One of the most common errors to occur in Web based development is the lack of proper planning for future application Evolution. In today's work characterized by rapidly advancing technology, global competition and high customer expectations, ongoing measurement and refinement is critical to ensuring the future relevancy of your application.

Thus, in the Evolution phase two activities generally occur. First, Rare Medium will begin planning the next phase of development if so identified in the original project Exploration. Second Rare Medium will establish ongoing processes to measure and evaluate site performance and user feedback to provide data. Recommendations are made for future application enhancements and the launches a new Exploration process to begin the concrete planning and designed required to execute the recommended enhancements.