Once I have a couple options to choose from, I step away from my work. Depending on the project, usually the client will be sent the four options as well. An important part of being able to critique your own work is to detach yourself from recency bias. This might take the form of going out to a movie, feasting on sushi with friends, or simply getting a full night of sleep. When I’ve successfully distanced myself long enough to stop thinking about the project, I’ll take another look at the four options. Almost certainly, I’ll be able to see things that I overlooked in the prototyping stage and be able know what needs some tweaking.