Your phone, refrigerator, and car have all been through an iterative process. That means that they went through many versions before they got to you. Why? Because the creators of these products wanted to create the version that would sell the best, so they tested every product until they came up with the best-selling one.
The same concept applies to marketing iterative processes - when a deliverable is improved upon and then improved upon some more, it’s called an iterative process.
Let’s get nitty gritty.
What is an iterative process?
We can define the iterative process as a cyclical work method where a project is developed through repeated cycles or stages. This contrasts with traditional linear processes, like the waterfall method, where each stage depends on the stage before, and the project is mapped out in its entirety from the beginning. Methods like Waterfall are rigid and don’t leave much room for flexibility (which is necessary for some projects, like construction, where you need to know exactly what you’re doing from the get-go). In contrast, the iterative process is adaptable and flexible, making it well-suited to creative projects where things often change over time.
What is the difference between the incremental and iterative development process?
The short version: the iterative process results in one final product, whereas the incremental process produces a product and then, depending on market reaction, produces more products with different features.
The long version: in the iterative process, each iteration builds upon the previous version, revising existing work for improvements. The same features are tested and revised multiple times until the final version is polished and refined.
The incremental process, on the other hand, focuses on creating a core product and then creating newer versions of the same base product based on customer feedback.
What are some examples of iterative processes?
Web Design
Web design is usually an iterative process. Prototypes are tested with users, feedback is gathered, and then the design is refined.
Software Development
Since software's success depends entirely on its popularity with users, the process of creating the optimal version is iterative. First, a company releases an initial version of the software, which then adapts to feedback and new user needs over time.
Advertising and Marketing Campaigns
You can never really know if an advertising or marketing campaign is going to be successful until you test your A/B test it on a small population. Then, you can analyze the response for optimal reach. Using this method, the advertising or marketing team can adjust and optimize strategies, messaging, and visuals for maximum effectiveness.
Product Design and Development
As with software development, the success of a product depends on user popularity. Therefore, the process of creating it must be iterative so that the creators can refine features, aesthetics, and functionality based on user reaction.
What are the five stages of the iterative process?
1. Planning
The planning stage involves determining goals and requirements, gathering data, and receiving initial stakeholder approval. Unlike the Waterfall method, this type of planning does not require ironing out every little detail, as part of the plan is to plan for future iterations based on feedback.
2. Designing
Now that you know what you need to create, the next step is to develop a design that will meet those requirements. With stakeholders' feedback, you refine and approve the design, remaining flexible throughout the process.
3. Implementing
Now, it’s time to turn the design into a functional product, deliverable, or solution. At this point, you’re focusing on meeting minimum requirements, not necessarily putting out a perfect product. It should be something worth testing that will help you gather feedback for the next step.
4. Testing
In this stage, the implemented solution is evaluated for quality and performance. Feedback is gathered from stakeholders, beta testers, or surveys, and quality and performance is assessed.
5. Evaluation
Here, feedback is thoroughly evaluated to determine how far the goals were met and identify improvement areas. The lessons learned are then applied to enhance the solution in future iterations, ensuring continuous improvement and alignment with user needs.
What are the advantages and disadvantages of using an iterative process?
In many creative agency projects, the iterative process wins over linear processes. However, there are some drawbacks to be aware of.
First, I’ll list the advantages of the iterative process.
Flexibility
When a team enters into an iterative process, they do so with a flexible mindset. Changes are an expected part of the process, so the team is flexible in incorporating them.
Better end product
The iterative process involves a lot of refinement, so the end product is likely to be of better quality than a product produced in a linear process.
Faster problem solving
Due to its cyclical nature, the iterative process is conducive to identifying and resolving issues early on as opposed to a linear process, where problems might only be identified right at the end of a project. The iterative process can, therefore, save quite a lot of money, as fewer resources are wasted.
Increased collaboration
Collaboration is excellent in the iterative process, as there are regular feedback loops that keep stakeholders involved, and teams need to collaborate through each iteration. This means that everyone is on board and the project can be completed efficiently.
Risk mitigation
Since the project is completed in iterations, risks are identified early on, minimizing the chances of failure.
Client Satisfaction
The iterative process allows clients and stakeholders to see progress and provide feedback throughout the process. This lends itself to client satisfaction as there is little room for the product to turn out differently from how they expected.
The following are the disadvantages of the iterative process:
Time-consuming
Since iterations require frequent testing, feedback, and adjustments, the timeline for a project that uses an iterative process can be longer than if a linear process was used.
Scope creep
Since you’re constantly gathering feedback, it’s easy for goals to shift, and before you know it, stakeholders can significantly change or increase the project scope. Therefore, when using an iterative process, be sure to carefully monitor the scope and have a robust change management plan in place.
Harder to manage for large projects
Many people are likely involved across multiple departments if you're handling a large project. In this case, it can be difficult to coordinate iterative cycles.
Forewarned is forearmed. For the most part, these disadvantages can be combated with the requisite forethought, though there will be some projects where you’ll need to take a step back and consider whether the iterative process is right for that project.
How can Workamajig help you run successful iterative processes?
The iterative process in project management works best when used alongside a project management software that supports all the 5 stages involved.
Workamajig is a project management software that is designed especially for creative teams and works hand in hand with the 5 stages of the iterative process.
Here’s how:
Centralized project management
The iterative process is very fast-paced, and a centralized platform where you can safely store all project details, timelines, and iterations is a must. In Workamajig, these can all be tracked in real-time using our user-friendly project dashboard.
Collaboration features
With built-in communication features, Workamajig makes collaborating a breeze. Easy communication is a must to ensure that everyone is aligned throughout each iteration.
Time and budget tracking
Workamajig has specialized time and budget tracking tools that automatically track the amount of time and money spent on each iteration, keeping track of every cycle.
Version control
Easily keep track of different versions of your projects, ensuring there’s no confusion between each iteration.
Reporting & analytics
Use Workamajig’s reporting tools to evaluate the efficiency of each iteration and optimize processes for future projects.
Task management
Using Workamajig’s task management tools, you can see availability across your teams and assign tasks and deadlines with the click of a button. This ensures that team members are clear on their responsibilities throughout the iterative cycle.
Start managing your projects effortlessly - get Workamajig today.
Originally published February 18, 2025.