Prototyping is a key step in the endoStrategy™ process. Developing a workable solution quickly and testing it with real users helps you see and get feedback on what could be improved, what works, and most importantly, what fails.
Failure is Important
In this case, failure teaches you as much, if not more, than what is successful. “Fail often, so you can succeed sooner”, said Tom Kelley. If you are not failing, it’s possible that you are not taking enough risk. If your product is successful out of the gate, you probably spent too much time in early development. Your plans were based on research, rather than actual field testing, and all the things you think are important turn out to be ok. You have no idea what could go wrong, what users or customers actually think, and are giving them a product that generally works.
Think about the things you have around you – many were launched with little to no prototype development. They were based on solid research, fully vetted by the team, and launched with some fanfare. Does it work for you? Probably. Mostly. But maybe there’s one little thing that could be changed to make it even more useful… that’s what prototyping helps figure out.
Prototype Development
Ideally, your first prototype would be 20% successful, and 80% failure, and each iteration would be incrementally better. This helps you understand all the ways things don’t work for your project or product. In each round, you can ask “What Went Wrong?” What is the problem that needs to be addressed? How can we fix that problem without changing the other things that are good?
In the end, your product will be more robust, more thoughtful and more road tested than if you just launched a “successful” product to begin.
Prototyping improves your Team Culture
Implementing strong prototyping as part of your projects can also improve your team morale. Teams that prototype develop a culture of giving and receiving open and constructive feedback, because they see failure as part of the journey to success. They won’t be frustrated whether the result is not what they expected, neither their leaders will. They will tend to see failures as part of their development, as a learning opportunity.
How can you use the prototype method today? What things could be improved with a bit of field testing, or what is something you’d like to see reinvented?
