Agile development is an alternative to traditional waterfall processes that moves methods away from fixed production to promotion of flexibility and iterative practice. Traditional waterfall methods, although still used today, can greatly hinder a development project and steer it in the wrong direction. Agile development promotes change. It also promotes a re evaluation of the product and the most important aspect when developing any product is taking the market and competition into consideration. With that in mind, we know that the market is ever changing and new competition is always forming. By following an agile approach, development teams can take change into consideration and form a software product that is more effective and more likely to succeed. Agile development methodologies are individuals and interactions over process and tools, working software over comprehensive documentation, customer collaboration over contract negotiation and responding to change over following a plan. 

Throughout the development lifecycle, stopping and re evaluating the production is a key aspect.  The creation of incremental productions allows teams to asses development, make necessary changes and enrich user experience.  Taking into consideration individuals and interactions over process and tools, working software over comprehensive documentation. With the increased use of the agile development throughout the media and technology industry software products now provide for rich experiences for there personas and address key pains for customers and stakeholders making sure your software product is easy to use, represents your brand and delivers ROI.