1) The document discusses different ways of prototyping including concept models, scenarios, low-fidelity prototypes, physical prototypes, and roleplaying. 2) It explains that prototyping can serve multiple dimensions such as creating common understanding, communicating ideas, testing with users, and enabling co-design. 3) Prototyping helps bring ideas to life by allowing stakeholders to visualize, interact with, and provide feedback on potential products and services early in the design process.

1. SDN GERMANY CONFERENCE 2012 / JUNE 22, 2012
Bringing
ideas to life
the dimensions
of prototyping
Katrin Dribbisch
Manuel Großmann
Martin Jordan
Olga Scupin

2. Who are we?
Manuel Katrin Martin Olga
Designer, Research User Experience, Business &
Fjord Associate, Nokia Media Studies
WZB

3. Prototyping is important.
The requirements
for prototyping have changed.

4. Contexts of prototyping
Product = an object Product = usage
of an object
Icons: Simon Child / The Noun Project

5. Prototyping for objects
Images: Daimler AG

6. Prototyping for services
start
enjoy
drive
communicate
enter
register
Images: Daimler AG
welcome locate

7. Ways of prototyping:
A service system with numerous
touchpoints requires different
kinds of prototypes.

8. Concept Model

9. Concept Model
• visually describes dependencies &
relationships between service components
overall service system

10. Scenario

11. 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

12. Low-fi prototype

13. 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

14. Physical model

15. Physical model
• LEGO figures & building blocks are flexible and
easily adaptable, familiar & immediately invite
engagement
spatial interaction & object appearance

16. Roleplay

17. 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

18. Different dimensions of prototypes:
What else can they do other than
“refine the design”?

19. Create a common understanding
amongst co-designers

20. 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

21. Communicate an idea
to clients and co-designers

22. 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

23. Test ideas with users

24. 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

25. Co-design with clients,
users and fellow designers

26. 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

27. Social dimension
of prototyping

28. Social dimension
of prototyping
• prototypes serve as icebreakers
and social connectors
• help to communicate
on an emotional level

29. So how to bring ideas to life?

30. Ways of prototyping
Concept model
Scenario
Low-fi prototype
Physical prototype
Roleplay
. …

31. 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

32. Audiences

33. What’s your
experience?
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info@servicedesignberlin.de
@sd_berlin
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