Multiple-prototypes-UxcampVienna2012

370 views
321 views

Published on

Published in: Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
370
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Multiple-prototypes-UxcampVienna2012

  1. 1. Why making and sharing multiple prototypes leads to better design. UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  2. 2. Why prototype at all?● Helps people summarize ideas● Demonstrate progress and expertise● Shows implicit design vocabulary● Grounds group communication and decision making UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  3. 3. Web advertisement studies● Why multiple prototyping works from a cognitive + psychological point of view● Why web advertising? Quality measurable by quantitative and qualitative criteria● Parallel Prototyping Leads to Better Design Results, More Divergence, and Increased Self-Efficacy (Steven P. Dow, Alana Glassco, Jonathan Kass, Melissa Schwarz, Daniel L. Schwartz, and Scott R. Klemmer - Stanford University) http://hci.stanford.edu/publications/2010/parallel-prototyping/ParallelPrototyping2010.pdf● Prototyping Dynamics: Sharing Multiple Designs Improves Exploration, Group Rapport, and Results (Steven P. Dow, Julie Fortuna, Dan Schwartz, Beth Altringer*, Daniel L. Schwartz, Scott R. Klemmer - Stanford HCI Group, *Harvard School of Engineering and Applied Sciences) http://www.cs.cmu.edu/~spdow/files/PrototypingDynamics-CHI11.pdf UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  4. 4. Study 1: Parallel vs. serial prototyping● design web banners for a students-run design magazine - 5 prototypes and 1 final ad● Serial condition: written critique after each prototype● Parallel condition: written critique after 3 and after 2 more prototypes● Measurements: click-through rates, quality (experts rating), similarity (independent online raters), task-specific self-efficacy UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  5. 5. Study 1: Parallel vs. serial prototyping serial parallelUxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  6. 6. Study 2: Sharing Multiple Designs● 3 prototypes and 1 final for a student-run aids NGO● “Share Multiple”: create 3 prototypes and discuss with partner● “Share Best”: create 3 prototypes and discuss the best with partner● “Share One”: create and share one ad● Separates the effects of producing and sharing multiple designs UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  7. 7. Study 2: Sharing Multiple Designs Measurements● Quantitative like click-through-rates, time spent on site, pages visited;● Qualitative: quality rating (experts and users), similarity rating, group rapport UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  8. 8. Quality, Diversity and social factors like self-efficacy or group rapport increased in create and share multiple conditions Why? UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  9. 9. Comparing different solutions helps extracting principles UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  10. 10. Comparing leads to a better exploration of the design space and therefore more divergent solutions and higher quality; UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  11. 11. Exposure to examples enhances individual exploration.Other studies: participants are exposed toanonymous examples → copy ideas in same amountas generating new ideas UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  12. 12. increases conceptual blending● Conceptual blending = general theory of cognition. creative thinking process that involves blending two or more concepts in the same mental space to form new ideas”.● assumed to happen in everyday thought and language.● Examples in design: desktop, trash bin UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  13. 13. increases conceptual blendinghighly structured: use a morphological chart toexplore all possible solutions to a multi-dimensional,non-quantified problem complex. (Fritz Zwicky) UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  14. 14. Prevents justifying prior investments → noinvestment on one idea, but on creative process UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  15. 15. Separation of ego and object ● People give more substantive feedback on multiple prototypes ● Accept it easier, react less negatively. ● Investment in process not ideaUxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  16. 16. Discussing ideas creates shared ownership UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  17. 17. Multiple prototyping creates higherself-efficacy in design task → better quality UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  18. 18. Postponing critique encourages more divergenceUxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  19. 19. Prevents groupthinkpsychologicalphenomenon in adecision-makinggroup.Group members try tominimize conflict andreach a consensusdecision withoutcritical evaluation ofalternative ideas orviewpoints UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  20. 20. Some (relevant) causes for groupthink● High group cohesiveness = members posess bonds linking them together and to the group● Lack of neutral leadership● No norms for methodological procedures UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  21. 21. Experts can strategically explore promising subsets of the design space ● Experts created less diverse designs, but quality was higher ● Can mentally simulate design moves and consequences ● Can rapidly construct combinations UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  22. 22. Conclusion & Discussion● What does this mean for iterating design?● Many prototypes on cost of refining one?● What does this mean for real life work conditions? UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger
  23. 23. Contact Infowww.sarahpoetzelsberger.net@sarahpoetze UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger

×