Improving Design Quality Through Collaboration

At Liip, we believe that by working in small groups, our designers create greater value for our clients. Collaboration enhances creativity, strengthens decisions, and builds resilience into our processes. In facts, regular design critiques are vital to ensuring quality deliveries.

Over the last 18 months, we've evolved our way of working. Inspired by established methods like the W.H.Y. framework, we've refined our approach to match the demands of large, complex projects. Our collaborative design critique approach fosters a culture where psychological safety, mutual respect, and shared knowledge flourish.

More Brains, Stronger Impact

Pairing designers goes beyond a simple 1+1. When two skilled minds work together, they multiply their creative and solution-finding potentials. Duos and trios critically challenge each other, align on goals, and explore diverse perspectives, all without the fear of failure. Think of it like the fabulous and stellar rock duo The White Stripes or over-powered hip-hop iconic production duo Missy Elliott and Timbaland. This type of collaboration brings richer ideas, sharper executions, and more confident decision-making. Working in pairs also addresses a major risk for our clients: the single point of failure. When knowledge, creativity, and decisions are shared, continuity and resilience are naturally strengthened.

Design Critique as a Superpower

Design critique lies at the heart of our practice now. Rather than relying on subjective feedback, our team uses structured critiques that question how designs achieve project goals. The design critique isn't about "good" or "bad", it's about finding the most pertinent path to meet objectives and serve users’ needs.
One framework that inspires our approach is the W.H.Y. method:

  • W: What are the positives and negatives? We assess the design against the intended goals, noting both strengths and areas for improvement.
  • H: Have you considered...? We encourage exploration of alternatives without prescribing fixed solutions.
  • Y: Yes, let's try... We conclude critiques with concrete, actionable ideas to drive the work forward.

By applying the W.H.Y. method consistently, our teams ensure that every piece of feedback helps the design evolve meaningfully.

As one of our designers puts it: “Design is always a dialogue. True innovation doesn’t happen in isolation, it emerges through exchanges, where ideas grow and chances multiply beyond what’s possible alone!” Joël N., Designer at Liip.

Building on this success, we are progressively extending this collaborative approach to our front-end developers. By integrating critique practices across disciplines, we aim to foster an even stronger end-user experience.

Join Forces

Are you ready to see what happens when collaboration multiplies value? Discover how our design team can help you scale your digital products with confidence.