In our fast paced world of digital products and interactive media, the design is rarely something that is done in one shot. Instead, the design process includes multiple cycles of testing, feedback, and refinement. This is what is known as iterative design. With iterative design, you are ensuring that the product is always being improved based on real user interactions rather than the design team guessing what they think is best.

What is Iterative Design?

According to Geeksforgeeks.org, iterative design is a cyclical process where designers test, analyze, and refine a product. Rather than following a linear design method, iterative design repeats the process of testing and refinement until the product meets the users needs. Iterative design ensures that quality and user-friendly products are being created. It is used frequently both user experience and user interface design.

Why Does Iterative Design Matter?

Iterative design is important for many reasons when designing user-friendly products. Some reasons why it’s important inlcude:

1. Reduced Risk: Designers can catch any issues early and before they become expensive problems.
2. Enhanced User Experience: By getting continuous feedback, designers can iterate the product based on real-world user behaviors.
3. Encouragement of Flexibility: Due to the cyclical process, iterative design accommodates changes in user needs, technology, and goals.
4. Promotion of Innovation: Designing and experimenting with different versions allows for solutions that may have not been thought of in the initial design phase.

How Does Iterative Design Work?

The steps of the iterative design process typically include:

1. Prototype: A rough version of the product is created – usually in the form of a wireframe, mockup, or interactive prototype.
2. Test: Feedback is gathered through different tests such as, usability testing or a/b testing.
3. Analyze: Results are looked at and issues, patterns, and areas of improvement are identified.
4. Refine: Changes are made to the design based on the testing results.
5. Repeat: The cycle is repeated until the design meets usability goals.

Examples of Iterative Design

Many products we use on a daily basis are created using an iterative design process. The most well-known example is Google Search. Google is constantly updating and changing their search algorithms and interface based on their user testing. Another example of great iterative design is Airbnb. They use their continuous user testing to optimize their homepage and booking experience which leads to high rates of user satisfaction.

Challenges of Iterative Design

Iterative design has many benefits which is why it’s so widely used, however according to the Nielsen Norman Group, there are a few limitations. The most common is that it encourages “hill climbing”. This means that the focus limits us to improving one solution. If you start with the wrong intention, then you won’t end up where you want to be.

Iterative Design for Better Experiences

Using an approach like iterative design, you will develop better, user-friendly designs that are continuously improving. It may require more time and effort, but the long-term benefits to your product will vastly improve user satisfaction.