We use prototyping to make it easier to focus on UX design elements: site structure, flow, and functionality. Prototyping involves building out a working model of a website with all of its design elements removed.
This process helps answer important questions before design. Does the menu structure and location follow a user’s mindset? How is related content linked? Where is key conversion content placed?
By working through a prototype, you get to fully test how your website will work without yet having to make decisions about the shape and color of buttons, or having all of your team photos ready.