Background: Previous research from the fields of computer science and engineering highlight the importance of an iterative design process (IDP) to create more creative and effective solutions. Objective: This study describes IDP as a new method for developing health behavior interventions and evaluates the effectiveness of a dining hall--based intervention developed using IDP on college students' eating behavior and values. Participants: participants were 458 students (52.6% female, age = 19.6 [plus-minus] 1.5 years [M [plus-minus] SD]). Methods: The intervention was developed via an IDP parallel process. A cluster-randomized controlled study compared differences in eating behavior among students in 4 university dining halls (2 intervention, 2 control). Results: The final intervention was a multicomponent, point-of-selection marketing campaign. Students in the intervention dining halls consumed significantly less junk food and high-fat meat and increased their perceived importance of eating a healthful diet relative to the control group. Conclusion: IDP may be valuable for the development of behavior change interventions. (Contains 4 figures and 4 tables.)