> But yes, the speed can really help. You can prototype and trial and improve the feedback loop. Based on what I’ve seen, prototyping has been always easy. You

> But yes, the speed can really help. You can prototype and trial and improve the feedback loop. Based on what I’ve seen, prototyping has been always easy. You don’t even have to build software for the first iteration. For UI stuff you can use a wire-framing tool. What has happened is that we abandoned the faster iteration methods (design think tank, quick demo and UX research,…) and we have full in on building the first idea that came in and fostering it on the users. That process is very slow and more often goes wrong.