The Importance of Ideation and Prototyping in the Design Process

In this chapter, the speakers discuss the example of a project where they went straight to coding without considering the functionality properly, resulting in wasted time. They emphasize the importance of the ideation phase and how prototyping should be used when closer to development. They highlight that differentiation and creativity are key to success and that focusing only on coding and logic can cause loss of sight for the target audience.