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For Customer Experience Professionals

Why And How To Iterate: Deliver Value And Quality To Reveal And Meet User Needs

A Design Revolution Series Report

October 17, 2019

Why Read This Report

Iterating is key to designing well. And design often must mesh with Agile, in which iterating is also key. Why do design and Agile both use iteration? Because iterating produces insight into what customers need — based on how they respond. But firms often misinterpret iteration as being about shipping sooner. It's not. This report for experience design (XD) professionals and their colleagues explains why in terms they can use to communicate to their executives to dispel these misunderstandings. It will help your firm make the most of design's revolutionary potential.

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Table of Contents

  • Many Firms Misinterpret Iterating
  • The Purpose Of Iterating Is To Gain Insight Into User Needs
  • Each Iteration Contains Four Ingredients
  • High-Quality Increments Yield The Best Insights
  • Recommendations

  • Teach Colleagues The Real Purpose And Value Of Iterating
  • Thrive On The Design Revolution
  • Supplemental Material
  • Related Research Documents

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