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  • Writer's pictureAdam Mattis

Accelerating Innovation: The Strategic Advantage of Design Iterations for Rapid Prototyping

Valor Cycles: A Lesson in Rapid Prototyping
Valor Cycles: A Lesson in Rapid Prototyping


In 2019, I launched a venture called "Valor Cycles" with the goal of creating 3D-printed carbon fiber road bicycles at scale. To prove the concept, my team and I leveraged the concept of design iteration to build a prototype bike and validate our assumptions within a week. Though the venture failed, the lessons learned through rapid prototyping and engineering were invaluable. What follows is a description of the framework we followed.


In an economic landscape defined by rapid change and increasing complexity, agility, and speed in product development are not just beneficial—they are imperative for survival. Throughout my career leading consulting teams, we have emphasized the strategic importance of adopting agile methodologies to expedite innovation and maintain a competitive advantage. The Design Iteration framework for rapid prototyping, conceptualized by Google Ventures, epitomizes this agile ethos, offering a five-day structured process for rapid problem-solving and prototyping. This blog post elucidates the strategic value of Design Iterations and their efficacy in catalyzing rapid prototyping.

Day 1: Map and Define

The initial stage of the Design Iteration is dedicated to building a comprehensive understanding of the challenge at hand. It brings together a multidisciplinary team to create a common foundation of knowledge. The aim is to achieve a holistic grasp of the problem space and select a target for the iteration. This collaborative approach ensures that the problem is viewed through multiple lenses, enabling a well-rounded strategy for tackling complex business issues.

Day 2: Explore Solutions

Innovation depends on the generation of diverse and creative ideas. The exploration phase encourages the team to ideate without constraints, fostering an environment where radical concepts can emerge. Techniques such as 'Crazy 8s' stimulate a flurry of idea generation, leading to a rich array of potential solutions. This process values quantity as a path to quality, ensuring a robust selection from which the most impactful solutions can be identified.

Day 3: Focus and Decide

The central value of the Design Iteration is its capacity for convergence—honing in on the most viable solution from the multitude of options. On the third day, the team employs objective critiques and consensus-building exercises, such as dot voting, to select the singular concept that will be prototyped. The decision-making process is both democratic and data-driven, leading to the selection of a solution that aligns with the strategic objectives defined at the outset.

Day 4: Prototype Development

Translating ideas into actionable prototypes is at the heart of the Design Iteration process. Day four is devoted to developing a high-fidelity prototype that can be deployed in a real-world context. The aim is to visualize the proposed solution in a form that is both tangible and testable, bypassing the need for a full-scale development process. This rapid prototyping is instrumental in enabling immediate feedback and iterative improvement.

Day 5: Validate Through Testing

Validation is the final and crucial phase of the Design Iteration. It involves user testing to evaluate the prototype's effectiveness and to gather actionable insights. By observing real users interacting with the prototype, the team can quickly ascertain the strengths and weaknesses of the proposed solution, providing a clear direction for further development or necessary pivots.

Strategic Implications:

Design Iterations offer a compelling strategic advantage by significantly condensing the time frame from ideation to validation. This process aligns with an ethos of client-centric and efficient solution development, allowing organizations to rapidly iterate and refine their offerings in response to evolving market demands. It underscores our commitment to fostering a dynamic approach to innovation—one that reduces risks, optimizes resources, and enhances cross-functional collaboration.


The evolved approach to innovation is one that values both speed and rigor. The Design Iteration framework for rapid prototyping is an embodiment of this philosophy, serving as a powerful tool for organizations striving to outpace the relentless speed of change. By adopting this method, companies can not only streamline their product development cycles but also instill a culture of swift innovation and strategic agility. We encourage leaders to consider integrating Design Iterations into their innovation strategies to drive their organizations forward with confidence and precision.

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