Why Focusing on the Surface First Fast-Tracks Winning Solutions
A coffee entrepreneur dreamed of bringing his high-quality beans to people everywhere, not just in his handful of stylish cafés. As the team worked on taking their special experience online, they realized that many key details—like how beans are organized or recommended—mattered less than the first things a new customer saw and felt. Instead of coding up elaborate software or worrying about shipping logistics, they focused on developing and testing a simple, beautiful homepage and buying flow. They explored ideas like adding a flavor wheel or simple questions that a café barista uses, letting a website feel just as welcoming as a real shop.
Without investing heavily in infrastructure, the team prototyped several versions of just these first pages, gathering honest responses from real people. Some versions fell flat (“cheesy” and untrustworthy), but two prototypes—one using a familiar, conversational question and one showing clear, friendly descriptions—earned excitement and trust from new users. By iterating on these easily tested, surface-level experiences, the business knew what to build for their full launch. Their online sales doubled, and customers recommended the company to friends. The technical systems and shipping processes were built only once the front-facing experience proved it could win.
Behavioral science consistently shows that real-world reactions are shaped most by the first moments of a user’s or customer’s experience. Surface-level cues drive trust and comprehension. By making the surface realistic before investing in complexity, teams learn faster, waste less, and create more delightful solutions.
Start by sketching only what the customer actually sees or interacts with—maybe just a homepage, menu, or packaging. Don’t touch the underlying systems; instead, show those surface elements to potential users and listen to what they feel, not just what they say. It’s amazing how much you’ll learn about what delights, confuses, or turns them away. Hold off on building anything real until you know you’ve got those first impressions nailed. You’ll save energy, money, and hassle—and you’ll build something people truly value.
What You'll Achieve
You’ll quickly identify which ideas truly resonate with customers, build only what matters, and dodge wasted effort on costly back-end systems or features that no one cares about.
Prototype Just the Experience, Not the Whole System
Sketch or build just what users see.
Plan your prototype around the first thing a customer will experience—a website homepage, a service interaction, or even product packaging.
Ignore the backend details for now.
Don’t waste days perfecting systems or technology no one sees. Focus on the appearance and the initial interaction before worrying about how everything works behind the scenes.
Rapidly test emotions and comprehension.
Show your prototype to real people that match your target audience, and gauge if they actually understand it and care about it. Their confusion or delight helps you pinpoint what really matters.
Reflection Questions
- When have you over-invested in details before showing something to others?
- What’s the very first thing you want your customer or user to experience?
- Who could you share a “surface-only” prototype with this week?
- How do you know if first impressions of your idea are working?
Personalization Tips
- If you're launching a homemade product, mock up the label or packaging design and get feedback before building the supply chain.
- For a class project, create a fake homepage for your app to see if classmates get the idea before coding anything.
- Trying to open a café? Offer sample menus and décor boards to neighbors and see if they’re intrigued by the vibe.
Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days
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