Simulation
Simulation is the act of creating an experience that allows someone to interact with a product or service as if it actually existed, even before it's built.
Why does simulation matter?
Simulating an experience is more powerful than showing or telling someone about it. When you simulate, you create an experience people can interact with, which reveals insights that descriptions alone cannot.
This is particularly important because people are optimistic about what they'll do in the future. They'll say "Yes, I would do that" when asked, but simulation measures actual action rather than stated intention—helping teams avoid the trap of cognitive biases.
How does simulation work in testing?
When testing assumptions, teams simulate the specific part of the experience needed to test that assumption—not the entire product.
For example, to test whether customers will share pricing data, a team doesn't need to build a community platform. They can simply reach out to existing blog readers and ask for the information. If they get it, the assumption is supported. If they don't, they've learned something critical without building anything.
The key is simulating just enough of the experience so that participants are required to take the action being tested.
How do simulation and prototypes relate?
A prototype's core function is to simulate an experience with the intent to answer a specific question, so the creator can iterate and improve.
When teams prototype, they're creating simulations that help them:
- Test assumptions before building
- Communicate ideas to stakeholders
- Think through problems
- Make better decisions about what to build
How often should teams run simulations?
As part of continuous discovery, teams run simulations (or "big experiments") weekly. These could be:
- Landing page tests (from Lean Startup)
- In-person simulations with customers
- Prototype tests
- Fake door tests
These smaller research activities provide data points to inform daily product decisions.
Learn more:
- 4 Powerful Ways to Use Rapid Prototyping to Drive Product Success
Related terms:
- Prototyping
- Assumption Testing
- Research
Last Updated: October 25, 2025