Iterative design won't cut it
Iterative design is a popular approach among teams for optimizing the usability of a product or service — you create prototypes, test them with users, find problems, and fix them.
It does a great job of incrementally improving a product as each improvement builds upon each other.
But the thing about iterative design is that – it doesn’t spark innovation.
You only get incrementally better versions of the same product with each cycle.
Innovation requires you to question the status quo, to flip how problems are being viewed, and to drill down on our users’ needs, motivations, frustrations.
Iterative design approach is deceptively simple and makes you feel you are making progress, while blinding you from seeing a new startup that disrupts the industry and changes the rules of the game, forever.
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