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Concept Validation
It was a highly collaborative process. They took the time to become well-versed in the intricacies of our business, and instead of big reveals at set milestones, we were in constant communication throughout the process. That enabled us to experiment with a wide variety of ideas and to incorporate findings quickly.
Yosuke Hall
Co-Founder
Carma
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A validation project's job is to make the team argue about the right things faster. UntilNow runs concept validation sprints designed to test ideas with real users, surface the questions worth answering, and produce shippable decisions, not pretty deliverables that sit in a Drive folder.
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How we do it?
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Services
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What we offer
Our Concept Validation Services
We run concept validation as a decision tool. The goal isn't to produce a polished artefact, it's to get the right answer to the right question fast enough that the team can act on it.
Concept Validation Sprints
Focused sprint engagements pairing concepts with real user testing, producing evidence on whether the bet is worth building.
High Fidelity Prototypes
Interactive prototypes built for stakeholder review, user testing, and design validation, with real interactions and content.
Wireframe and Low Fidelity Testing
Earlier stage wireframes and low fidelity flows for teams shaping the structural decisions before visual design starts.
Functional Concept Testing
No code or lightly coded builds for concepts needing real data, real auth, or real backend behaviour to validate properly.
User Testing and Synthesis
User testing rounds, synthesis, and recommendations designed to feed directly into design and build decisions.
Validation for Investment Cases
Concept validation designed for fundraising, board pitches, or leadership alignment, with prototypes shaped around the moments that matter most.
How do we do it?
Benefits of Working with a Concept Validation Agency
Done well, concept validation replaces internal debate with external evidence. We build ours to do exactly that.
Test the idea, not just the screen
Validation designed around the strategic question, with fidelity and scope shaped by what needs to be answered, not what looks impressive.
Decisions in weeks
Sprint based engagements producing evidence in 2 to 4 weeks rather than dragging into long design phases.
Built for handover
Findings and prototypes designed to feed directly into design, engineering, or build decisions.
Right fidelity by default
We pick the lowest fidelity that answers the question, not the highest fidelity that looks polished. Saves time, money, and avoids validation theatre.
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Results
4.8
4.8 Star rating up from 2.5
4
weeks
design & build
In-house
No dev in the loop
A$
25
M
Series A
3
x
MRR following brand launch
60
60% Growth in e-commerce in 3 years
Testimonial
In their words
It was a highly collaborative process. They took the time to become well-versed in the intricacies of our business, and instead of big reveals at set milestones, we were in constant communication throughout the process. That enabled us to experiment with a wide variety of ideas and to incorporate findings quickly.
Yosuke Hall
Co-Founder
Carma
Work
Concept Validation Services
Engagement
How we work
We offer three engagement models — Projects, Retainers, and Fractional support — designed to meet teams where they are. Each can be tailored to your scope, pace, and internal structure.
Projects
For work with a clear shape: defined scope, fixed timeline, and deliverables that can be quantified end-to-end.
Fixed Scope
Websites, brand identities, design systems, and apps where the deliverables and timeline are locked in upfront.
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Discovery
Strategy, positioning, and innovation work where the answer emerges through research and iteration, not a brief.
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Retainer
For ongoing work where you need a design partner, not a one-off engagement. Plug in an individual or an embedded team.
Design and Development
Continuous product design support: feature work, UI iteration, and design QA delivered across sprints.
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Go To Market
Ongoing brand stewardship: campaign design, content systems, and brand evolution as your business grows.
Fractional
Senior expertise on tap, across design, product, brand, tech, and ex-founders. The experience without the full-time hire.
Integrated
A specialist embedded in your team for a defined stretch: leading projects, training hires, or filling a gap.
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Advisory
An external sounding board for founders with the day-to-day handled. Hard problems, decisions on demand.
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Additional
Venture Investments
When it makes sense for everyone involved, we exchange our services for equity. This is typically done on a part cash, part equity basis (just think of us as a value-adding angel investor). In select cases, we will also act as the design co-founder on a new venture.
Project-based
Suitable for short projects where the scope and team are well defined and the project can be accurately quantified end-to-end.
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Retainer-based
Suitable for projects where the scope is subject to change and/or where resources are needed on an ongoing basis.
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Co-Creation
Tell us what you need and we will work with you to define the best approach.
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FAQs
Concept Validation Services
Do I need a prototype or a wireframe?
Depends on the question. Wireframes work when you need to shape structure, navigation, or information architecture. Prototypes work when you need to test interactions, decisions, or user behaviour. The biggest mistake is building a high fidelity prototype to answer a structural question, or vice versa, both produce noise instead of clarity.
How long does a high fidelity prototype take?
A focused interactive Figma prototype typically takes 1 to 2 weeks. Larger prototypes covering multiple flows, complex states, or paired with user testing usually run 3 to 4 weeks. Concept validation sprints with prototype plus user testing rounds typically run 2 to 4 weeks end to end.
Can prototypes be tested with real users?
Yes, and they should be. The whole point of a prototype is to put it in front of users and learn something. We pair prototypes with user testing as part of most concept validation engagements, including recruitment, moderation, and synthesis. We can also hand off testable prototypes for in-house research teams to run.
Do you hand off prototypes to engineering?
Yes. Prototypes are designed to feed into design and build decisions, with clear annotations, component logic, and specs where engineering needs them. For prototypes built in Figma alongside design system work, the handoff is even tighter, with components reused directly into build.
What's the difference between a prototype and an MVP?
A prototype is built to test an idea. An MVP is built to ship to users. Prototypes are usually shorter lived, lower fidelity in some areas (often without real data, auth, or backend), and built primarily for learning. MVPs are production grade, designed to validate with real users in market. We help you decide which one you actually need.
When should we prototype before building?
Whenever the cost of building the wrong thing is higher than the cost of prototyping. That's most of the time, but particularly true for new product bets, complex flows, regulated industries, or anything where the team is divided on direction. A two week prototype can save months of building the wrong thing.
Do you run user testing as part of prototyping?
Yes. Many prototyping engagements include 2 to 3 rounds of user testing with recruitment, moderation, and synthesis. Testing isn't always required, sometimes the prototype is for stakeholder alignment or design exploration, not external validation. We help you scope the right mix.
Can you build a prototype to pitch to investors or leadership?
Yes. Prototypes built for fundraising, board pitches, or leadership alignment are common, particularly for early stage products that need to show the future state without the full build cost. The work focuses on the moments that matter most for the audience, with everything else shaped to support the central pitch.
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