What is iterative development in Agile? Explained with example

Iterative development in Agile


Iterative development is a process where a project is divided into small parts or iterations, which are completed in a sequence. Each iteration typically lasts a few weeks and involves team members working through a full development cycle.

Unlike traditional project management methodologies, such as the waterfall model, which proceeds in a linear and sequential approach, iterative development involves repeated cycles. This approach allows teams to refine and improve their product with each iteration based on continuous feedback and evolving requirements.

Iterative development is popular with software development teams. But it can be applied in various non-technical fields such as marketing, human resources, and event planning. Here’s how the iterative cycle can be adapted.

How Iterative development works?

We’ll start with planning. Define clear objectives based on the team's or project's goals, and update the backlog with insights gathered from previous iterations. This can involve refining campaign strategies and marketing or adjusting recruitment tactics in HR.

For non-technical teams, the design and development phase involves planning and creating deliverables like marketing content, training programs, or event plans that are aligned with the defined objectives.

For testing and integration, teams can pilot the created deliverables in a controlled setting or with a small segment of the target audience to gather initial reactions and feedback. For instance, running a small-scale mock event or piloting a new training program.


In the evaluation phase, teams can gather feedback from stakeholders, which can include internal team members or external clients. They can use this data to evaluate the success of the iteration, discuss what worked, what didn't, and how the outcomes align with the overall objectives.

The cyclical nature of this process ensures that non-technical projects, just like technical projects, can remain agile and responsive to feedback. It allows for continuous refinement and improvement. By focusing on iterative planning, creation, testing, and evaluation, teams in any field can adapt Agile methodologies to enhance their project outcomes.

Iterative development offers several advantages. It makes it easier to incorporate changes and new requirements without disrupting the project flow. It allows for regular assessment of the product's functionality and design, leading to higher-quality outputs.


Each iteration acts as a mini-project, limiting the scope of any issue and allowing for quicker adjustments. And frequent iterations with stakeholder involvement ensure the product meets the user’s needs and expectations continuously.

Understanding iterative development with an example:

Let's explore a hypothetical situation where the iterative approach is used to improve each day. Two marketing specialists, Reggie and Jackie, are in charge of their company's booth at a major industry trade show. They decide to use an iterative approach to maximize engagement and lead generation throughout the event.


On day one, Reggie and Jackie set up their company’s booth with engaging displays and product demos, preparing materials and digital presentations to attract visitors. Throughout the day, they conduct product demonstrations and initiate conversations about potential business opportunities.


After evaluating the day's activities, they note that a specific product demo attracts more interest than others. To adapt, they decide to feature this product more prominently in the following days to draw in more attendees.


On the second day, Reggie and Jackie adjust the booth layout to give more space and visibility to the products that attracted significant interest the previous day. They conduct frequent demos of these products and engage in deeper discussions with interested visitors.


After tracking lead generation from this focused approach and collecting visitor feedback, they realize attendees are seeking more technical details. To adapt, they incorporate more technical details into the demonstrations to better address the questions that frequently arise.


On day three, Reggie and Jackie decide to expand their networking efforts and explore potential partnerships. They organize a small, informal networking event at their booth in the late afternoon and use the morning to invite visitors and other exhibitors. The event is promoted as an opportunity to learn more about possible partnerships.


After assessing the event’s success through the quality of discussions and potential connections made, they see an opportunity to facilitate more focused conversations. To adapt, they plan another networking session for the next day but with a structured roundtable discussion to better manage the dialogue.


On day four, to increase visitor interaction, Reggie and Jackie schedule live demonstrations followed by Q&A sessions every hour. These sessions are designed to attract and engage attendees, providing them with comprehensive insights into the products and services offered.


Observing the engagement levels and identifying recurring questions during the Q&A sessions, they realize the need for more detailed responses. To adapt, they prepare additional materials and detailed responses to address these commonly asked questions effectively on the final day.


On the final day of the trade show, Reggie and Jackie focus on maximizing lead conversion and reinforcing the connections made throughout the trade show. They offer exclusive last-day deals on their products and services to encourage on-the-spot decision-making.

By engaging with as many attendees as possible and highlighting these special offers, they review the overall leads and responses to the offers at the end of the day. And to adapt, they plan to follow up promptly after the trade show with personalized communications to all needs, especially those who showed high interest based on the interactions recorded during the event.

Now, of course, some of the specifics I described here might not work within the constraints and structure of every trade show, but you probably get the idea. In our scenario, Reggie and Jackie illustrated how each day builds upon the previous ones through careful evaluation and strategic adaptations. This is key to maximizing success in an iterative development setting, and we’ve also shown how iterative development can be applied in industries outside of software development.

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