Bringingideas to lifethe dimensionsof prototyping

S D N G E R M A N Y C O N F E R E N C E 2 0 1 2 / J U N E 2 2 , 2 0 1 2

Katrin DribbischManuel GroßmannMartin JordanOlga Scupin

MartinUser Experience,Nokia

OlgaBusiness &Media Studies

KatrinResearchAssociate,WZB

ManuelDesigner,Fjord

Who are we?

Prototyping is important.

The requirementsfor prototyping have changed.

Icons: Simon Child / The Noun Project

Contexts of prototyping

Product = an object Product = usageof an object

Images: Daimler AG

Prototyping for objects

Prototyping for services

Images: Daimler AG

drive

communicate

welcome

register

locate

enter

start

enjoy

Ways of prototyping:

A service system with numerous touchpoints requires differentkinds of prototypes.

Concept Model

• visually describes dependencies & relationships between service components

Concept Model

overall service system

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

Scenario

user journey through the entire service

Low-fi prototype

• a rough prototype feels more inviting to actively contribute and tweak it

• allows in situ adjustment and consecutive feedback

Low-fi prototype

screen interaction & printed matter

Physical model

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

Physical model

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 understandingamongst co-designers

• create a common understanding of how a service works early in the design process

• materialise thoughts: doing not talking

• synchronise a team

Create a common understandingamongst co-designers

Communicate an ideato clients and co-designers

• communicate at an early development stage

• answer questions about a product or service

• encourage active participation of all stakeholders involved

Communicate an ideato clients and co-designers

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 dimensionof prototyping

Social dimensionof 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

….

Create a commonunderstanding

Dimensions of prototyping

Communicate an idea

Test ideas

Co-design

Icons: Ugur Akdemir, Chris Lee, P.J. Onori, Ulrich Pohl / The Noun Project

Socialdimension

+

Audiences

What’s yourexperience?

www.servicedesignberlin.de

info@servicedesignberlin.de

@sd_berlin

fb.com/servicedesignberlin