Jeffrey Hicks

Platform Eng @R360

Prototyping in The Art of Innovation

How IDEO uses rapid prototyping as the 'shorthand of innovation' to transform abstract ideas into tangible solutions through iterative learning cycles

By Tom Kelley • Jan 9, 2025

Main Takeaway:
Prototyping lies at the heart of IDEO’s innovation process. By building quick, tangible models of ideas and iterating based on feedback, teams learn faster, reduce risk, and uncover unexpected insights—all while fostering collaboration and user empathy.

1. Prototyping as the “Shorthand of Innovation”

Tom Kelley asserts that “prototyping is the shorthand of innovation”, meaning that prototypes translate abstract ideas into physical or visual artifacts that can be experienced, evaluated, and improved rapidly. Instead of relying solely on discussion or documentation, prototyping makes ideas concrete, inviting immediate feedback and revealing hidden problems early.

2. Rapid, Low-Fidelity Prototypes

IDEO champions starting with low-fidelity prototypes—sketches, paper models, simple wireframes, or basic mock-ups. These rough representations are:

Inexpensive and Fast: They require minimal resources, so teams can explore many concepts quickly.
Unthreatening: Their roughness encourages open critique, since no one is prematurely attached to perfection.
Flexible: They allow easy changes before significant time or money is spent on development.

3. Iteration and Learning Cycles

Prototyping at IDEO is never a one-and-done activity. Kelley describes a cycle of:

Build: Create an initial prototype focused on a specific idea.
Test: Present it to team members, stakeholders, and representative users.
Observe: Note what works, what confuses people, and what delights or frustrates.
Refine: Incorporate insights into the next prototype.

“No idea … is so good that it can’t be improved upon, and we plan on a series of improvements,” Kelley writes, emphasizing the importance of multiple rapid iterations to converge on the best solution.

4. Prototypes as Communication Tools

Beyond testing functionality, prototypes serve as visual communication vehicles:

They align stakeholders by creating a shared reference point.
They facilitate cross-disciplinary collaboration—designers, engineers, marketers, and clients can all interact with the same artifact.
They shift conversations from abstract arguments to concrete feedback on something people can touch, see, or click.

5. Risk Mitigation and Opportunity Discovery

By exposing assumptions early, prototyping helps teams:

Mitigate Risk: Identify design flaws before large investments are made in tooling, tooling, or manufacturing.
Discover Opportunities: Uncover new features or user behaviors that were not anticipated in initial brainstorming.

For example, when IDEO prototyped a fictional mall kiosk to test a new medication service, they learned that while visitors liked the app, it actually reduced conversation among visitors—insight they would never have seen without the prototype.

6. Prototyping Mindset

Kelley encourages viewing prototyping as a mindset rather than a single step. From initial brainstorming through final implementation, teams should continuously use prototypes to “process the ideas themselves and to help you think through the idea,” not just to validate them at the end.

7. Practical Tips for Effective Prototyping

Start Rough: Don’t wait for polished designs—use sticky-note sketches, foam core, or even role-play scenarios.
Test Early: Share prototypes with real users and internal critics at the earliest opportunity.
Embrace Failure: Treat unsuccessful prototypes as learning tools, not setbacks.
Iterate Quickly: Aim for several rounds of prototyping in short timeframes to refine ideas incrementally.
Involve Diverse Perspectives: Solicit feedback from people with different expertise to uncover blind spots and spark new ideas.

By embedding rapid prototyping into every phase of the innovation process, “The Art of Innovation” teaches that teams can move from great concepts to successful products more confidently, creatively, and collaboratively.