Best Practice Report

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

A Design Revolution Series Report

October 17th, 2019
Karine Cardona-Smits, null
Karine Cardona-Smits
Andrew Hogan, null
Andrew Hogan
Kelly Price, null
Kelly Price
Jennifer Wise, null
Jennifer Wise
With contributors:
Sharyn Leaver , Maxie Schmidt , Harley Manning , Amanda Chen , Amelia Nickels , Shayna Neuburg


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.