How iterative web design can refresh your existing site and help deliver your business goals

What is iterative web design?

Iterative web design is a practice which involves a repeated process of:
•Identifying a user need
•Developing a prototype to meet that need
•Testing to check the prototype works as efficiently as possible
•Amending the design

This method results in an MVP (Minimum viable product), aka a core platform that’s well designed and fully functional, which can then be improved based on data gleaned from user behaviour.

The benefits

Hard data to support alterations

One of the main benefits of iterative web design is that decisions to change elements of the website are supported by real customer data. Usability testing takes place throughout the process, with heat mapping software such as Hotjar providing valuable insights. These can then be used to revise and revaluate various elements of the site, because the reality of user behaviour is that it’s unpredictable. This is where iterative design sets itself apart from a more traditional design method, as building a website without feedback is unlikely to meet user needs the first time around.

Flexibility and early intervention

If your business goals change at any point in the process, iterative web design allows you the flexibility to adapt your website to attain these goals. For example, if your data shows that your customers may not be in a purchase ready state whilst using your site - perhaps you're seeing a large number of abandoned carts, or users are displaying research behaviour without conversion - you could adapt and test your standard "buy now" call to actions to "try before you buy" and offer a trial period or free sample of your product.

Sticking to budget

From a budgeting perspective, iterative design is also useful in that not all of the budget is used up in the launch, meaning that you aren’t left with any glaring problems yet no budget to fix them with. The more modest sums required for incremental changes are therefore easier to come up with as and when appropriate.

Constant progress

The fact that the website is always being modified allows stakeholders to see progress over time which results in them being happier with finished product. This also means that there is no huge jump between the old and the new website, which could be potentially off putting for users. Iterative web design is also beneficial to stakeholders, as they can share their input at regular intervals which reassures them that their thoughts are being heard.

New features are usable faster

By gathering feedback and making modifications after each phase, new usable features can be added much more quickly, for example in a matter of weeks as opposed to months. This allows you to stay ahead of the competition and not miss a timely opportunity.

Blog and social media content

Adding new features regularly also provides interesting content for blogs or social media posts, and creates excitement in users. It also helps bring about a positive relationship between businesses and their website users by keeping them up to date with what changes they can expect.

Ultimately produces a more polished product

Iterative web design offers superior outcomes for both clients and agencies, and achieves your business goals through the team being able to learn from the data and adapt the website accordingly.

What we can do

Our friendly and proactive support and development team can work closely with your business after a website rebuild to ensure your website is working efficiently, and ensure that users of all abilities have the best possible experience.


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