Executive Summary (This is a document excerpt)

Prototypes are effective tools for creating, iterating, and evaluating potential site designs. But the process of evaluating Web design alternatives can get derailed when project teams don't control extraneous variables in prototypes or when they let personal bias influence their decisions. To minimize these risks, project teams need to focus on one design aspect at a time, set standards for prototyping tools and presentation, and keep design personas and brand statements at the core of prototype evaluations.

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