Vague client feedback, turned into changes a designer can make.

Client feedback on Vidsy videos was often vague and tangled: one comment holding three requests, or a note like “make it funnier”. Each unclear note meant another round with the motion designer. We used AI to break feedback into clear, specific action items, without getting in the way of clients whose feedback was already good.

Role: User flows, high-fidelity design, prototype of the latest iteration
Team: Designer, engineer, project manager
When: Dec 2023 – Jan 2024
Result: Revisions 4.8 → 2.5 per video

01 · The problem

Helping clients and motion designers understand each other.

Deciphering client feedback took time. Comments were vague, entangled and short on specifics, which led to extra touchpoints and revisions.

How might we turn client feedback into clear, concise, actionable items for motion designers?

The review screen before: a TikTok video with a plain Leave feedback box

A comment either passes straight through with Analysis complete, or opens a panel of three identified points with suggested improvements

02 · AI scoring

Not all feedback is created equal.

We needed actionable feedback for designers, but didn’t want to add friction when a comment was already good enough. And some feedback was so ambiguous (“make it funnier”) that any suggestion would be a shot in the dark.

So the AI scores each comment from 1 to 5, and we only step in at 2 or 3: feedback that needs work, but isn’t so vague we can’t suggest a direction.

03 · Keeping clients in control

Encouraging usage without the frustration.

We wanted clients to use the AI so we could watch how it performed and improve it. But adding specificity to ambiguity means guessing, so the suggestions wouldn’t always be right.

I let clients keep their original comment, edit any suggestion directly, or dismiss the ones they didn’t want.

Suggested improvements for one point, with one being edited and a send button beside it

The original comment with the current point highlighted, and carousel dots below the suggestions

04 · Continuity

One comment, several changes, still readable.

Breaking a comment into separate action items made it hard to see how each piece fit the whole, especially when part of it needed no change.

After many variations I landed on highlighting the part being worked on, with a carousel to step through each point in context.

05 · What happened

Fewer rounds, and feedback back sooner.

4.8 → 2.5

Average revisions per video, nearly halved.

~2 days

Sooner that clients returned their feedback.