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Prototype and test the possibilities

Three-panel comic: a craftsman presents a folding-chair prototype, a customer sits on it, and it collapses while the craftsman erases an order for 100 chairs.
Good thing we started with one.

The demo worked. Now give it to someone else.

I like prototypes because they interrupt convincing conversations with something we can actually try.

Then I watch someone use it—ideally without explaining where to click. That part can be uncomfortable. Especially when they ignore the feature I spent the most time polishing.

Their hesitation often tells me more than their compliments. What did they expect? Where did they lose confidence? Did they understand the result?

I try to decide what we need to learn before building the prototype. A sketch may answer a navigation question. A technical experiment may reveal an integration problem. Neither necessarily needs a login page, a settings panel and our final choice of font.

Although choosing the font is an excellent way to avoid the difficult questions.