Prototyping
A prototype simulates an experience with the intent to answer a specific question so that the creator can iterate and improve the experience.
Prototyping is the practice of creating these simulations to get qualitative feedback on ideas quickly.
How does prototyping work?
Prototyping operates through an iterative cycle of moving and evaluating:
- Moving: Creating sketches, models, or prototypes that externalize your thinking
- Evaluating: Assessing what works and what doesn't
This back-and-forth helps you both generate more ideas and refine the ideas you already have. You'll often discover that an idea that sounded great in discussion needs adjustment when you actually try to sketch or build it.
Prototypes come in different shapes and sizes. They are not just mockups of a GUI. Teams can prototype by role-playing—having someone on the product team role-play with the customer. There are Wizard of Oz experiments where people behind the scenes are acting like software. There are many ways to prototype.
The key question to ask is: "How can I get qualitative feedback on my idea quickly?"
What are the four powerful ways to use prototyping?
Prototyping can be used in four distinct ways:
- To think — Prototyping your way to a solution through the back-and-forth movement between creating and evaluating
- To answer questions — Testing desirability, usability, feasibility, and viability assumptions
- To communicate — Simulating an experience is even more powerful than showing or telling someone about the experience
- To inform decisions — Using parallel prototyping to create "compare and contrast" decisions rather than "whether or not" decisions
What is parallel prototyping?
Creating multiple prototypes at once (parallel prototyping) helps teams avoid fixation on a single idea and enables better compare-and-contrast decisions. Instead of sequentially prototyping one idea at a time, prototype multiple ideas at once. Research shows that teams that parallel prototype outperform teams who sequentially prototype.
Why does prototyping matter?
Prototyping goes well beyond traditional usability testing. It's a tool for thinking and decision-making, not just validation. Teams use prototyping as part of the continuous discovery habit of weekly customer touchpoints to rapidly test and refine ideas.
Learn more:
- 4 Powerful Ways to Use Rapid Prototyping to Drive Product Success
Related terms:
- Prototype
- Assumption Testing
- Compare and Contrast Decisions
- Continuous Discovery
Last Updated: October 25, 2025