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Bringing ideas to life – the dimensions of prototyping
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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 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.

Published in: Design, Technology, Business

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  • 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