Creating and sharing multiple prototypes leads to better design outcomes according to studies. Prototyping allows for exploration of more design solutions and principles, increasing quality, diversity, self-efficacy and group rapport. Comparing prototypes facilitates conceptual blending and prevents fixation on initial ideas. Sharing prototypes enhances individual exploration and creates shared ownership over ideas.

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. 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. 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. 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. Study 1: Parallel vs. serial prototyping
serial
parallel
UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger

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. 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. 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. Comparing different solutions helps extracting
principles
UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger

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. Exposure to examples enhances individual
exploration.
Other studies: participants are exposed to
anonymous examples → copy ideas in same amount
as generating new ideas
UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger

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. increases conceptual blending
highly structured: use a morphological chart to
explore 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. Prevents justifying prior investments → no
investment on one idea, but on creative process
UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger

15. Separation of ego and object
● People give more
substantive feedback
on multiple prototypes
● Accept it easier, react
less negatively.
● Investment in process
not idea
UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger

16. Discussing ideas creates shared ownership
UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger

17. Multiple prototyping creates higher
self-efficacy in design task → better quality
UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger

18. Postponing critique encourages more
divergence
UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger

19. Prevents groupthink
psychological
phenomenon in a
decision-making
group.
Group members try to
minimize conflict and
reach a consensus
decision without
critical evaluation of
alternative ideas or
viewpoints
UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger

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. 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. 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. Contact Info
www.sarahpoetzelsberger.net
@sarahpoetze
UxCamp 2012 - Why creating and sharing multiple prototypes leads to better design. - Sarah Pötzelsberger