bringing ideas to life – the dimensions of prototyping
DESCRIPTION
The presentation looks at different dimensions of prototyping in the service design field. Proto-typing is often used as a tool to communicate ideas and refine the design. The presentation suggests that prototyping is valuable beyond that. It discusses how prototyping can be explicitly used to • Create a common understanding amongst co-designers • Communicate an idea to clients and co-designers • Test ideas with users • Co-design with clients, users and fellow designers The presentation gives an overview of proto-typing methods for the service design field and analyses the strengths and weaknesses of various methods throughout the design process. It concludes with a guide for practicing service designers, which suggests when to use which prototyping methods. This includes concepts models, role plays, scena-rios, low-fi-prototypes, experience prototypes, physical models and spatial interaction. The speakers draw from their experience in service design projects at Fjord, Nokia, inventedhere and the HPI School of Design Thinking.TRANSCRIPT
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Bringingideas to lifethe dimensionsof prototyping
S D N G E R M A N Y C O N F E R E N C E 2 0 1 2 / J U N E 2 2 , 2 0 1 2
Katrin DribbischManuel GroßmannMartin JordanOlga Scupin
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MartinUser Experience,Nokia
OlgaBusiness &Media Studies
KatrinResearchAssociate,WZB
ManuelDesigner,Fjord
Who are we?
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Prototyping is important.
The requirementsfor prototyping have changed.
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Icons: Simon Child / The Noun Project
Contexts of prototyping
Product = an object Product = usageof an object
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Images: Daimler AG
Prototyping for objects
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Prototyping for services
Images: Daimler AG
drive
communicate
welcome
register
locate
enter
start
enjoy
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Ways of prototyping:
A service system with numerous touchpoints requires differentkinds of prototypes.
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Concept Model
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• visually describes dependencies & relationships between service components
Concept Model
overall service system
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Scenario
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• can illustrate the experience, the entry points to a service and parts of the service lifecycle
• allows empathy and offers a quick understanding of the envisioned situation
• multiple versions of a scenario can show different features and directions
Scenario
user journey through the entire service
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Low-fi prototype
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• a rough prototype feels more inviting to actively contribute and tweak it
• allows in situ adjustment and consecutive feedback
Low-fi prototype
screen interaction & printed matter
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Physical model
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• LEGO figures & building blocks are flexible and easily adaptable, familiar & immediately invite engagement
Physical model
spatial interaction & object appearance
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Roleplay
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Roleplay
• acting out the entire experience including personas and thereby creating an understanding of what a service feels like
• very valuable tool at the beginning of the design process
experience of individual & chain of touchpoints
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Different dimensions of prototypes:
What else can they do other than“refine the design”?
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Create a common understandingamongst co-designers
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• create a common understanding of how a service works early in the design process
• materialise thoughts: doing not talking
• synchronise a team
Create a common understandingamongst co-designers
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Communicate an ideato clients and co-designers
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• communicate at an early development stage
• answer questions about a product or service
• encourage active participation of all stakeholders involved
Communicate an ideato clients and co-designers
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Test ideas with users
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Test ideas with users
• involve real users early in the design process
• ‘fail early, fail often, fail cheap’
• identify pain points & latent needs
• check feasibility in time
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Co-design with clients,users and fellow designers
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Co-design with clients,users and fellow designers
• involve clients and users in co-creating and co-designing solutions
• motivate fellow designers, clients and users to offer feedback
• choose prototyping methods which encourage participation
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Social dimensionof prototyping
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Social dimensionof prototyping
• prototypes serve as icebreakers and social connectors
• help to communicate on an emotional level
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So how to bring ideas to life?
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Ways of prototyping
Concept model
Scenario
Low-fi prototype
Physical prototype
Roleplay
….
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Create a commonunderstanding
Dimensions of prototyping
Communicate an idea
Test ideas
Co-design
Icons: Ugur Akdemir, Chris Lee, P.J. Onori, Ulrich Pohl / The Noun Project
Socialdimension
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Audiences
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What’s yourexperience?
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