Michael Schrage has an awesome post
on why prototypes have to be tested
with users.
“Any innovator deploying
any prototypes in the field
can’t possibly assess
the economics and costs
of staggered roll-outs,
staggered builds and
optimization trade-offs
independent of the people
who will actually be using those prototypes.
Their level of training,
their abilities to observe and report,
their mistakes and misunderstandings,
the natural variability they individually introduce
are costs and risk factors
that invariably influence
design decisions around the prototype.”
***
“The great German General von Moltke
once observed that,
“All plans evaporate
on contact with the enemy.”
For serious innovators,
that aphorism becomes,
“All prototypes evolve
on contact with the user.””
Marketing copy, programs,
heck, ANY project
should be tested
with the end users
as soon as possible.