Mock-ups as a tool for assessing customer value early in the development process

Purpose: This paper aims to propose an approach to broaden the focus of a low-fidelity prototype (i.e. mock-up) to enable user experimentation in a real environment at the early stages of the product development process. The functionality approaching a real solution enables customers to experience the key functionality, and therefore, the perceived customer value of the new product idea before major investments in the development. Design/methodology/approach: The study is based on an interventionist case study in a manufacturing company. The researchers were involved in the development of two new products and analysing the potential process and cost implications. Findings: Mock-ups enable the preliminary measurement of cost and value implications of a new product at the early stages of the development process. This holds significant potential for advancing development practices and reducing the uncertainties present in such processes. Thus, the business case at the early stage of the development process can be argued with “user-experienced” cost information and, therefore, also “perceived” customer value. Practical implications: The use of mock-ups to gain customer feedback is well aligned with the fail-fast mentality emphasised in the contemporary start-up scene, but this study also encourages developers/practitioners from mature industries to use mock-ups to assess perceived customer value. Originality/value: The originality of the paper lies in broadening the focus of mock-ups to enable user experimentation in a real environment at the early stages of the development process.