Growth & Strategy
Personas
SaaS & Startup
Time to ROI
Medium-term (3-6 months)
Last year, a potential client approached me with an exciting opportunity: build a two-sided marketplace platform. The budget was substantial, the technical challenge was interesting, and it would have been one of my biggest projects to date.
I said no.
Not because the project wasn't good, but because they had the wrong mindset about what makes a prototype actually work. They wanted to "test if their idea works" by building something complex and feature-complete. They were optimizing for perfection when they should have been optimizing for love.
Here's what I've learned after years of watching founders build products that nobody wants: the difference between a prototype and a lovable prototype isn't features—it's the emotional connection users feel when they first interact with your product.
In this playbook, you'll discover:
Why most prototypes fail before they even launch
The counterintuitive approach to building products people actually want
My framework for creating prototypes that generate genuine user love
When to say no to building (even when clients are willing to pay)
How to validate demand before writing a single line of code
If you're tired of building products that get polite feedback but no real engagement, this approach will change how you think about early-stage product development. Let's dive into why most SaaS founders are approaching prototypes completely wrong.
Industry Reality
What founders think prototypes should do
Walk into any startup accelerator or browse through Product Hunt, and you'll see the same pattern everywhere: founders building impressive demos instead of lovable products.
The conventional wisdom tells you to:
Build feature-complete prototypes that showcase all your planned functionality
Focus on technical sophistication to impress investors and early users
Create polished interfaces that look like they belong in an app store
Demonstrate scalability from day one with robust architecture
Include every feature you think users might eventually need
This advice exists because it feels logical. Investors want to see that you can execute. Users expect polished experiences. Competitors are building impressive products, so you need to match them.
But here's the problem: impressive doesn't equal lovable.
I've watched founders spend six months building "perfect" prototypes that get great demo feedback but zero organic adoption. They optimize for the 30-second pitch instead of the 30-day user experience. They build products that people can use but don't want to use.
The result? Beautiful products that die quietly because nobody actually cares about them. The market is littered with technically impressive prototypes that failed to create any emotional connection with real users.
There's a better way, and it starts with understanding what makes users fall in love with products in the first place.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
I learned this lesson the hard way when I was evaluating that marketplace project. The founders had done their homework—they knew about no-code tools, AI assistance, and rapid prototyping. They could build anything they wanted, quickly and cheaply.
But their fundamental assumption was wrong. They believed that if they could just build their vision and put it in front of users, they'd know whether it was worth pursuing. They were treating their prototype like a science experiment instead of a relationship builder.
This reminded me of every failed project I'd seen over the years. Founders who built first and asked questions later. Products that solved problems nobody actually had. Features that impressed other founders but confused real users.
The breaking point came during our second meeting. They showed me their detailed wireframes—37 screens of complex workflows, user dashboards, matching algorithms, and payment systems. It was comprehensive. It was logical. It was completely disconnected from whether anyone would actually want it.
When I asked about their target users, they had demographics but no names. They had market research but no conversations. They had a business model but no evidence that people would pay for the solution.
They wanted to spend three months building a product to test if people wanted it, instead of spending three days testing if people wanted it before building the product.
That's when I realized that most founders are approaching prototypes backwards. They're optimizing for building confidence instead of user love. They're creating elaborate solutions to validate simple problems.
So I made a decision that surprised them: instead of taking their money to build their platform, I challenged them to prove demand first. Not with code, but with conversations. Not with features, but with genuine interest from real people who would actually pay for the solution.
Here's my playbook
What I ended up doing and the results.
Here's the framework I've developed for creating prototypes that users actually love, based on what I've learned from saying no to that project and many others like it:
Step 1: Start with the love story, not the feature list
Before writing any code, you need to understand the emotional journey you want users to experience. What problem keeps them up at night? What would make them text their friends about your solution? What would make them willing to use a broken, imperfect prototype because the core value is so compelling?
For that marketplace project, the founders needed to identify specific people who were actively struggling with the problem they wanted to solve. Not theoretical users, but real humans they could name and contact.
Step 2: Build the smallest possible thing that delivers emotional impact
This is where most founders go wrong. They build horizontal (many features) instead of vertical (deep value). A lovable prototype isn't feature-complete—it's emotionally complete. It solves one problem so well that users prefer your broken prototype to their current solution.
Instead of 37 screens, I recommended they start with a simple landing page and manual matchmaking via email. No algorithms, no payments, no dashboards. Just pure value delivery to prove the core emotional impact.
Step 3: Optimize for "wow" moments, not "wow" technology
The goal isn't to impress other developers or investors. It's to create moments where users think "holy shit, this actually works for me." These moments come from solving real problems, not from clever engineering.
I've seen lovable prototypes built in Google Sheets that generated more user enthusiasm than sophisticated platforms built with the latest tech stack. The technology is just the delivery mechanism—what matters is whether it delivers genuine value.
Step 4: Design for forgiveness, not perfection
Lovable prototypes are obviously imperfect, but users forgive the roughness because the core value is so strong. This is actually an advantage—it gives you permission to be human, to iterate quickly, and to have real conversations with users about what's working and what isn't.
Perfect prototypes create distance. Imperfect but valuable prototypes create relationships.
Step 5: Measure love, not usage
The metric that matters isn't how many people use your prototype—it's how many people actively want it to succeed. Are they giving you feedback? Telling others about it? Asking when features will be available? Offering to pay even though it's not ready?
This is the difference between polite interest and genuine love. Love creates evangelists. Polite interest creates churn.
Emotional Core
Focus on the feeling users should have when using your product—build around that emotion instead of around features
Manual First
Start with manual processes to understand what users actually value before automating anything
Relationship Building
Treat your prototype as a way to build relationships with early users rather than as a product demo
Love Metrics
Track genuine enthusiasm (referrals, feedback, willingness to pay) rather than vanity metrics like signups or sessions
The results of this approach have been consistently surprising across every project where I've applied it.
When founders focus on building lovable prototypes instead of impressive ones, they typically see:
Higher genuine engagement—users who actually want the product to succeed
Faster iteration cycles—easier to change when you're not committed to complex architecture
Better product-market fit signals—real enthusiasm vs. polite feedback
Lower development costs—you build less overall because you focus on what actually matters
The marketplace founders? They took my advice and started with manual matchmaking. Within two weeks, they had their first paying customers and a waiting list of people wanting the full platform. They realized their original 37-screen vision was solving the wrong problems.
More importantly, they built a foundation of users who were genuinely invested in their success. When they finally did build the platform six months later, they had real users guiding every decision instead of theoretical requirements driving development.
The counterintuitive truth is that lovable prototypes often lead to less building, not more. When you start with genuine user love, you discover what you don't need to build just as much as what you do.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
Here are the key lessons I've learned about creating prototypes that users actually love:
Love beats perfection every time—Users forgive rough edges when the core value is strong
Manual processes reveal true requirements—Don't automate until you understand what users actually value
Emotional connection drives adoption—Features get users, feelings keep them
Less can be more valuable—Deep value in one area beats shallow value across many areas
Real users are your best feature specs—Their problems should drive your development priorities
Prototype for relationships, not demos—The goal is ongoing engagement, not one-time impressions
Forgiveness creates loyalty—Imperfect products with responsive teams often win against perfect products with distant teams
The biggest mistake I see founders make is treating prototypes like products instead of like conversations. A prototype should start a relationship with users, not end the development process.
If you remember nothing else, remember this: your prototype isn't a product demo—it's a love letter to your future users. Write it accordingly.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS startups building lovable prototypes:
Start with manual onboarding and support to understand user needs
Focus on one workflow that creates immediate value
Build feedback loops directly into the prototype experience
Prioritize product-market fit signals over feature completeness
For your Ecommerce store
For ecommerce businesses creating prototype experiences:
Test product-market fit with simple landing pages and pre-orders
Use manual fulfillment to understand the entire customer journey
Focus on the emotional experience around your product category
Build community around the problem before building the solution