When do teams start the looping process over in product development?

Teams start the looping process over in product development if they decide to continue the idea or start over at the beginning. This reflects a critical aspect of the iterative design process, where feedback and discoveries made during the development phase can lead to new insights. If a team realizes that their current direction isn't optimal or that they need to make substantial changes based on user feedback or new information, they must revisit the initial phases of the development cycle.

This approach encourages continuous improvement and learning, allowing teams to pivot effectively rather than being locked into a linear pathway. By returning to the start, teams can synthesize what they've learned and refine their concepts, ensuring that the final product is not just viable, but also genuinely meets the needs of users. This is essential in creating products that resonate with the market and is a key principle in Design for Delight.

Starting over can happen at any point in the development process, especially if early iterations reveal that the core concept isn't viable or needs rethinking to align more closely with customer desires or market realities.