Let's give it a try!
Why taking an agile, iterative approach is a great way to tackle smaller projects
Over the weekend, I stood in my kitchen staring at the garden, which is in need of a good spruce up. The sun was out and I was pondering how I could improve it. Maybe I should trim the shrubs or get rid of all the weeds, but I've also been thinking about bigger projects like creating a patio... perhaps I should start designing that and do some research on paving slabs?
By the time I had decided on the best approach, the sun had gone in and it was time for a spot of lunch. Before I knew it the weekend was over, and my garden was still in the same state as it was last week. In hindsight, I should have seen that it was sunny, put on some shorts, gone outside and got my hands dirty. By the end of the day, the garden may not quite have been ready for this year's Chelsea Flower Show but it would have looked much better and put me in a good position to make further progress next time the sun comes out.
Why am I telling you this? Well, because it makes for a good lesson in for strategic web development. It's all too easy to focus all your attention on the big idea, or conversely to get caught up in the fine detail of an smaller idea: will it target our core audience? could it offend someone? will it drive enough traffic?
The reality is you can't know these things for sure before you release an idea into the world and - here lies the beauty of the web - unlike print you can alter and refine things once they're published. Google Analytics allows us to monitor user behaviour or implement A/B testing; splitting users into two groups and showing them two different designs.
We can then use this learning to make improvements. Technology strategist, Emily Chang, writes- "It seems fitting that the web has finally evolved technologically and socially to allow its organic nature to emerge". She also discusses the importance of flexibility and improvisation to engage users.
This isn't to say that an agile approach should undermine the role of user testing and research, both of which are essential for getting those bigger projects just right. But with smaller projects why not just dive in? Not every idea will be a winner of course, but in taking this approach you stand a better chance of tapping into the zeitgeist before anyone else.
An iterative approach - accepting that not all ideas will be successful - can make sure your site looks great all year round, unlike my garden... So, if the sun shines on Oxfordshire next weekend, expect me to be out with the pruners!
