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The power of design iteration

Writer's picture: Zeba DalalZeba Dalal

Updated: Oct 30, 2024



Design is a powerful tool for communication and design thinking is an extension of the approach that designers adapt while finding ways to express and resolve a problem. Design thinking is result-oriented and is therefore based on continuous improvement. Design thinkers are always looking for ways to improve on the current design approach and this is where an iterative design process comes in handy.



Iteration forms an extremely essential part of design thinking and is the name given to the process of incorporating continuous improvement in the final design or finished product. The process involves creating a prototype and testing it among a small group of people, only to tweak the design according to the feedback received for the prototype.


When do I use Iterative Design?

The process incorporated in designing elements needs to be updated at regular time intervals. If a designer has worked on the website for a brand, he will need to make changes depending upon the updates by the brand. For instance, if the brand launches a new collection of products or announces a sale, the necessary information has to be communicated to the visitors and customers for timely updates.


The iterative design makes use of ideation, prototyping, building, and analyzing the proposed solution for continuous improvement. Additionally, the iterative design also helps you to get immediate and reliable feedback from the users in the form of comments and surveys. The current market entirely relies on the judgment and feedback of the customer. Since the concept of iterative design is based on feedback and improvement, brands ensure that their product is tested among the people for which it is designed.


Why does this concept of Iterative Design exist?

One of the primary reasons why the concept of iterative design is incorporated by brands is because it allows designers to catch the bug in the loop much before the prototype turns into a final product. Imagine pulling several all-nighters to design a program that comprises a rundown error. Surely, as a designer, you would not want your effort to go down the drain and in such situations, an iterative process comes to the rescue. Some studies have also proved that iterative design has a direct impact on the satisfaction rate of customers. The more a brand allows customers to be the judge of a situation, the more is the rate of satisfaction among customers.


Benefits of Iterative Design

The iterative design comes in handy for the following reasons-


  1. Immediate feedback from users.

  2. Helps to analyze the ‘where’ of the problem.

  3. 3. Marks red flags for the problem.

  4. An efficient solution as less time is consumed in the paperwork and run of the mill job and more time is spent on creativity.

  5. Allows brands to keep up with the changing consumer demands.

  6. Cost-effective method if the marketing for prototype testing is done appropriately.

  7. An extension of continuous improvement strategy for brands.

  8. Client/Users have their opinions heard.

  9. Designers can get a reliable database of information.


Examples of Iterative Design

Iterative design practically makes up for almost all creative workaround that people see daily. Take the beta programs for applications for instance. Most app developers invite people to try their hands at the beta version of the app. The opinion holders and early adopters are the first to use the app and provide their feedback on usage and experience. Based on this feedback, the app is tweaked and algorithms are also changed to suit the requirement of users.


An example of an iterative process in the real world can be the feedback process followed by a graphic designing agency. The designer creates a design based on the client brief which is then sent to the client for approval. Any changes in the design are incorporated in the existing design.


To sum it up, iterative design is a robust tool that is a must-have for every designer. So, hop on the cycle of prototyping and paddle your way to creativity and success!

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