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Prototyping is an important part of the UX & UI design service because it provides designers and clients a way to test their ideas in a real-life setting before spending time developing and implementing them. A prototype also allows the client to give feedback on whether or not they are able to understand the product, how they found it, and whether they would use it again in the future. This can significantly cut down on development costs because bad ideas can be easily discarded at this stage instead of having to be scrapped after already being worked on.