The document discusses iterative design and provides examples of logo design projects. It describes iterative design as a step-by-step process that allows designers to start with initial ideas and refine them over multiple rounds of feedback and revisions. Examples show early sketches and concepts for two logo design projects that were refined over several iterations, receiving feedback at each stage from clients and other designers until a final design was selected. The process is described as reducing pressure to find a perfect solution immediately while allowing ideas to develop through iteration.

1. Embracing
Iterative Design
Mike Rohde
Art Director – MakaluMedia, Inc.
Blogger – Rohdesign Weblog

2. What is
Iterative Design?
A step-by-step process for
solving design challenges.

3. Why Embrace Iteration?

4. Iteration lets you start
somewhere.

5. Iteration reduces the
pressure for a “eureka.”

6. Iteration provides time
to “brew”on ideas.

7. Design Iteration Ideas

8. Capture good ideas
everywhere.

9. Write specs and key
details before sketching.

10. Defend your ideas –
write out defense notes.

11. Break projects into
distinct phases.

12. Save major iterations.

13. Get feedback from
designers and others

14. Enjoy the process!

15. Blit Logo Design
www.blit.com

16. Blit Logo: Sketches v1
Many different
ideas, numbered
Project details
written in the
margin for
reference

17. Blit Logo: Sketches v2
Winning concepts
didn’t appear
until round 2

18. Blit Logo: B&W Concepts v1
Again, I show
Many different
ideas, numbered
Along with my
numbered designs
I always provide
“defense”notes
on why I like one
idea over another.
I also like telling
clients which are
my favorite(s)
and exactly why.

19. Blit Logo: Color Concepts v1
For continuity I like
to show B&W
winners above
with various
color options
I try and limit
down below
designs I present
internally, to help
with reducing
to a winner,
rather than
creating more
options.

20. Blit Logo: Final Logo Winner

21. UserScape Web
Redesign
www.userscape.com

22. UserScape Web Redesign: Sketch v1
Detailed notes
embedded in
the sketches
Project details
written in the
margin for
reference

23. UserScape Web Redesign: Concept v0.1
Pretty rough
but getting
into the groove
Whole sections
were missing...
Usually I would
keep early work
to myself, but
this client
understood it
was in-progress

24. UserScape Web Redesign: Concept v1
Design is getting
filled in a little
bit better
Blocking out
areas can help

25. UserScape Web Redesign: Concept v2
More details
added in
each phase
Flowed in real
text here so I
could get a
better idea for
structure

26. UserScape Web Redesign: Concept v3
Screenshots
added in,
text tuned up
Sidebars filled
in and adjusted

27. UserScape Web Redesign: Final Concept
Finalized
trial text
Navbars finalized
Headline
de-emphasized
Sidebars filled
in and adjusted
Quotes
finalized

28. Q+A

29. Mike Rohde
MakaluMedia: www.makalumedia.com
Rohdesign Weblog: www.rohdesign.com