Test your idea without writing a single line of code

The idea is simple: show, don't tell. Let customers experience your idea instead of just hearing about it.

What's a Concept Prototype test?

Most corporates we work with are familiar with prototyping, but the way most teams do it completely misses the point.

It's not about creating a perfect mock-up. It's not about impressing stakeholders. It's about creating just enough of an interactive experience to test critical assumptions with real users.

How a healthcare giant pivoted their £17M digital product before launch

A multinational healthcare company we work with was getting ready to launch a new digital platform targeting chronic condition management. They spent 9 months developing the business case, with a planned investment of £17M for the initial launch. The core proposition combined remote monitoring, medication management, and on-demand virtual consultations.

Before committing to full development, we helped them run a Concept Prototype test:

• Created interactive prototypes of the entire service journey using Figma (no code)

• Designed realistic scenarios, including onboarding, daily use, and emergency situations

• Conducted in-depth sessions with 18 target patients and seven healthcare providers

What we discovered fundamentally changed our approach. While the overall proposition was compelling, the prototype revealed critical issues in the product:

• Patients valued emergency access dramatically more than daily monitoring

• The medication management feature, which was supposed to be the primary revenue driver, was largely ignored

• Healthcare providers struggled with how the platform would integrate with their existing systems

• The onboarding process (originally estimated at 15 minutes) actually took over 40 minutes with real users

This insight led to a complete pivot of the platform. We created a more focused emergency response service with streamlined onboarding. We deprioritised medication management and built integration capabilities for healthcare providers.

The revised product launched for £7M (versus the original £17M budgeted) and achieved sustainable unit economics within 6 months; something their financial models showed would have been impossible with the original concept.

Without testing the full service journey through a prototype, they would have built the wrong product.

How to run a Concept Prototype test

To run this test effectively, you'll need:

• A prototyping tool (Figma, InVision, etc.)

• A comprehensive service journey

• Representative users from all sides of your marketplace or service

1. Prototype the business, not just the product

Most teams only prototype the user interface. Instead, create experiences that test:

• The entire value proposition

• Key monetisation moments

• Critical handoffs between digital and human components

• The full customer lifecycle from acquisition to retention

2. Design for decisions, not details

Don't get caught in pixel-perfect designs. Focus on creating experiences that will test:

• Whether customers understand the value proposition

• If they'd actually pay for it (and how much)

• Which parts of the service they value most

• Where the operational challenges might emerge

3. Simulate the ecosystem

New products rarely exist in isolation. Your prototype should include:

• Interfaces with existing systems

• Partner interactions

• Regulatory touchpoints

• Customer service scenarios

4. Test with all stakeholders

For a product to succeed, multiple parties need to see value:

• End users/customers

• Internal operators

• Partners and suppliers

• Regulators (when applicable)

5. Measure what matters for the business

Look beyond usability to assess:

• Willingness to pay at different price points

• Operational complexity and cost implications

• Customer acquisition challenges

• Retention drivers and concerns

What most teams get wrong

The biggest venture prototype mistakes we see are:

• Prototyping only the customer-facing digital interface

• Ignoring operational complexity and partner ecosystems

• Testing with friendly users who already understand the concept

• Only measuring whether users "like it" instead of if they'd pay for it

Try this next week

Think of a product your team is considering investing in. Map the entire service ecosystem. Create a prototype that simulates key interactions across the journey. Test with representatives from all sides of your marketplace or service. Pay special attention to monetisation points and operational handoffs.

You'll get more insight from two weeks of comprehensive prototype testing than from six months of business planning.