Iterative design addresses this problem by calling for setting measurable goals and repeatedly refining and testing design prototypes with customers until the final design meets or surpasses those goals. Your goals can be high-level and strategic, such as increased customer satisfaction or increased sales. They can also be short-term and tactical, such as reduced time to find items or fewer mouse clicks to check out and complete a purchase.
Iterative design involves taking an existing design and reworking it until it fits the needs of customers. This process is widely considered to be a valuable technique for designing interfaces, but at a more fundamental level iterative design acknowledges that no design team is perfect.
Teams are made of people, and people do not always know the right answers. It is difficult to have complete information about the needs of customers and clients. Iterative design compensates for these shortcomings, letting you continually improve a design. The key to iterative design is quickly creating design prototypes that are good enough to provide feedback but flexible enough for significant changes to be made down the line. The goal is as much iteration as possible to solve as many problems as possible early, when they are inexpensive to fix.
In the design step, teams consider business goals and customer needs, setting measurable goals and developing design concepts. In the prototype step, teams develop artifacts as basic as scenarios and storyboards, and as complex as creating running Web sites, that illustrate how the site will accomplish these goals. In the evaluate step, teams assess the prototypes to see if they meet the desired goals. The results are then used to inform the design in the next iteration, and the entire process repeats until the goals have been met. However, sometimes scheduling and budgeting constraints force work to begin on the final production site before all the goals have been met.
Iterative design is an ongoing cycle composed of three steps: design, prototype, and evaluate.
Before working on the final production site, go through this iterative cycle several times in the early stages of design and make simple prototypes instead of full-fledged sites. Real Web sites can take several weeks or months to implement, and by the time a site is completed and ready for evaluation, it might already be too expensive and time-consuming to fix.
In contrast, prototypes can be created in just a few hours or days. The prototypes will not have all the features of a finished site, and many features will be faked, but they will be real enough to give customers a flavor of what the final site will be like. In this way you can get a lot of feedback about what works and what does not work.
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