What is an iteration?
Definition: An iteration is a time slot when team members with different expertise work simultaneously on a section of a bigger project. Rather than dividing the tasks among individuals, the end goal is for the team to work together on a task, test it, and adjust it numerous times during this time slot.
Examples of iteration
- Product management
Iteration in product management is present when launching new features or versions of a product.
Instead of doing the design, then the development, and finally the testing of the whole version, the team works on a specific feature first. After testing and gathering feedback, the team creates a product version tailored to customers' needs.
- Marketing
Iteration in marketing is when a designer, copywriter, and Ads manager think of and test different ads to see which one has better metrics.
Another example is when email marketers do A/B testing and send two campaigns to see which one has a higher open rate.
- Business development
A business can test its development channels and see if cold calls or content marketing have better results.
Phases of iterative process
Planning
During the first stage, the team revises the project objectives and defines the iteration goals.
This step aims to avoid straying from the initial goals and objectives and give a general framework regarding the duration and expectations of each iteration.
Execution
The executing stage begins the cycle, where individuals contribute by building and testing the new feature.
The goal of this “ trial and error” step is for the team to collaborate and adjust based on feedback until they are ready for the “review” stage. The so-called “ learning culture” is at the core of the iteration process and this stage.
Each member is encouraged to bring new ideas and improvements to grow as an individual and take the project to the next level.
Testing & reviewing
During the 3rd stage of the iteration, the team demonstrates and tests the new feature or the changes they’ve made.
The aim is to get feedback on the progress and check if the outcome has met the project’s initial objectives.
Improving
The iteration process ends with improvement based on the performance and feedback from the audience, product owner, or stakeholder. Feedback is crucial here to take the step in the right direction for the next iteration.
Before starting a new iteration, the team reflects on the previous one and documents the challenges, strengths, and weaknesses.
Advantages of iteration
- Team Empowerment
Every team member contributes equally, resulting in them feeling valued and appreciated.
- Efficiency
Constant testing limits the space for errors and helps reach goals faster.
- Flexibility
The iteration process allows more flexibility for changes and adjustments while decreasing the risk of unforeseen problems.
Disadvantages of iteration
- No time limit
Iterations can push the team on a quest for perfection, leading to never-ending improvements.
- Straying from the initial vision
Promoting new findings and constant improvement can lead to the end result being far from the initial objectives and goals.
