<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) face increasing pressure to adapt their products to changing consumer preferences, technological developments, and market competition. This study examines the application of Evolutionary Prototyping in product development at Zamrud Mebel, a furniture MSME in Gunungsitoli City. The study aims to describe the implementation stages, identify challenges encountered during iterative development, and examine consumer responses to product modifications. A descriptive qualitative case study approach was employed, with data collected through direct observation, in-depth interviews with the MSME owner, production personnel, and consumers, and documentation. The findings show that Evolutionary Prototyping was implemented through three iterative cycles involving initial prototype development, functional testing and consumer feedback, and finalization and feature optimization. The process enabled the identification and correction of design deficiencies before mass production and reportedly reduced material waste by up to 25%. However, implementation was constrained by time, human resource adaptation, and additional development costs. Overall, Evolutionary Prototyping provides an adaptive and participatory approach to improving product quality and alignment with consumer needs in non-digital MSMEs.]]>
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