Prototypes serve as evolving trial versions of a website, refined incrementally through iterative processes until they closely resemble the final product. Initial prototypes, often referred to as 'mockups,' might begin as paper prototypes or storyboards, outlining wireframes or screen layouts. These evolve to incorporate visual elements for key static pages using tools like Adobe Photoshop. Eventually, fully functional prototypes emerge as HTML code is developed. The objective is to facilitate collaborative reviews and feedback between design agencies, development teams, and marketing personnel, leading to site enhancements. Prototyping streamlines development compared to traditional approaches with prolonged requirements determination. Each prototype iteration encompasses these stages:
Analysis
Understanding the needs of the site's audience and aligning them with business requirements, as defined by business and marketing strategies, along with insights from previous prototypes.
Design
Specification of various site features to fulfill user and business requirements identified during the analysis phase.
Development
The actual creation of web pages and dynamic content for the website.
Testing and review
Structured assessments are carried out to ensure different aspects of the site meet the initial requirements and function as intended.
Adapted from: Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation, and practice (Vol. 5). Harlow: Pearson.