5 Things I Learned from Judging the Best Awards – Digital Category

Judging so many entries also gave me a behind-the-scenes view of what separates the good from the truly award-worthy. Here are five lessons I took away – insights that might help if you’re considering entering next year.

1. The video submission is more valuable than you think

The video component isn’t just a trailer for your work – it’s your chance to highlight exactly what makes your entry special.

As a judge, I was reviewing anywhere between 15 to 40 entries per category. If the video simply replicated what I could already see on a website, it added little value. But a strong video that calls out unique features or innovations ensures they don’t get overlooked.

This is especially important for digital product entries, where onboarding and key interactions can be difficult to experience in a judging session. A well-crafted video can do the heavy lifting by showcasing the product flow clearly and effectively.

2. Keep the written submission focused

In the digital category, judges usually dive straight into the product itself – that’s our natural instinct. So when the written submission is overly long, it can feel overwhelming.

The most effective written submissions are concise, contextual, and purposeful. Use them to:

• Introduce your brand/product (particularly if it may be unfamiliar to the judges).

• Share insights into your audience.

• Highlight executional choices and outcomes.

Results, insights, and clarity of thinking always stand out more than a dense essay. 

3. Small details can make or break it

When aiming for gold or silver, it’s not just about the big ideas – it’s about the whole experience.

For example, a beautifully designed website undermined by clunky, unconsidered contact forms won’t feel like gold. Judges notice these small moments, and they can be the difference between recognition and being overlooked.

4. Push the boundaries of the category

Tools like Shopify have raised the bar in e-commerce by levelling the playing field and providing a familiar user experience. This is great for users – but it also means the baseline expectation is higher than ever.

If you want to stand out, you need to go beyond the standard. Ask: How might users want to shop differently? What fresh interactions or experiences could redefine the category?

Pushing boundaries – not just matching them – is what captures attention.

5. Craft is non-negotiable

Beautiful visuals alone aren’t enough. The execution must be flawless – from performance to accessibility.

It was surprising to see some entries still underperform on mobile, which should be table stakes today. Speed, accessibility, language, and responsiveness – these are all very important. There are many tools out there which make it easy to test and validate quality. If the basics aren’t right, the work won’t shine at its best.

Final thoughts

Judging the Best Awards was a reminder of the high standards and incredible talent in New Zealand’s digital design community. For anyone entering, remember: it’s not just about big ideas. It’s about the craft, the context, the details, and the way you present your story. Those are the things that lift good work into award-winning work.