What are 'loops'?
'Loop' is our word for version. You can create multiple 'loops' in a singular project, building on the last 'loop'/design with the feedback you previously received.
You simply add your new design to the same project in a new 'loop' - and get new feedback on the new 'loop' only.
This allows you to keep a record of how feedback and insight has informed each iteration of your design.
Why are loops so powerful?
'Loops' show the evolution of your work backed up with consumer insight. This insight can be a great help since it nullifies subjective debates about creative ideas and design that often lead to frustration.
Furthermore, 'loops' mean you no longer present insight that is disconnected from the work - you literally show each new version alongside the key comments that have led you to the next iteration.
The data proves that your efforts are going in the right direction and you've been rigorous in your creative approach.
Choosing the Right Stage for Your Project
Not every project needs all three stages, but understanding where you are helps you test effectively:
Use Explore when you have multiple strategic options and need to narrow down direction
Use Choose when you've committed to a direction but need to optimise execution
Use Validate when work is complete or near-complete and you need final proof of performance
Use multiple stages when you're running major projects (rebrands, new product launches, major campaigns) and want to de-risk the entire journey from concept to launch
The most successful Loops users test iteratively across stages, using each loop to build confidence and improve the work continuously rather than hoping a single test at the end catches everything.
Adding a new 'loop' via Loops (through your web browser)
