Prototyping reduces risk and helps avoid costly changes by testing and iterating on potential service design changes before a service is fully built. Instead of waiting until the service is almost ready for launch to begin testing, trying out prototypes in the real world reduces the risk of investing in a flawed concept. Prototypes also let the development team be involved early on to understand the implementation needs.
Because people can see and feel the prototype, individual visions and viewpoints merge into a shared goal. This common ground reduces risks of miscommunication, missed requirements and inaccurate expectations. By allowing the team and stakeholders to see ideas in action, prototyping helps decision makers feel more confident that they have selected the right direction for the service