Our customers love this methodology because it allows them to condense months of design work into a single week. We test on Monday and do a post mortem at days end suggesting design improvements. The design team makes the changes on Tuesday. We test again on Wednesday. The designers make additional improvements. On Friday we test again. The design improvements are dramatic and measurable over the course of the week. And your design team experiences instant gratification!!
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Rapid Iterative Usability Testing involves multiple back-to-back cycles of usability testing sessions and design changes over the course of several days.