Counting iterations
We don't cap feedback rounds—should you?
How many feedback rounds are enough for a data design project? One? Two? As many as it takes?
When I first started working with clients, this was an important question. I kept hearing that other designers were integrating the number of reviews in their client agreements, and many of them went for two. That sounded like enough to get to a decent result, so I did the same.
But I quickly ran into an unpleasant hurdle: reinforcement. Telling a client, “You’ve used your two rounds; we stop here unless you pay more,” wasn’t fun at all. I didn’t want to stop if the client wasn’t happy yet.
Great work takes time. Each adjustment round sharpens thinking and outcome until the piece reflects both the client’s vision and the designer’s craft. Sometimes that happens in one review. Sometimes it’s two. Or six.
It’s not about the count. It’s the outcome that matters. That’s why our studio offers unlimited iterations. Yes, I said unlimited. Outrageous? Possibly. But it’s how we consistently reach high-quality data communication.
However, for this concept to work, a few things must be true:
Clear budget. Unlimited is priced in—the project fee anticipates reviews and refinement, with milestones and scope defined up front.
Mutual respect. Designer and client treat each other’s time and expertise seriously.
Good faith. No edits just because.
Reasoned debate. Both parties can explain why a certain choice is better and be listened to until agreement is reached.
If those fundamentals aren’t there, the collaboration probably shouldn’t happen—whether you’re counting iterations or not.
Your turn: Unlimited iterations—love it or hate it?
Thanks for reading!
See you in two weeks,
—Evelina
This newsletter has been on a pause for a few months as I took time off writing for personal reasons. Starting today, we’re going back to a bi-weekly publication schedule for the remainder of the year. You can expect:
Content on how to improve data communication in your organisation;
Original data stories published by our studio;
User-requested content (don’t be shy—reply to this email and let me know what topics you’d like to read about the most!).