How Prototype Testing Can Level Up Your CX Game

Picture the scene: you have a great idea for a product that you’re sure is going to be a massive hit and could change the face of your industry forever. But the problem is that it’s so different you don’t know whether other people are going to love it too.

How can you be certain that your instinct will pan out and the product won’t flop like an Apple Newton or New Coke? After all, research has shown that the vast majority - possibly as many as 95% - of product launches fail every year.

But what if there was a way of ensuring that your product avoids this and is proven to be fully operational, functional, and beneficial for would-be buyers before it arrives on the market?

This is where prototype testing comes in. Let's take a look at what this process involves, why it’s important and how you could be missing out by not using it.

What is prototype testing?

Prototype testing involves putting your product in front of prospective end users with the aim of validating design decisions before it goes into development and production.

It’s the best way of knowing how something might perform in advance of a full launch because it allows you to establish design intent, identify potential problems, and take a proactive approach to tackling them.

Why you should consider prototype testing

Prototype testing could be hugely beneficial for any product launch because it gives you the chance to:

• Spot major stumbling blocks and go back to the drawing board to fix them
• Identify issues that you haven't noticed because you’re too close to the design process
• Resolve conflict between design team members who have opposing views on the product
• Gain confidence in launching your product by seeing that it really works
• Spot opportunities that arise from feedback and hadn’t been considered before
• Avoid negative feedback post-launch, which could damage your company’s reputation
• Build consumer loyalty, as those recruited for prototyping may subconsciously commit to the product
• Save money in the long term, as it’s cheaper to fix a product in the design stage than it is to pull and fix one that’s already out there