Bringing ideas to life – the dimensions of prototyping

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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.

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Bringing ideas to life – the dimensions of prototyping

  1. SDN GERMANY CONFERENCE 2012 / JUNE 22, 2012Bringingideas to lifethe dimensionsof prototypingKatrin DribbischManuel GroßmannMartin JordanOlga Scupin
  2. Who are we?Manuel Katrin Martin OlgaDesigner, Research User Experience, Business &Fjord Associate, Nokia Media Studies WZB
  3. Prototyping is important.The requirementsfor prototyping have changed.
  4. Contexts of prototyping Product = an object Product = usage of an objectIcons: Simon Child / The Noun Project
  5. Prototyping for objectsImages: Daimler AG
  6. Prototyping for services start enjoy drivecommunicate enter register Images: Daimler AG welcome locate
  7. Ways of prototyping:A service system with numeroustouchpoints requires differentkinds of prototypes.
  8. Concept Model
  9. Concept Model• visually describes dependencies & relationships between service components overall service system
  10. Scenario
  11. Scenario• 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 user journey through the entire service
  12. Low-fi prototype
  13. Low-fi prototype• a rough prototype feels more inviting to actively contribute and tweak it• allows in situ adjustment and consecutive feedback screen interaction & printed matter
  14. Physical model
  15. Physical model• LEGO figures & building blocks are flexible and easily adaptable, familiar & immediately invite engagement spatial interaction & object appearance
  16. Roleplay
  17. 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
  18. Different dimensions of prototypes:What else can they do other than“refine the design”?
  19. Create a common understandingamongst co-designers
  20. Create a common understanding amongst co-designers• create a common understanding of how a service works early in the design process• materialise thoughts: doing not talking• synchronise a team
  21. Communicate an ideato clients and co-designers
  22. Communicate an idea to clients and co-designers• communicate at an early development stage• answer questions about a product or service• encourage active participation of all stakeholders involved
  23. Test ideas with users
  24. 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
  25. Co-design with clients,users and fellow designers
  26. 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
  27. Social dimensionof prototyping
  28. Social dimension of prototyping• prototypes serve as icebreakers and social connectors• help to communicate on an emotional level
  29. So how to bring ideas to life?
  30. Ways of prototyping Concept model Scenario Low-fi prototype Physical prototype Roleplay . …
  31. Dimensions of prototyping Create a common understanding Communicate an idea + Test ideas Social dimension Co-designIcons: Ugur Akdemir, Chris Lee, P.J. Onori, Ulrich Pohl / The Noun Project
  32. Audiences
  33. What’s yourexperience?www.servicedesignberlin.deinfo@servicedesignberlin.de@sd_berlinfb.com/servicedesignberlin

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