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SDN GERMANY CONFERENCE 2012 / JUNE 22, 2012




Bringing
ideas to life
the dimensions
of prototyping
Katrin Dribbisch
Manuel Großmann
Martin Jordan
Olga Scupin
Who are we?




Manuel      Katrin       Martin             Olga
Designer,   Research     User Experience,   Business &
Fjord       Associate,   Nokia              Media Studies
            WZB
Prototyping is important.
The requirements
for prototyping have changed.
Contexts of prototyping




            Product = an object         Product = usage
                                          of an object




Icons: Simon Child / The Noun Project
Prototyping for objects




Images: Daimler AG
Prototyping for services



                                               start

                        enjoy

                                 drive



communicate
                                                    enter




                                register
 Images: Daimler AG
                      welcome              locate
Ways of prototyping:
A service system with numerous
touchpoints requires different
kinds of prototypes.
Concept Model
Concept Model

• visually describes dependencies &
  relationships between service components




 overall service system
Scenario
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
Low-fi prototype
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
Physical model
Physical model

• LEGO figures & building blocks are flexible and
  easily adaptable, familiar & immediately invite
  engagement




 spatial interaction & object appearance
Roleplay
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
Different dimensions of prototypes:
What else can they do other than
“refine the design”?
Create a common understanding
amongst co-designers
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
Communicate an idea
to clients and co-designers
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
Test ideas with users
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
Co-design with clients,
users and fellow designers
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
Social dimension
of prototyping
Social dimension
 of prototyping

• prototypes serve as icebreakers
  and social connectors

• help to communicate
  on an emotional level
So how to bring ideas to life?
Ways of prototyping

     Concept model

     Scenario

     Low-fi prototype

     Physical prototype

     Roleplay

 .   …
Dimensions of prototyping

                 Create a common
                 understanding

                 Communicate an idea

                                                                             +
                 Test ideas
                                                                                 Social
                                                                                 dimension
                 Co-design


Icons: Ugur Akdemir, Chris Lee, P.J. Onori, Ulrich Pohl / The Noun Project
Audiences
What’s your
experience?
www.servicedesignberlin.de
info@servicedesignberlin.de
@sd_berlin
fb.com/servicedesignberlin

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