How to iterate on an idea
Developing or updating an idea, product or service in an agile way means doing so iteratively and based on evidence.
Taking a more experimental approach to work is an important mindset shift towards more agile ways of working.
Iterating is when you repeatedly test your idea with the people who will use it. After each test, you make changes and adjustments based on the evidence you collect. This reduces the risk and cost involved. It also increases your confidence that your idea will deliver your goals.
This means that you can’t plan your next test or iteration until you have learned from the current one. This can make planning tricky.
So if I can't plan my iterations, how do I know what we'll deliver?
One way to add some clarity is to create a ‘release strategy’. This can’t tell you what changes and adjustments you will make or what will be tested in each iteration. However, it can help you to plan who you will test the next iteration with. By deciding who you will test with next, you can identify which aspects of your idea you will want to test with them.
1. Iterations to learn
Start with your warmest audience segment and iterate to better address their needs.
2. Iterations to Grow
Then widen the scope of your testing to similar people who have slightly different or additional needs.
3. Iterations to Scale
Finally, open up to all the possible users you might have including those with more general needs and preferences

Where do I start with my first iteration?
Ask yourself:
- What’s the smallest way to get started on my goal?
- What’s the quickest way to get something in front of my audience and start learning?
- Who is the ‘warmest’ portion of my audience for this and what are their needs I can start with to get moving quickly?
If you would like more specific guidance on how to iterate to develop new ideas, drop us a line – we have lots more tools to share!