The second phase called Prototyping, crystallizes the findings uncovered in Exploration. Concepts and strategies are realized through the creation of content maps, project specifications, imagery, and prototypes, providing the foundation for the building and development phase of the project (Creation). Two critical paths are charted for the Prototype phase: (1) information architecture and design and (2) technology. Both of these paths are closely linkedse paths are closely linked to the functionality and practical usability of the site.

Rare Medium teams map out every aspect of the proposed site. By synthesizing data from use-case scenarios, navigation requirements, Rare Medium's User Experience team defines the information architecture of the site. Page layouts are represented using wire frames and mock-up techniques. In-lab usability testing is conducted to collect input from actual client end-users. Graphic elements, color schemes, and general Look and Feel standards are created and submitted for Client approval.

The Technical team creates a series of small-scale “proof of concept” prototypes to test coding for high-risk site interactions. Network and database architectures are finalized and third-party applications, necessary to provide site functionality are selected and inspected to determine whether customization is necessary. Team members compile a comprehensive list of technical resources (third-party software, middleware, and hardware) as a bill of materials to accompany the blueprints.

The net result of the Prototyping phase is a detailed set of specifications regarding the visual and technical aspects of the site from which the final product can be built, a list of necessary materials to build the product, and a schedule for the subsequent phase, Creation.