Amanda Stockwell says, “There are no constants in digital. Customers demand change, marketing strategy shifts, and new products roll out — more quickly than ever. Yet many agencies cling to a traditional model of web development, taking 6-12 months to launch a final, “perfect” website.

That’s no way to build a website that drives continuous growth, customer retention, and ROI. It’s only after those long months of design and development that you start to receive real feedback from customers and gain a better understanding of how users actually use the site.

Rather than building until it’s “done” (a constantly moving target), agencies should adopt an iterative design process to create a website that delivers true value to clients. Here’s why:

1) Launch usable products faster.

First, let’s look at the traditional, waterfall model of web development. A project manager meets with the client, then sits down with a designer. The designer mocks up a few variations and finally lands on a winner to pass to development. Meanwhile, the client’s market has shifted, and the design they loved months ago just won’t cut it. Change orders are made, and the cycle repeats itself until finally the site is ready for launch“.

3 Reasons Why Agencies Should Invest in Iterative Web Design

HubSpot

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