This paper discusses the impact of a specially developed assessment and feedback system implemented within a second year industrial design module at Coventry University, UK. The "Assessment Buddy" system was developed in response to the need for a successful assessment and feedback method that could cope with the complexities of a creative subject, and also in response to the need to address student dissatisfaction with assessment and feedback as evidenced by the regular UK National Student Survey. The findings from student focus groups and questionnaires show that the system offers the opportunity for a more flexible approach to the assessment of creative subjects and also speaks to best practice as outlined in the NSS Student Charter. At the time of writing the Assessment Buddy system is embedded in the second year assessment procedures for the automotive design course, and is being introduced into Year 3, with plans for Year 4 to follow. (Contains 1 table.)