subject: Using Prototypes To Build And Market A More Profitable Product [print this page] Producing a finished product from concept to shelf is a long process. At some point the design needs to leave the world of drawing and become a three dimensional object. This step should not wait until final production. Creating of a prototype, either a non-working mockup or a functional test object, is a critical part of the design process.
Design Evaluation
It is surprising how often a design that looks good on paper comes off as clumsy when actually produced. There is something about the way our brains translate two-dimensional images into three-dimensional concepts that sometimes misses the mark. We need to look at the finished object to get a feel for how the consumer will react to it.
The prototype allows the team to test how it feels. How neatly does a small device fit in the user's palm? How easily can a person reach all the controls on custom keypads of larger devices? Testers may find themselves intuitively wishing the controls were an inch to the left or the buttons were bigger.
A single prototype can be designed with multiple custom keypads so that different button layouts can be tested without needing to alter the overall design. Testers can decide which keypad is the most efficient and aesthetic choice.
Marketing Demonstrations
Even the best design in the world will fail without proper marketing. A prototype allows your marketing team to conduct presentations to find distributers, focus studies to see how consumers respond to it, and create brochures so promotional efforts can start early.
By including marketing as part of the design process from day one, changes can be made early in the development of the product. Your internal testers might like the layout of the custom keypads but consumers might decide they are too busy or confusing. Distributors and retailers might have input on the size and shape of the device based on how it is to be shipped or displayed at point of sale. Something as seemingly trivial as a clashing choice of colors can be discovered early and corrected before mass production.
Production Tests
Development of the prototype is a window on how full production will be carried out. Complications in the manufacturing of custom keypads or other parts might result in simple or even radical design changes to avoid those problems in the future. Again, it is better to find these problems in the prototype stage than after ordering ten thousand units to be produced.
Even for devices that will see limited distribution, the prototyping process is a key element in the overall design. Manufacturing of the prototype can reveal more efficient ways to perform the production that could save the company money. Less expensive production can either mean a greater profit margin or a price advantage over the competition.
