Product development is a major investment—but it becomes expensive when you’re developing a product nobody wants. Adding unnecessary features that users don’t need can inflate costs and delay time to market.
At Pilotfish, we follow a structured development methodology outlined in our project landscape. Prototypes are built and tested frequently by both designers and engineers to check functionality and performance—standard practice in product development. But we also recommend testing those prototypes with users and potential buyers.
This is where a key distinction comes into play: the difference between verification and validation.
Verification: Are We Building the Product Right?
Verification checks whether the product meets the specified requirements at a given stage of development. It ensures the product is built correctly from a technical standpoint.
Common methods include:
- Functional testing (e.g., performance, drop tests, water and dust resistance)
- Accelerated life cycle testing
- Compliance testing
Validation: Are We Building the Right Product?
Validation is about making sure the product aligns with user needs and market demand. Even if it works flawlessly, a product will fail if no one wants it.
Common methods include:
- User testing
- Field testing
- Market testing (e.g., trade fairs, online surveys, interviews)
- Success in investments or crowdfunding campaigns
Common Pitfalls in Validation
Confirmation Bias
Looking only for evidence that supports your assumptions can distort results. It's important to actively seek disconfirming feedback.
Users ≠ Buyers
The user isn’t always the one making the purchase. For example, in B2B markets, professionals use the product, but businesses make the buying decisions. In healthcare, medical devices are often paid for by insurance companies but used by healthcare providers and patients. Validation should account for all decision-makers.
Break Development into 3-Month Phases
While success is never guaranteed, you can recognize early signs of poor market fit. To avoid costly errors, divide your development into smaller phases and aim to build a prototype every three months. Test these prototypes for:
- Technical feasibility
- User experience
- Market interest
If your Kickstarter campaign underperforms or investors hesitate, it’s a signal to revisit your business model or feature set.
Why 3 Months?
1. Maintain Stakeholder Support
Frequent progress builds confidence. A new prototype every three months keeps stakeholders engaged and helps secure ongoing support or funding.
2. Reduce Costs Early
Fixing problems late in development is expensive. Testing early prototypes saves time and budget by catching issues sooner.
3. Stay Competitive
Speed matters. Too fast, and your product may be immature; too slow, and you risk losing market share. A steady 3-month cycle helps you move at the right pace.
Ready to strengthen your product development process?
At Pilotfish, we help teams build the right product—and build it right. Whether you're refining an early concept or preparing for manufacturing, our experts guide you through each V&V cycle with clarity and confidence.
Let’s talk about your next prototype.
