| Iterative web design is a usability altering design | | | | some point you will start writing specs and giving it |
| approach, following the steps of 1) prototyping, 2) | | | | to the developers. Now, your digital prototype will |
| testing, 3) evaluation and finally 4) refining | | | | again be to your assistance, showing the developers |
| re-designing. This usability method aims to develop | | | | on a prototype, what you really want. Finally, with |
| better websites, altering the user experience and | | | | the site's launch, the development phase in |
| driving conversion rates by bringing the user to the | | | | completed. |
| center of the development process. | | | | Iterative Web Design - Site Optimization Phase |
| Iterative web design following the steps mentioned | | | | When the site is online, the iterative optimization |
| above, can again be subdivided in two phases - | | | | process starts all over, but with a different |
| before the site's launch (development) and after the | | | | foundation and quite different technologies. As |
| site has been launched (online optimization). | | | | foundation, you have now the real web site instead |
| Iterative Web Design - Development Phase | | | | of a wireframe prototype. Instead of just being able |
| To follow a user centered design approach, you start | | | | to test with a hand full of test users, you can now |
| your web project with a design concept (e.g. on a | | | | track and trace live user behavior with as many |
| wireframe basis) for each page, describing the rough | | | | unique visitors coming to your website. |
| layout and the workflows of the site. An advanced | | | | Instead of only qualitative user observation, you |
| feature would be creating clickable wireframes (e.g. | | | | should install a web analytics tool (such as Google |
| with Axure or pidoco.com) where you not only | | | | Analytics, Omniture or Webtrends) and define |
| sketch the pages, but link the single wireframe pages | | | | metrics to measure the success of your site. |
| and add dynamic content like menus and combo | | | | Moreover you should implement a solution for split |
| boxes. | | | | testing, getting quantitative data on different |
| With this clickable wireframe of your website you | | | | versions of your pages. |
| then invite a hand full of test users - either in a | | | | And here it starts all over again. By testing different |
| usability lab or remote with a special software or | | | | page designs (which could be created in an iterative |
| web service - and observe the user when using your | | | | process too) you will gather information about what |
| wireframe prototype. But instead of just watching | | | | content, design etc. your users prefer and with which |
| your test users clicking through your site, you should | | | | elements your website perform best. The nice thing |
| give them tasks to complete, measuring completion | | | | about that process is that the evaluation of these |
| rates, duration for completion and writing down what | | | | metrics happens more or less automated in the |
| usability issues occurred. | | | | tracking tools. You only have to define the right |
| With these findings you go back to the drawing table | | | | metrics and relevant business goals for your website. |
| (okay, let's be it a computer) and re-design your | | | | In other words, iterative web design is more than a |
| prototype. Depending on time and budget you can | | | | once applied method for getting the user experience |
| repeat testing and re-designing your digital prototype | | | | right, but a n ongoing optimization process which |
| (clickable wireframe) as long as you wish. But at | | | | should be implemented in your marketing department. |