playground where they predominantly had acts like U2, The Rolling Stones The Who (remember that?). And here we have Lil Baby kicking off the Superbowl with The Weeknd at halftime. Not saying the NFL has had a true awakening, but the Superbowl and the NFL now isn’t what it was - and that’s a good thing. Big part of the reason that the NFL is essentially “Americas Pasttime” now, I think.

 Can we talk about the Superbowl logo for a sec? This is Superbowl 55 right?

Yeah that logo says 54. Sam pointed this out to me. L I V = 54

 I'm sticking with my take on the Superbowl logo.

 My mom and I just had the same conversation. It looks like 54...


 SNL last night, Super Bowl ad today... Dan Levy is so hot right now.

 Also - can we talk about the lowkey yet consistent laughs about the fact that we murder-eat M&Ms. That’s 

 A move they've been sneakily doing for years too


 All these streaming apps... where does it end?


Sesame Street and Hamilton’s Daveed Diggs? I’m buying that like GameSpot. Culturally and thematically relevant people, concept and ideas. Feels right, just like Sesame Street. Maybe too right for Superbowl?

 I actually liked that one. Having fun with the whole 2D v 3D idea. Fun payoff getting stuck in the vending machine. PLus its matthew mcconaughey

The inside of McConaughey's Lincoln must be a sight between the Doritos and Bourbon

 That had a lot of stuff that made me happy but now after the fact I feel weird and am wondering what the cost of it was.
So: perfectly on brand and a perfect metaphor for Doritos

 I guess now that the USA is the underdog we can “punch up” on Norway, huh? This is actually big news, and I appreciate they are giving air to it because GM going electric will have a big impact on others. Though… let’s not forget that GM fought against this for years. Charitably, this is a nice about-face.

 The followed it up with an electric Cadillac ad too

 Still not into buying a Big 3 car. Their interiors are just SO BAD. A UX nightmare.


 Been a while since we had an Avengers movie I guess. Typical Bud Light commercial, fun and purely awareness... like they need it

Chipotle | Can a Burrito Change the World?

 Good job on being eco-friendly Chipotle, but there’s no way that kid can eat that entire burrito...

 Good job presenting brand values clearly and unambiguously though

I heard transportation and immediately thought about Pete Buttigieg. I'm sure he's stoked.

 It definitely hits all the “feel good” performance notes you expect from a Superbowl “responsibility” ad… water, solar… and then “make farmers happier?”

Dexcom | Official Big Game Commercial 2021 with Nick Jonas

Delightfully subversive in the middle of all of the self-driving car ads. Definite “

” energy and I’m here for that, now and forever.

 Appropriate commercial for a job recruiting site given the current economic outlook. Soft touch and showed the power the platform has in changing users' lives.

Mountain Dew | “MTN DEW MAJOR MELON Bottle Count” w/ John Cena

 I thought this was pretty clever. It’s definitely going to blow up their Twitter and likely have longer legs than most ads.

 That seems like the real play now... Something that will stay in people's timelines.


 As much as I dislike the new Jake from State Farm and Drake, I did like that spot

 A-List celebs can still make a so-so concept work

 There’s always at least one Super Bowl ad that forgoes originality or story telling believing that jamming as many recognizable faces into one ad is the right strategy.

 They did get right to a real thing, which is many people saw more of their backyard this year than ever before.


 Quintessential "American made" and "I love my employer" spot we get each year


Anyone who's a notable absence so far @Nick? I'm not seeing the social media / startup world...

Spoiler Warning: I'm waiting for this Robin Hood spot to air (Editor's Note: It didn't)

 Toyota stays going for the emotional home run commercial each year

Also just a great concept! The Olympics are an easy sell but to pair it with that *chef's kiss*

TurboTax | Spreading Tax Expertise Across The Land

 Tax ads at the Super Bowl are the saltine crackers of ads. On their own they are forgettable, but if you don’t have them with the chili… it’s not right.

Marketing

Culture

VIA STUDIO SUPER BOWL 2021 COMMERCIALS SLACK THREAD

Keeping up-to-date with the platforms and tools available for social media management is critically important. Even if we don’t necessarily end up changing the tool that we use or would recommend to a client, just knowing what other options or functionality is out there opens our perspective. From time to time we do a deep dive and a comparison, and share it with our clients.

Spring 2020 Social Media Management Platform Review

Who doesn’t love a good ol’ product shootout? This quick review is intended for brands and organizations that need to be active on various social media platforms and need a one-stop platform that allows them to create, engage and report on these platforms.

These requirements are focused on small- to medium- businesses and brands that want to have a robust, thoughtful, nuanced, but economical way to manage their social media with a small team or even one person. This is NOT for super-large teams or organizations looking to hook into BIG DATA. Here’s the basic requirements:

Multiple social media platforms managed in one tool (including LinkedIn!)

Analytics and reporting (Historical, Comparison, Overall / “Grouped” reports)

The social media management game has largely stabilized over the years, but as those platforms mature, more social platforms appear and marketing becomes more sophisticated, there is plenty of room for new tools and approaches.

We reviewed the following five major players in the social media management realm. They largely fit most of the requirements above, to vary levels of detail and quality:

Hootsuite is the long-standing champ of social media management, and boasts a robust set of features and plugins, at a relatively low cost. It’s “feed view” is very helpful for those that need to keep an eye on multiple social feeds. It’s downside is that it has so many bells and whistles that it can be a little hard to use. It approaches a “super user” tool in that way.

Price: $29/mo, billed yearly Multiple Social Platforms: Yes, 10 Profiles, 1 User Analytics & Reporting: Yes Response Management: Yes Paid Social Reporting: Yes Content Calendaring: Yes Approval Process: No Google My Business: Maybe (plugin)

Full disclosure: we use Sprout Social at VIA Studio. It is very similar to Hootsuite in its offerings, but doesn’t offer the “feed view” or as in-depth reporting, but it is very easy to use, and offers the ability to easily group profiles. One of its downsides is that once you go past the 10 Profile limit, you must pay $15/mo per profile.

Price: $149/mo (per user, "PRO" level) Multiple Social Platforms: Yes, 10 Profiles, 1 User Analytics & Reporting: Yes Response Management: Yes Paid Social Reporting: Yes Content Calendaring: Yes Approval Process: Yes (at PRO level) Google My Business: Yes

https://sproutsocial.com/pricing/plan-details/

HeyOrca is predominantly a Content Calendaring tool, and it is likely heads and tails above the others in this list in that regard. Content calendaring tools often fail to effectively visualize a calendar for all its users, but HeyOrca appears to shine in that regard. It does not, however, offer response management or any sort of paid social support, which make it’s appeal limited to the audience we are talking in this article. Finally – it’s reporting is limited.

Price: $99/mo Multiple Social Platforms: Yes, 10 Profiles, Unlimited Users Analytics & Reporting: Yes (Basic, Limited, No Group Reports) Response Management: NO Paid Social Reporting: NO Content Calendaring: Yes Approval Process: Yes Google My Business: Yes

Loomly … similar to but cheaper than HeyOrca, in all aspects. While they do offer Response Management, the overall functionality and user experience left me a bit wanting better out of this relatively new content calendaring-focused option. Granted, I have not spent a lot of time with Loomly – but I would say they need to up their game there to be competitive. That said – their lower monthly rate, higher number of profiles and users is VERY attractive for smaller teams and agencies.

Price: $57/mo ("Standard") Multiple Social Platforms: Yes, 20 Profiles, 6 User Analytics & Reporting: Yes Response Management: Yes Paid Social Reporting: NO Content Calendaring: Yes Approval Process: Yes Google My Business: Yes

Mailchimp has rolled out some interesting new features in the past year – customer relationship management (CRM) and now… social media publishing tools as well. But, in true Mailchimp fashion, they did it their own way and really folded it into the overall slightly off-kilter, “publishing-centric” world of Mailchimp. They don’t really draw a hard distinction between email and social in any of the features they offer – so from the perspective of a professional who’s used other “super user” tools in the past, Mailchimp’s social media tool and how it’s integrated is a bit confusing. BUT from the perspective of a long-time Mailchimp user this approach and the limited featureset makes perfect sense. It’s a natural growth of their unique approach to marketing.

That said – it’s a hard pass for us as an agency, because their reporting is terribly limited, and they don’t offer response management.

Price: $49/mo ("Standard" with 2,500 contacts) Multiple Social Platforms: Yes, Facebook, Instagram, Twitter Analytics & Reporting: Yes (Limited) Response Management: NO Paid Social Reporting: Kind of (You can place ads through them) Content Calendaring: Yes Approval Process: No Google My Business: No

https://mailchimp.com/pricing/calculator/standard/?currency=USD

Overall, Hootsuite offers the best mix of features for the requirements listed above, and the best set of optional plugins, all for the best price in the market.

Sprout Social is a close second, but it’s higher cost, lack of extensibility and lower quality reporting make it a rung down.

Mailchimp does a lot of useful stuff, and does it alongside its wildly popular email tool – but there are some glaring omissions, like the ability to respond to comments all in one place, and lack of support for platforms like LinkedIn, etc. 

, if you are a small business that doesn’t mind managing your engagements from platform-to-platform, Mailchimp might work for you.

Loomly and HeyOrca are distant third for these requirements, but if you are looking for “Content Calendar Management” they might be a great fit, as that appears to be their primary focus.

Recently VIA Studio launched our first streaming audio campaign for the Jewish Community Center of Louisville on Spotify. The process of setting up and launching this campaign could not have been any easier. In this blog post I hope to share some of my learnings and insights to empower anyone to give advertising on Spotify a shot.

Spotify offers a low campaign minimum budget and an array of targeting options all provided within an easy-to-use dashboard. An additional benefit that made a first run/trial of the platform an easy decision was that the platform can produce the audio asset for free!

However, one of the first things to note about advertising on Spotify, or really any sort of streaming audio/video platform(s) is that this tactic should not be used on its own if your intention is conversions. Streaming audio/video typically represents an awareness play given the nature of the platforms and how the users interact with them. Users are less likely to click through on an ad while listening to music in their car or unwinding in the evening with their connected TV (CTV) device like a Roku, Apple TV or Amazon Firestick. In the case of our Spotify ad, we had other, more direct conversion tactics running in conjunction with it including Facebook and Google display ads and paid search.

However, if your ad is engaging they are likely to remember your brand and what you are offering. With that in mind, the goal of our campaign was to raise awareness not just for the Jewish Community Center of Louisville but also for the fall membership the ad was promoting.

All that is required to set up an account on Spotify Ad Studio is a Spotify account, free or premium. The Spotify account is what is used to login and manage the Spotify Ad Studio account.

Once an account is set up, you are ready to begin planning your first campaign. In your Spotify Ad Studio account dashboard simply select “Create Ad.” The first step to setting up your campaign are selecting what you are promoting. Options for this step include “Music-related” which is used to promote an artist/band’s music, concerts or merchandise on the platform or “Non-music related” which is used for a brands, products, or organizations. Followed by naming your ad/campaign.

Once setup is complete, it is time to determine your budget/schedule and who you want to reach. First select a start and end date for your campaign and input your budget. Your budget will be evenly distributed between start and end dates. A minimum budget of $250 is required to run a campaign.

Next, you will need to set your targeting. The first aspect of targeting on spotify is geographic. You must first select a country and then locations within your selected country. Locations can be as large as the entire county selected DMAs or cities or you can target down to specific ZIP codes, which can be imported in bulk.

Once your geographic targeting is in place, it is time to select your demographic targeting options. These include age (13 – 65+), gender (male, female or all) and device type (iOS operating systems, Android operating systems, desktops or all).

The last set of targeting options are interest-based. They include interests, real-time contexts, and genres:

Interests are determined by a Spotify user’s recent podcast and playlist listening, as well as streaming platform. 18 interest options are provided to mix and match and they include topics like comedy, fitness, travel and tech.

Real-time contexts target people in specific moments, as indicated by the playlist they’re currently listening to. 10 real-time contexts options as provided including cooking study and workout.

Genres selections target people based on the genre of the song they heard immediately before hearing your ad. There are 26 genres to choose from.

You can also decide not to use any targeting options by selecting, “No additional targeting.” This will maximize your ad’s reach but could result in wasted impressions on users who aren’t interested in your product or service.

Don’t worry about being unsure of how your budget and targeting selections will impact your campaign’s reach. A status indicator exists on the right hand side of the screen that updates with each selection you make. This indicator provides estimates for cost per ad served, budget delivery likelihood (how suited your budget is to your audience), estimated ads served and your estimated reach. The budget & targeting options can be changed/updated to maximize your ads effectiveness for any of the metrics indicated on the screen.

One of the most appealing aspects of Spotify Ad Studio is that Spotify can create an audio file for your ad for free. In the Creative step of campaign set up, users have an option to upload their own creative or request voiceover. While uploading your own audio file provides greater creative control, many users either don’t have the capability to produce an audio file for their ad or would rather use their budget for the campaign itself.

Users who choose to upload their own audio files can reference 

This article however will instead focus on the process of requesting a voice over from Spotify. However, the first steps in the creative process are to provide an image to associate with your audio ad. This image must be 640x640px and only JPEGs or PNGs are supported. This image will show where a song or podcast episode’s cover art would be displayed. Additionally, a user must provide a click through URL for their ad. It is best practice to include not just the landing page’s link but also a UTM that will enable your analytics platform to properly attribute traffic from your Spotify ad.

Once you have provided an image and landing page URL for your ad you are ready to provide direction for the generation of your audio file. The first step of this process is to upload you audio script. Your ad script must be 70 words or less and be presented exactly as it should be read by the voice actor in the language you requested. A few quick tips for your script ad copy include:

Start the ad with your organization and offer

Provide benefits about you product/service

End with a clear, easy call to action like “our store is located at…” or “visit our website atâ¦”

For the URL in our ad, we provided a vanity URL that would be easier for listeners to remember and enter later. The vanity URL redirected to our landing page and had a unique UTM so we can track website users visiting the site from the URL read in the audio ad. This UTM was different than the UTM used as a click through but both used the same campaign value so we could track the total amount of traffic coming from the campaign but also how users were accessing the page. Did they click through via their app or enter via the vanity URL read in our ad?

Next you can provide direction for the voice actor in a subsequent text field. Instructions can include proper pronunciations, where to put emphasis and tone or emotion.

Following the “Instructions for the voice actor” are 2 dropdowns that help Spotify select the voice actor. The first is the language and dialect (for example “English – North America” v. “English – England”). The second is the voice profile. There are 10 options including age & gender specifics:

Lastly, Spotify will ask you to choose or upload your background track. A background track is not required to run an ad. However it is a good idea to find a background track that matches the tone and energy of your product or service. Spotify offers over 25 free, unlicensed tracks for ad creations in genres like acoustic/folk, electronic, pop, hip-hop and rock. If you chose to upload your own track be sure to confirm that it is license free or that you have permission to use it.

One issue I encountered was that there is no way to share music provided via Spotify so client approval of the music had to come in person.

Once the creative options are set you can submit your campaign and audio request to Spotify. Spotify will generate the audio ad asset and have it available for review within 24 hours. In my experience however, Spotify got the ad back to us for review even sooner. Once the ad is available for review users can approve or make revision requests. If revisions are needed, they are made within another 24 hours.

Once your campaign is launched, Spotify Ad Studio offers standard reporting on the campaigns performance including impressions, reach, frequency, clicks and CTR and amount spent.

Following the launch of your campaign you will begin to see results in real time. Spotify campaign reporting will also give qualitative data on campaign performance including audience demographics (age & gender) as well as what genres and platforms your ads are being heard on.

Over the course of our month long campaign, 13,251 impressions and a reach of 8,713 were recorded for a 1.52 frequency. The campaign recorded 27 clicks from the ad within the platform and 2 additional visits from the vanity URL provided in the ad’s script. Most importantly, the campaign helped drive a significant increase in membership inquiries, particularly during the last 2 days when the Fall Promotion was coming to a close.

Overall the Spotify Ad Studio offers a cost-effective opportunity to reach users in a format that lends itself to raising awareness for your brand, product/service or promotion. Additionally, given low budget requirements and the option for free creative, it presents an easy entry ramp to test streaming platforms for your next campaign.

As an added bonus here is my Spotify workout playlist:

Strategy

Spotify - A Low Barrier Option for Entry into Streaming Ads

Working with emails is like traveling back in time to when Internet Explorer had the majority market share and tables were still popular for layouts. Unfortunately, email clients are stuck in this time frame (looking at you Outlook) and when developing emails you have to throw out a lot of modern techniques.

Two issues I discovered when working with emails are background images and image width.

Every major email client except Outlook supports background images. However, the great folks over at Campaign Monitor found a way to make background images happen in Outlook and thus created 

. This approach uses a VML element wrapped in an IE conditional. From there, you have your content either wrapped in a table or div.

In cases where the background VML is applied to a single cell, Outlook will create a gap (empty paragraph) at the end of the VML. To prevent this ruining your layout, wrap the parent container of the VML with line-height and font-size both set to 0.

Outlook does not respect an image’s width unless you add a width attribute with the set width without a unit declared (so no px).

 for any questions if you can achieve something in an email.

Development

Fixing Two Basic Email Quirks

You’ve probably noticed a sudden proliferation of your friends on Facebook asking for donations for their birthday recently on Facebook. But underneath that is a major new feature for any non-profit that has a presence on Facebook (I assume that’s all of them!).

 – and we’ve just recently set this up for our friends at 

 Do With Facebook Donations … but there are workarounds.

It’s pretty simple, really – Facebook users can donate money using a credit card on the desktop in or in the Facebook mobile app, and it goes directly into the account you specify when you sign up – and Facebook takes ZERO fees.

Like any non-profit verification process, you’ll need to provide proof of your status, etc. This is 

what Facebook says you need to get access to these Charitable Giving tool

Be a 501(c)(3) organization registered with the IRS.

Have a bank account registered with a licensed financial services institution. Bank account details, including the bank name, bank account holder’s name (organization’s name), and a legible and official bank letter or statement dated within the last 3 months.

The date of birth and address of the charity’s CEO or executive director.

Add a Donate Button to your Facebook Page

The most noticeable thing is that you can add a “Donate” button to your Facebook page, like so:

Similar to those birthday fundraisers, anyone on Facebook can now fundraise for you. On your page, you will now see a “Fundraisers” option. You can share this link with any Facebook member, and they can start a fundraising drive for your organization.

The donation creation form looks a little something like this:

Another hidden gem is that anyone can add a DONATE button to one of their posts, just by choosing “Supporting…” from the “Feeling/Activity” button:

They’ll be asked if they’d like to “Add a Donate Button”, like this:

And it will eventually appear like so in their Facebook Feed:

What You CAN’T Do With Facebook Charitable Giving Tools (But There Are Workarounds):

You Can’t Create Ads That Drive People to Donate (on Facebook)

Nope, can’t do it. However, if you’ve created Facebook ads before, you’ve likely see the “Donate Now” call-to-action button for ads. 

 button is actually for offsite donations, and it works like so:

But, You Can Create Ads for Offsite Donations

This has nothing to do with Facebook Charitable Giving tools, but does give you a way to ask for donations, if you have a website that is taking donations for you.

This works like any other off-of-Facebook targeted ad, except you should change the call-to-action button to “Donate Now” instead of “Learn More”:

Which will look a little something like this:

Louisville Leopard Percussionists on their website

And, if you’ve never witnessed them before, I suggest this charming video where Ozzy Osbourne and his family are brought to tears at their professionalism and joy while they perform his hit 

Facebook Donations: How to Add Charitable Giving Tools to Your Non-Profit's Facebook Page

, we presented a talk on how we use strategic thinking to craft content for the web. For the Metro communications professionals we spoke with, the challenge is using the sandbox that is 

 to effectively communicate with the people that they serve.

 and I (VIA Studio’s crack “strategy” team) presented how we would implement the principles we use day-in and day-out for our clients to the city’s challenge. The result is 

Our talk, held as a part of a city-wide learning retreat, briefly dives into VIA Studio’s approach for designing content for any client:

VIA Studio Talks: Designing Content for the Web (2MB)

Have a similar problem? Let US listen to YOU.

We would be super happy to talk to you if you are experiencing similar challenges. 

Design

VIA Talks: Designing Content for the Web

Articles, insights, events and announcements from VIA Studio from every discipline we offer. Sharing our knowledge with our community. Sign up for The VIA Monthly email to get a digest in your inbox.

The Journal

As a graphic designer, quite often I’ll have clients ask me to create a “template” to handoff for them to use for various deliverables such as print ads, social posts, etc. While this seems like a simple request, there are complex questions to answer in order to determine if a template is the right fit for a creative piece.

When clients request templates, a big reason is so that they can make changes to the creative internally, saving money and eliminating the back-and-forth requests to an agency. Despite what Oprah says, templates aren’t as simple as they seem and do not work in all cases.

The best case for creating and using a template is when the layout stays exactly the same and copy and images are the only things switching out. Food menus, business cards, and email blasts are great examples of when a template can come in handy and keep your brand consistent.

Keep in mind that content informs the design and layout. If your main message and concept are changing for a specific piece of creative - think social posts or print ads - a template will not be the most effective approach because it will pigeon hole you to one layout that may not work for every message you are trying to communicate.

Other examples of when a template might not be the best idea is when content will change tremendously such as annual reports, newsletters, and presentations. While there are guidelines that can be set to help create these items, a template used outside of a design team and design software would be very time consuming to create and at the end of the day, may not be worth the investment. But don’t worry - we have solutions for both cases because we’d never leave you high and dry.

 - These are great for small scale projects that don’t need a whole lot of editing. For example, business card templates can work well in this format where a few key pieces of information will change, but will not affect the overall layout. The beauty of this method is that designers can create custom documents in any of the Adobe Creative Suite programs and save them out as editable PDFs. The designer can then open the file in Adobe Acrobat and assign text fields that the end user can fill in and change. The end user will just have to purchase Adobe Acrobat Pro to edit and the learning curve there is pretty low. Food menus, name badges, and price tags are all other examples of when this technique can come in handy.

 - VIA has used google slides for templated presentations for ourselves as well as our clients. Where this tool lacks in design capabilities, it makes up for in accessibility and collaboration purposes. It’s best to keep design as simple as possible when setting up templates because the design toolset is very limited compared to professional design software. A designer can take this method a step further by creating custom icons and illustrations in external programs, and saving them in an ‘assets’ folder alongside the actual google slide file. That way, the end user will have a library of custom branded content they can pull into their presentations.

 - InDesign is a part of Adobe Creative Suite and is used widely by designers. It can be a great tool for setting up long form documents. For example, we are currently working on building a custom RFQ (Request For Proposal) document for one of our clients using this program. Why InDesign? InDesign allows you to set paragraph, character, and object styles - leaving no room for guesswork when it comes to creating new pages. You can also assign as many master pages as you’d like, locking certain information in place. This technique only works if the end user has an InDesign license and has a good understanding of how to use the program. This would be the ideal approach for creating items such as annual reports, presentations, and newsletters since it makes changing out large amounts of information easy and consistent.

There is an abundance of drag-and-drop, template based software options accessible to anyone with a computer and an internet connection. Canva is one that I have not personally used, but have heard about from non-designers. This, and others like it, could be an option if you do not have access to or the budget for hiring an agency or freelancer. There are already preset templates to choose from where you just plug in your own content.

To my knowledge, there is no perfect solution for handing off work to be easily edited by someone who does not have access to or knowledge of using design software. However, The beauty of partnering with an agency is that you have the ability to get custom, unique designs created just for your company that will set you apart and completely align to your brand.

Design Templates

Knowing how to deliver feedback constructively in a creative setting takes practice. That practice can be difficult and awkward at times, which is why I’ve carved out some tips on how to make the process go a little smoother. These tips begin with all the members of a critique leaving their egos at the door and being committed to making the work the best it can be.

If you are not in a formal critique atmosphere, always ask if feedback is welcome and needed at this point in the project. Using phrases such as, "Can I give you some feedback?"  "Are you open for feedback?"  "What kind of feedback are you looking for?" is a great way to start the 

This goes without saying, but I see this happen all the time: don’t ask for feedback just to check a box. If you are nearing the end of a project and ask for feedback on something, make sure you have the time,  budget, and motivation to implement the feedback. Dismissing ideas simply because you don’t have the time means you may have missed the boat on asking for feedback in the first place.

2 — Remember That It’s All Subjective

As the person giving feedback, using first-person pronouns (I, me, my) is a great indicator that your feedback is just your opinion. Sentences with “I feel that..” “I think..” “I see…” opens the floor for back and forth discussion, prompting others to engage and speak from their perspective as well.

3 — Nix The Ol' “Compliment Sandwich”

The idea of this is nice and it can be helpful if you are very new to critiques. However, the compliment - critique - compliment technique can come off a bit insincere. Definitely give kudos when you see something you like, just make sure you are being direct and honest with your feedback and are delivering it with respect and care.

If you are the one giving feedback and see an aspect of the work that you are unsure about, always ask the presenter how they got to that point or why they made that decision. Phrases that start like “Tell me more about...” or “What’s your thinking behind…” The answers to these simple questions will give the piece deeper meaning and provide more context around the work as a whole. If you still see room for improvement after you have listened to the explanation, respectfully express your thoughts. Asking questions invites reflection and is vital in sparking new ideas.

5 — Don’t Make Comments Just To Make Comments

In many critique environments where people are going around the table giving feedback, you may feel pressured to comment on the work. If feedback doesn’t immediately pop in your head, don’t feel like you have to come up with something just to make your voice seem valuable. If this is the case, take time to compliment the work and explain what's working for you. 

As much practice giving valuable feedback takes, receiving that feedback takes just as much. Giving context and listing the goals of the project before you begin presenting your work will help give viewers a solid understanding of the project. If you are the one receiving feedback, try your best to separate yourself from your work and not take things personally.

Follow these six easy steps and you are on your way to becoming a master at critique! 


Critique Etiquette

1. Design for your user, not for yourself:

Your user should be your focus at every step of the design process. The most basic principle of interaction design is to meet the user’s needs. What are they looking for? Answer that first. What other products are they familiar with? Learn from those. Are there any common threads or patterns in the products that your users frequent? Borrow. Observe your user’s behavior, analyze existing data, form scenarios and flows and most important of all, test, refine, repeat.

The U in UX does not stand for “you”. At its core, user experience design is about eliminating ego from your process and doing what is best for others. This makes user testing and engagement with your product vital. Put your product in front of an audience, form user interviews, ask questions and don’t be afraid to fail. Your end product will be better for it.

It’s not stealing, just borrowing. When you begin to learn about your user, you will gain insight into what they are used to interacting with. The more familiar your design is to your audience, the faster and easier it will be for them to use. Consistency in UI, user flows, design patterns, even tone and language are all at play here. You don’t always have to reinvent the wheel, just get some new rims.

4. Make it (for lack of a better word) useable

Duh, right? Well... If only everyone followed this rule. Let’s get one thing straight – Accessibility should not compromise design, but rather give you a toolbox of constraints to create a better product for all. We design products for people to use and it’s crucial that said products can be used by as many people as possible. Consider color blindness – don’t use color as a sole means to communicate something, let it be a compliment. Triple check contrast – There are some great tools out there that can help with this 

 is one of them. Create CTA’s that look like buttons and links. Don’t get too crazy (goes back to familiarity). This is just the tip of the iceberg. In general, always try and remove obstacles for your users, design for disabilities and test, test, test. There are tons of plugins and resources out there when it comes to accessibility. Use 'em!

It can be tempting to want to pack everything in one place, but in web design, the focus should always be on the project goals and conversion. Focus on what is important in that journey from start to finish and everything in between. What is going to lead to more user engagement? Reduce any unnecessary operational and cognitive costs for your user and focus on content value.

Knock, knock? Who’s there? It’s familiarity again. UX-focussed copywriting has really taken off as a best practice in the past year. People are busy, and they don’t want to have to strain to understand or use your product. Make the language simple and easy. Use familiar language, figure out what your audience already knows and what they WANT to know. Consider the tone your communication needs to adopt and keep that consistent. Be clear and be concise.

Users crave feedback. If you click something, there needs to be something in return – 

changes color, changes shape, vibrates, morphs. 

Give your use SOMETHING. This helps communicate status, gives a sense of direct manipulation of the product, shows results of an action and increases engagement. Define user-initiated triggers, set rules around these triggers, create feedback – What happens/what does your user see? Create loops and modes that determine meta-rules based on different conditions.

8. Hand over the keys and let them drive:

Remind the user where they are within your product using visual cues, allow them to back-pedal so that they don’t get lost in sub-page land, utilize page templates and component based design principles for repetitive functions and improved efficiencies. All of these things help – and users will have a better experience if you give them control over what they interact with, how they interact with it and where they ultimately go.

It takes a user a half of a second, to evaluate the design of a website, and decide to stick around, or bounce. Make it easy for them to find what they need QUICKLY. Trim content, reuse components and patterns that reduce cognitive spend, allow users to dig deeper if they desire (use CTA’s like “read more”, expandable/collapsible sections, content that can be made discoverable as it is needed, not shown all at once). Learn to listen to your user and do less talking.

So you’ve already cut slim on content, now it’s time to organize that content to create an obvious emphasis. Show the user where their focus should be. High contrast, scaling elements up in size, adding design elements like a drop shadow or stroke. Things like this make the focus, locatable, navigable and easily accessible.

So, that’s it. See? User experience is more than just a business buzzword. It’s what allows you to define customer journeys, it creates an emotional response from your audience and ultimately, it’s what defines a successful product. A positive experience = a happy user. Good design, an effective build, optimized content – None of that matters if your user cannot efficiently interact with your product. Prioritize UX best practices and give yourself the best shot at flipping a site visitor to a loyal customer/consumer.

The Journal

VIA STUDIO SUPER BOWL 2021 COMMERCIALS SLACK THREAD

Marketing

VIA STUDIO SUPER BOWL 2021 COMMERCIALS SLACK THREAD

Strategy

Apple iOS 14 Privacy, Facebook, VIA and You

Design

Critique Etiquette

Development

Building a Wordpress Theme with Timber

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