Iterative design is the process of making small but significant changes to improve your site after its launch. The source of these changes is usually based on feedback from your target audiences and usability studies. As great as it is, it is hard for designers and clients to actually use iterative design as a concept because we tend to be well… perfectionists. Further, we all like to see a “finished” product when it is finished. Even with these drawbacks iterative design has proven to improve your site and some would argue it a necessary concept in design.
Iterative Design can be Difficult to Implement
The perfectionist trait in designers often rears its imperfect head. What will the client and target audience think when they see this rounded-corner box or that dotted line? How will they respond to red? We as designers want it to be right on our first try. The truth is you aren’t going to get it right the first try every time. And that’s okay.
Clients may also expect perfection. After all, they are paying you for your professional services. A finished project should only need to be “finished” once. The key term is expectation. Make sure to set the expectation of iterative design up front so your team and client will know that sites and interactivity take time to get right.
How to Iterate
After you have released your design, you need to measure your results. Feedback tools do just that, and can take on many forms: an actual form, a simple link on your contact page, or any page for that matter. There are also sophisticated feedback tools found on sites like Adobe. Choose a way to display your feedback tool, with the idea of gathering real feedback from real users. You can cater your feedback tools to ask general questions on layout, or more specific details like color or shape. It really is up to you and the level of detail you and your clients wish to iterate to. Feedback should come in, but do not act on anything quite yet. Strive for iterative design, not reactive design.
Usability studies are another great way to gather feedback on your sites. These are usually done by comparing your site to existing design patterns that been proven to work for other sites. Although this feedback is also very valuable, hold off on making any reactive changes. A good strategy first requires you to organize your feedback – must-haves and nice-to-haves is a good start. Cut and paste those nice-to-haves into a new file and save it for later. Pick your top must-have, redesign, and release. Now, start that process over again.
Benefits of Iterative Design
Even with the challenges that come with iterative design, it is a rewarding concept to implement. It will help you understand your team, your clients, and your target audiences better. Iterative design will help you form a lasting partnership with your clients. It helps you all feel like you are on the same team, striving for the same goal – that perfect website. Iterative design will improve the quality of your site… one step at a time.
Conclusion
Why not give iterative design a shot? Try to have fun with it, and don’t expect perfection right out of the gates. Once you’ve let go of getting it right the first time, you, your team, and your clients may feel better about taking chances, and end up with results that go beyond your initial site goals and business objectives. The beauty not only will lie in your design, but in your relationships, and your process.
Do you have any experiences with iterative design? How did you approach the subject? And how did your site fare? I would love to hear about it.
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