Using Iteration to Build User-Centric and Functional Products.
Iterative design is the special rudiment to a successful design. Iterative Design has deep historical roots, dating back centuries, as artists tirelessly honed their work and designs through trial and error until they satisfied their customers. However, the formalisation of iterative Design, as we recognise it today, took off in the mid-twentieth century with the emergence of design thinking.
Designing a successful product or service requires a deep understanding of human needs and a willingness to adapt and refine one’s approach. That’s where iterative design comes in— it is not just about accepting mistakes but about taking control and continuously improving.
A designer and IDEO leader, Tim Brown, once said, “Design is an iterative process, and it’s okay to make mistakes. It’s okay to try new things and see what works.”
Design iteration emphasizes continuous feedback loops, which allow designers to test and modify concepts throughout the design process. The coming of digital technologies has improved the process of iterative design with Rapid prototype tools and user testing platforms, making it easier to get feedback and iterate quickly. This lays the foundation for a future where design is an evolving conversation between creators and users.
Understanding Iterative Design
So, what exactly is iterative design?
- It is repeating the design process until user satisfaction is achieved to a certain level before large-scale production. It’s a cyclical process of prototyping, testing, and refining, with each stage building upon the previous one. As simple as it sounds, iterations require a lot of effort and time to fulfil their objectives.
- It’s a process that involves listening, learning, and adapting to create something that meets your user’s needs. Therefore, Designers should understand that UI/UX Design is a journey, not a destination.
Design Iteration: A Helical Model of Communication
Design is a form of visual communication, and design iteration takes the helical communication model, representing a continuous feedback loop. This model illustrates how effective communication needs feedback to construct a better message, and that message will need more feedback to create another message, and the cycle goes on.
In simpler terms, it’s like a conversation in which each person’s response builds on the previous one, leading to a deeper understanding and better communication. These are the components of the helical model and how they relate to Design Iteration.
- Sender (Design Team): Creates a prototype or design solution
- Message (Prototype): The design solution is shared with users and stakeholders
- Receiver (Users and Stakeholders): They provide feedback and insights on the design
- Feedback Loop (Testing and Refining): The design team refines the design based on feedback.
<a design showing the helical model of communication>
The relationship between Design Iteration and Design Thinking
Design thinking and iteration are not linear, meaning they do not follow a particular pattern. An idea can come first as a solution, and then the designer can identify the problem layer or the problem can be identified before the solutions. The main thing is that all stages/processes must be involved.
Designers should be flexible during both processes. They should be able to accept feedback or criticism well and work on that feedback to achieve the desired results. Design thinking and iteration have the same process, but iteration places more emphasis on reviewing, refining, and retesting. Iteration is the engine that drives design thinking forward.
Importance of Iterative Design
Reduced risk
There is a reduced risk of mistakes being taken into production. Iteration is like proofreading and editing an article before sending it to the publishing house. What is the use of publishing a book full of typographical and grammatical errors? No one will recommend a book with mistakes, and they probably won’t read it. So, iteration reduces the probability of errors in design before sending it to the developer for full-scale production.
Increased user satisfaction
Apart from the fact that iteration takes feedback to improve the design, users get a positive feeling when their favourite app asks for their opinion. It is about making them feel heard, seen, valued, and integral to the design process. Then, they also get satisfaction from seeing their input implemented. It will make them use the end product repeatedly and refer it to their friends or family.
More room for Creativity
Iteration opens the door for more ideas and gives the freedom to use the best idea to solve the problem. As designers, the times you go over your design is the number of times you will find more ways to improve your design than the previous ones. Moreover, you subconsciously sharpen your design and thinking skills through iterating.
Reduced Cost
It allows designers and business owners to fix significant design issues early enough and saves the cost that could be used to correct errors after production.
Collaboration
Iteration brings the team together, including designers, developers, marketers, and users. It involves everyone in building a meaningful product that will solve real-life problems. If they agree, two heads are better than one; now, imagine more than two people working on a project. The collaboration will make the workload much easier and faster.
The People Behind the Process
Dear designers and business owners, Iteration is teamwork. The designer should not bear the iteration responsibility alone. Try to involve the following people or consult a design agency.
- Designers: The creatives responsible for crafting design solutions.
- Users: The people who’ll be using your product or service.
- Stakeholders: The folks supporting (or challenging) your design decisions.
- Team members: The collaborators who’ll help you refine your design.
<a design showing the circle of people behind the process>
Example of how Design Iteration is used in real-life situations
In each of these examples, iteration was used to gather user feedback and insights, identify areas for improvement and expansion, refine and redesign existing features, introduce new features and functionalities, and continuously improve the overall user experience.
- Initial design: A simple photo-sharing app
- Iteration 1: Added filters and editing options
- Iteration 2: Introduced video sharing and direct messaging
- Iteration 3: Redesigned the feed and added features like Stories and Reels
- Result: Increased user engagement, expanded features, and improved overall experience
- Amazon
- Initial design: An online bookstore and e-commerce platform
- Iteration 1: Added product reviews and ratings.
- Iteration 2: Introduced personalized recommendations and expanded product categories
- Iteration 3: Redesigned the checkout process and added features like Prime shipping and Alexa integration.
- Result: Increased customer satisfaction, expanded product offerings, and improved overall experience
- Uber
- Initial design: A simple ride-hailing app
- Iteration 1: Added real-time tracking and estimated arrival times
- Iteration 2: Introduced pooling and scheduling options
- Iteration 3: Redesigned the app and added features like Uber Eats and Uber Freight.
- Result: Improved user experience, increased ride demand, and expanded services.
Knowing When to Stop in Iteration
We all understand that users are very important when making design decisions, but it is also important to know that users’ wants are unlimited. Moreover, other factors, such as business expectations, should be considered. So the big question is, when is the design or a product ready to go live?
“A great design should solve at least 80% of the perceivable problem”, — Sunny Padiyar, Co-Founder of YellowSlice, said in one of his articles titled Why designs should not be changed based on iteration.
A design that has incorporated major features and user feedback after three rounds should be able to go live for real users. Any feedback gathered after production won’t require starting from scratch again.
Conclusion
Iterative design is not a day or a-week Job. Completing the most significant part of launching a product requires painstaking effort. Once it is done effectively, everything else comes into place easily. Designers should always seek feedback, involve important stakeholders, and continuously work on their designs to ensure they stand out. In the absence of In-house designers, Contact YellowSlice to learn how our expert team can guide you through the iterative design process and create user-centered designs that drive results.
FAQs about Iterative Designs Can Bring the Ideal Outcomes
1. What’s the difference between iterative design and design thinking?
A: Iterative design is a key aspect of design thinking, which is all about a human-centered approach to problem-solving.
2. How many iterations do I need to do?
A: The number of iterations varies depending on the project scope and complexity, but it typically ranges from 3 to 5.
3. Can iterative design be applied to other fields beyond UX?
Iterative design is not peculiar to UX Design alone. Other fields, including product development, software engineering, architecture, and creative/artistic design, can apply the method to their work processes.
