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WS ISA’12PROTOTYPING FORINTERACTION EXPERIENCESMartin ZabaletaEvelyn RothVerena PessimMurilo GomesElder Martins
Index    Agenda    • 9h - Introduction    • 9:30h – Conceptualization:             • Identifying problems, creating challe...
Index    Agenda    • 13h30 - Theory: How to prototype!?    • 14h30 – Prototyping             • Planning             • Buil...
09:00 – 9:30Introduction
?
INSITUM is a strategic innovation consultancy with a              user-centered approach   We help companies develop new p...
10+ years in business500+ projects
México City / Chicago / Bogotá / São Paulo / Buenos Aires +Mumbai / Shanghai / Hong Kong                   Insitum offices...
100 + consultants from various disciplines and practicesanthropology, psychology, journalism, economics, philosophy, socio...
Method10   ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
…but, what about theprototypes?
Method     What is a prototype?     Transforming an idea into a tangible     representation, in order to obtain     feedba...
Why is good prototyping?•    Prototyping is generative•    The Power of show, tell and experience•    Reduces Misinterpret...
WHY PROTOTYPE?
Photo credit: Steve Bishop
OUR GOAL TODAY
OUR GOAL TODAY, IS AT LEAST MAKE YOU ACHIEVEALL THESE OBJECTIVES:• Learn how to reframe a problem & create good  challenge...
Let’s start!
9:30 – 12:30Conceptualization
Working in a real problemCASE:Designing a new Metroexperience
Working in a real problemCASE:Designing a new MetroexperienceFive areas to innovate:1.   Access2.   Wayfinding3.   Time4. ...
Conceptualization                                                                    FINAL RESULT:     2 Teams            ...
Conceptualization     STEP 1: Identifying problems, creating challenges     Having as a example the current Sao Paulo Metr...
Conceptualization     STEP 1: Identifying problems, creating challenges     What you will receive…           1 Area26   IS...
Conceptualization     STEP 1: Identifying problems, creating challenges     … you need to build challenges like this:     ...
Conceptualization     STEP 2: Concept creation     Based on your challenges, you will need to brainstorm     15 min around...
STEP 2: Concept creation     First of all you need to     brainstorm for the 3 challenges…                                ...
STEP 2: Concept creation     First of all you need to           Brainstorming rules:     brainstorm for the 3 challenges… ...
Conceptualization     STEP 2: Concept creation     … then look for synergies     between them: aggregate,     discard, ame...
Conceptualization     STEP 2: Concept creation     … then look for synergies     between them: aggregate,     discard, ame...
Conceptualization                                         LUNCH TIME!                                         12:30 – 13:3...
Conceptualization     STEP 3: Building Scenarios     Now, you need to     create 3-4 scenarios                            ...
14:30 – 15:00The PrototypingProcess
The Prototyping Process mustbe iterative and evolutionary.SKETCH, PRESENT, CRITIQUE,PROTOTYPE, PRESENT,CRITIQUE, SKETCH, P...
How the Prototyping Process looks like?PROTOTYPING: A Practitioner’s Guide by TODD ZAKI WARFEL. Rosenfeld
What can be prototyped?SpacesRolesServicesSystemsExperiencesInteractionsStrategiesProducts…
Which are the main 10 principles?1.      Understand your audience and intent.2.      Plan a little and prototype the rest....
TV service prototype (simple Diagram)
Paper prototype for testing with users
Digital prototype
Sketch for smartphone App
Notebook low fidelity prototype
Service experience prototypeProduct low fidelity prototype
Interactions prototype
Product Prototype
Let’s continue…
Prototyping     STEP 6: Build your prototype                                                                    1h30min54 ...
Prototyping     STEP 7: Prototype testing     Test your prototype with other new users, in order to     learn how to impro...
Prototyping     STEP 7: Prototype testing                                                                    •   Improve t...
Prototyping     STEP 8: Service scenario & refinement     Choose one representative from each mini-group and     create a ...
Prototyping     STEP 8: Service scenario & refinement                                                                    3...
Presentation     STEP 9: Presentation                                   A                                B                ...
Check out the photos  of the workshop atfacebook.com/insitum     FOLLOW US @insitum
Learnings & Feedback                                                                    Please, let your                  ...
WS ISA'12 Prototyping for Experiences
WS ISA'12 Prototyping for Experiences
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WS ISA'12 Prototyping for Experiences

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WS presentation during Interaction South America '12

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WS ISA'12 Prototyping for Experiences

  1. 1. WS ISA’12PROTOTYPING FORINTERACTION EXPERIENCESMartin ZabaletaEvelyn RothVerena PessimMurilo GomesElder Martins
  2. 2. Index Agenda • 9h - Introduction • 9:30h – Conceptualization: • Identifying problems, creating challenges • Concept creation • Building Scenarios • Concept testing • 12h30 - Lunch time DISCOVER DEFINE DEVELOP DELIVER Morning…2 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  3. 3. Index Agenda • 13h30 - Theory: How to prototype!? • 14h30 – Prototyping • Planning • Building • Testing • 17h - Final presentation • 17h45 – Conclusions DISCOVER DEFINE DEVELOP DELIVER Morning… … Afternoon3 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  4. 4. 09:00 – 9:30Introduction
  5. 5. ?
  6. 6. INSITUM is a strategic innovation consultancy with a user-centered approach We help companies develop new products, services, brands and strategies through a depth understanding of people. in/situm {Latin} means to insert; involvement; generate or add value; plant something that will bear fruit.
  7. 7. 10+ years in business500+ projects
  8. 8. México City / Chicago / Bogotá / São Paulo / Buenos Aires +Mumbai / Shanghai / Hong Kong Insitum offices Alliance with external partners
  9. 9. 100 + consultants from various disciplines and practicesanthropology, psychology, journalism, economics, philosophy, sociology, linguistics, semiotics, designers, media, business administration, information design, art history, etc.. in/situm Corporate Presentation | © Copyright in/situm 2011
  10. 10. Method10 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  11. 11. …but, what about theprototypes?
  12. 12. Method What is a prototype? Transforming an idea into a tangible representation, in order to obtain feedback and better understanding of some aspects of the idea in order to improve it. Often, we think of prototypes only when for testing a concept. However, prototypes are good tools to generate and refine concepts throughout the design process.12 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  13. 13. Why is good prototyping?• Prototyping is generative• The Power of show, tell and experience• Reduces Misinterpretation• Saves Time, effort, and Money• Reduces Waste• Provides Real-World ValuePROTOTYPING: A Practitioner’s Guide by TODD ZAKI WARFEL. Rosenfeld
  14. 14. WHY PROTOTYPE?
  15. 15. Photo credit: Steve Bishop
  16. 16. OUR GOAL TODAY
  17. 17. OUR GOAL TODAY, IS AT LEAST MAKE YOU ACHIEVEALL THESE OBJECTIVES:• Learn how to reframe a problem & create good challenges• Learn to use storytelling to better focus a prototyping exercise• Experience the benefits of users’ testing in all project phases (iteration)• Learn how to prototype with different techniques and within an holistic approach.
  18. 18. Let’s start!
  19. 19. 9:30 – 12:30Conceptualization
  20. 20. Working in a real problemCASE:Designing a new Metroexperience
  21. 21. Working in a real problemCASE:Designing a new MetroexperienceFive areas to innovate:1. Access2. Wayfinding3. Time4. Security5. Comfort
  22. 22. Conceptualization FINAL RESULT: 2 Teams 2 New Metro experiences 5 Mini-groups in each team 1. Access 2. Wayfinding 3. Time 4. Security 5. Comfort A B24 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  23. 23. Conceptualization STEP 1: Identifying problems, creating challenges Having as a example the current Sao Paulo Metro, you will need to identify specific problems of this service, in order to create the tools that will guide and inspire your ideation in the following step. Your goal: You need to build 3 main challenges that you want to solve around your theme. Write them down like a questions to be answered. That will help you to think about possible solutions!25 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  24. 24. Conceptualization STEP 1: Identifying problems, creating challenges What you will receive… 1 Area26 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  25. 25. Conceptualization STEP 1: Identifying problems, creating challenges … you need to build challenges like this: 1 Area A challenge should be: • Built in an optimistic tone • Not so wide • Not so specific • Created to inspire several ideas 30 min27 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  26. 26. Conceptualization STEP 2: Concept creation Based on your challenges, you will need to brainstorm 15 min around each one of them. Then, you will have to cluster/discard/amend them in order to arrive to some different solutions. Your goal: You need to create 3-4 concepts that will improve the current Metro experience in your area of interest.28 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  27. 27. STEP 2: Concept creation First of all you need to brainstorm for the 3 challenges… Software to (15 min each one) install in the suitcase, that guides through the airport.29 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  28. 28. STEP 2: Concept creation First of all you need to Brainstorming rules: brainstorm for the 3 challenges… (10 min Avoid judgments 1. each one) Software to install in the 2. Encourage wild and exaggerated ideas suitcase, that guides through 3. Quantity counts at this stage, not quality the airport. 4. Build on the ideas put forward by others 5. Keep focused 6. Be visual 7. A conversation at a time30 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  29. 29. Conceptualization STEP 2: Concept creation … then look for synergies between them: aggregate, discard, amend, etc. Concept 3 Concept 1 “ele não “ele pode... “ele não gostari pode... “ele “ele a ... não pode... Concept 2 não pode... “ele não pode... “ele “ele gostari “ele gostari a ... não pode... a ... Concept 4 “ele se “ele se sente... sente... “ele se sente... “ele gostari “ele a ... não Try to create pode... connections in “ele se sente... order to build Concept 6 “ele se “ele gostari sente... “ele se Concept 6 a ... concepts… sente...31 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  30. 30. Conceptualization STEP 2: Concept creation … then look for synergies between them: aggregate, discard, amend, etc. Concept 3 Concept 1 “ele não “ele pode... “ele não gostari pode... “ele “ele a ... não pode... Concept 2 não pode... “ele não pode... “ele “ele gostari “ele gostari a ... não pode... a ... Concept 4 “ele se “ele se sente... sente... “ele se sente... “ele gostari “ele a ... não Try to create pode... connections in “ele se sente... 1h order to build Concept 6 “ele se “ele gostari sente... “ele se Concept 6 a ... concepts… sente...32 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  31. 31. Conceptualization LUNCH TIME! 12:30 – 13:3033 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  32. 32. Conceptualization STEP 3: Building Scenarios Now, you need to create 3-4 scenarios Marcus get relaxed in the based on the airport concepts created 30 min34 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  33. 33. 14:30 – 15:00The PrototypingProcess
  34. 34. The Prototyping Process mustbe iterative and evolutionary.SKETCH, PRESENT, CRITIQUE,PROTOTYPE, PRESENT,CRITIQUE, SKETCH, PRESENT,TEST, SKETCH, PRESENT,CRITIQUE, PROTOTYPE […]
  35. 35. How the Prototyping Process looks like?PROTOTYPING: A Practitioner’s Guide by TODD ZAKI WARFEL. Rosenfeld
  36. 36. What can be prototyped?SpacesRolesServicesSystemsExperiencesInteractionsStrategiesProducts…
  37. 37. Which are the main 10 principles?1. Understand your audience and intent.2. Plan a little and prototype the rest.3. Set expectations.4. Consider many alternatives5. Speed is important.6. Imperfection is good.7. It’s a prototype, not the Mona Lisa.8. If you can’t make, fake it.9. Prototype only what you need.10. Reduce risk. Prototype early and oftenPROTOTYPING: A Practitioner’s Guide by TODD ZAKI WARFEL. Rosenfeld
  38. 38. TV service prototype (simple Diagram)
  39. 39. Paper prototype for testing with users
  40. 40. Digital prototype
  41. 41. Sketch for smartphone App
  42. 42. Notebook low fidelity prototype
  43. 43. Service experience prototypeProduct low fidelity prototype
  44. 44. Interactions prototype
  45. 45. Product Prototype
  46. 46. Let’s continue…
  47. 47. Prototyping STEP 6: Build your prototype 1h30min54 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  48. 48. Prototyping STEP 7: Prototype testing Test your prototype with other new users, in order to learn how to improve your prototype. You need to capture what it’s relevant to improve from your prototype. Your goal: Evaluate your concepts and capture drivers and barriers from users. Analyze their feedback in order to amend your prototype later.55 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  49. 49. Prototyping STEP 7: Prototype testing • Improve the opt-in tool to be able to do it through the the mobile app. • Create an automatic alarm activated when entering to the airport • Create promotions related to the airport services • Include an option at the App • Include a new app functionality (alarm) 30 min56 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  50. 50. Prototyping STEP 8: Service scenario & refinement Choose one representative from each mini-group and create a new group inside your Team. This new mini group will meet to find a way to join all concepts and prototypes into a single Metro experience. Meanwhile, the remaining participants refine the prototypes previously tested. Your goals: • Create a story to be represented (role playing) using all your prototypes • Refine you prototype57 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  51. 51. Prototyping STEP 8: Service scenario & refinement 30 Create a script in order to min represent 1. Define characters (roles) in the scene 2. The order of the prototypes appearance 3. How they would work (main benefits). 4. Use a story to connect all of them, use a typical storytelling structure: problem, solution, result. 5. Rehearse your performance and good luck!58 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  52. 52. Presentation STEP 9: Presentation A B 15 15 min min59 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012
  53. 53. Check out the photos of the workshop atfacebook.com/insitum FOLLOW US @insitum
  54. 54. Learnings & Feedback Please, let your comments… Obrigado! Thanks! Gracias!61 ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012

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