If you want your clients, stakeholders or even team members to understand and appreciate your idea for this new, great app, you have to make things MOVE! Actually, It is a real shame to neglect the importance of a ‘good move’ when deciding how to present your design.
One moving prototype is able to vastly enhance the overall user experience. It also affects the future of your design. Namely, even though static app prototypes could be easier to prepare, the truth is these definitely make more harm than good in the long run. How is this possible?
First of all, picture is not able to communicate your idea in a proper way. You might have put lot of thinking in how that smooth scroll should feel and look like, but the question is - will anyone be able to grasp it from the simple glance on your mockup?
Just take a look on a client trying to understand how their brief is implemented, while being introduced with static pictures showing some series of screens e.g. Even though you are lucky enough that your client have a clear idea of what they want, there is a real treat here they will not be able to figure out that you actually already provide them with a great solution. It is hard to identify the ideas with something that is behaving so different from the final product. Not to even mention the result of presenting your not-moving-concept to a client-not-sure of what they actually want. In this situation especially, presenting your clients with moving, even better, interactive prototypes, guarantees interest and involvement with the product from the very beginning of its development. This makes easier to understand your client and even to enhance your chances to keep the one.
Furthermore, the static pictures are not the communication obstacle only for the client you are presenting with the solution. Let’s talk about your fellow developers. Even if they do have a special interest in design, their job here is to code. And their time is expensive. So, once you come to them with your autistic static prototype, do not be surprised if they don’t understand it properly. Or if they make something not even similar to your imagination product. The saga continues - in better scenario they ask you to go few steps back and prepare more thoroughly explained directions. In worse case, developers already developed/started developing the product which doesn’t really resemble what you had in mind. Next thing, you find yourself stopping the process and asking for a new chance, this time with more clear instructions on what should be the end result. Of course, this is also when money starts being spent irrationally.
In short, the neglecting of the usefulness of interactive prototyping is pretty expensive. The reality is that clients do change their minds from time to time, or that they don’t have clear ideas on the requested product. Simple and direct instructions are important for the developers as well. So, why not making it easier for everyone and announce the end of static prototypes, once and for all.
Do not hesitate to write your views on prototyping! Your comments are more than welcome.