A prototype is a clickable, interactive version of a site or feature built before the real thing, so you can use it and react to it instead of guessing from a static mockup. We build prototypes to answer a specific question: does this flow make sense, does this new feature feel right, is this idea worth building. It is far cheaper to find a problem in a prototype than after the store is coded.
When it’s worth it
- A new or unfamiliar workflow where the path is not obvious: a configurator, a quote builder, a complex search and filter experience.
- A redesign where you want to test the new navigation or checkout with real people before committing to a build.
- A pitch or internal decision that needs something tangible to react to, not a slide deck.
We keep prototypes at the right level of fidelity for the question being asked. Sometimes that is a quick clickable flow to validate the path; sometimes it is closer to the real interface because the details are the point. Either way the prototype is a tool for learning, not a finished product, and we are clear about that going in.
Honest note: not every project needs a prototype. A familiar store on a familiar pattern can usually go straight to design and build. We suggest prototyping when the risk of building the wrong thing is real, and skip it when it is not.