Short presentation on Design prototyping with examples for the Global Service Jam workshop 2013.

1. What I hear, I forget
What I see, I remember
What I do, I understand
~Lao Tse, Chinese philosopher, b.604BC
Design Prototyping
Aditya Pawar
User Experience Researcher
Service Science Factory, Maastricht, NL
Initiated by Maastricht University

2. Culture to tools…
CULTURE Fail fast, succeed faster
MINDSET Learning by doing
Scrum, iterative design processes,
METHODOLOGY hacking/ tinkering...
Context mapping methods, visualisations,
METHODS participatory design, creative facilitation...
TOOLS AND Paper prototypes, 3D printing, live prototypes,
TECHNIQUES storyboarding, service prototying...
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3. Why prototype?
The prototyping goal is to achieve a high fidelity simulation of a product or
system, which can be experienced directly because its is safe, available, can be
made faster and is inexpensive
Furthermore, prototyping …
• Helps you explore and evaluate design better
• Helps you communicate ideas to an audience and get feedback
• Enables input on experience and usability/functionality of the design
• Involves stakeholders in a participatory design setting
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4. When to prototype?
Low fidelity, quick and
Earliest prototypes
dirty prototypes can
can be used to
help ideation and
engage users in
design iterations
participatory design Researching Prototyping
and context mapping
Narratives
Interpret
Prioratisation
Sensitizers Drama/ Theatre
Co-creation User Journey Props/
Personas
Process , Mockups
Synthesis
workflow Design
Presentations Testing
Process
Describe
Compiling
Material
Medium fidelity
prototypes are used
High fidelity prototypes, to test with end
which are ‘’working’’ users of the
rather than fake are used product/system
for final validation Prototyping as fitted into the Analysis-Synthesis
Bridge Model (Dubberly, Evenson, &Robinson,2008)
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5. Prototype scenarios
Prototyping Scenario
• Usually a scenario comprises a script for testing a critical aspect of the user-customer
interaction and get feedback on the essence of the user interaction for a particular
product or service.
Vertical prototypes
• Include in-depth functionality for only a few selected
features
• Common design ideas can be tested in depth
Horizontal prototypes
• Depict the entire surface interface with no underlying
functionality
• Are a simulation; no real work can be performed
Source:
Nielsen, J. (1993) Usability Engineering, p93-101, Academic
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6. Traditional examples
Architecture Product design
Interaction design Film and animation
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7. We live in times of convergent devices, multi-
channel environments, product ecosystems, and
more broadly, experiences for more than one
person that occur across time and place. And it is
becoming abundantly clear that the
environmental and social context of the design
need as much exploration and strategic
consideration. Hence the need for experience
and service prototyping…
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8. Experience - Prototyping
An experience prototype simulates key value propositions to evaluate people’s interaction
with various prototyped touch points: product, space, service or system
as integrated with the dynamic aspects of time and space.
Experience Prototyping
Multi-Sensory Look and feel Fidelity
Desired semantics
The essence of the experience Tailored to the specific
Feedback audience
Cognition Social and Emotional
Communication
experience
For the right interaction between people, Designed for the social and
objects, spaces, and information (and cash, environmental context
goods etc).
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9. Examples
Prototyping for insights
Body-storming and role-play
Body-storming is a method that spans
empathy work, ideation, and prototyping to
help designers derive new ideas.
It recreates a product or service context
using readily available props and allows to
physically experience a situation.
Source:
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10. Examples
Prototyping for better design
Velcro forming
Three-dimensional “Velcro-modelling”
quickly elicits new product ideas from users
using basic velcro forms to simulate a
product. In this picture a gamer helps make
a gaming console using velcro elements
simulating grips, buttons, switches etc.
Paper prototyping
Paper prototypes can serve as a visual
specification of the graphical user interface.
In team meetings they provide a
communication base between the team
members and can be used for user testing.
Source:
http://loop1.aiga.org/content.cfm?Alias=sandersucd
http://www.paperprototyping.com
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11. Examples
Prototyping for services
Business origami
… is paper prototyping for systems design.
Simple paper cut-outs are used to represent
the different parts of a system. The method
can be applied to create and communicate
complex systems and transactions.
Customer journey maps
Customer journey maps can be made by
creating storyboards, using customer-
journey-canvases, creating short films of the
journey etc.
A film example: http://bit.ly/13lYxaJ
Source:
http://files.thisisservicedesignthinking.com
http://www.citizenexperience.com/2010/04/30/business-origami/
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12. Examples
Prototyping for communication
Lego Serious play
This method is a facilitated thinking, communication
and problem solving technique for organizations,
teams and individuals. As the name suggests, this
method involves Lego building blocks to facilitate
conversation and ideation.
Tangible models:
Using 3 dimensional representation of mental-
models and ideas helps in bringing multiple
stakeholders towards a common shared
concept. It is also an excellent way to overcome
cultural, social, personal barriers.
Source:
http://www.seriousplay.com/
http://www.rasmussenconsulting.dk
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13. Examples
Prototyping for usability feedback
Cognitive Walkthrough
One or more evaluators observe a prototype by
going through the stages the user would take and
asking themselves key questions on how the user
would experience and react to the service. The
prototype can be a paper prototype or a high fidelity
digital one.
Wizard of OZ method
… is a research experiment in which subjects
interact with a computer system appears to be
autonomous, but which is actually being operated
or partially operated by an unseen human being.
Source:
http://www.servicedesigntools.org
http://blogs.cisco.com/socialmedia/using-walkthroughs-to-
Initiated by Maastricht University prevent-web-experience-meltdowns/

14. Where to begin..
Ask yourself some basic questions…
• What do you want to achieve by using the prototype?
• Is it going to be a mock-up or working prototype? (or both)
• Do you want to communicate a conceptual/strategic concept or is it going to
elaborate on a touch-point in a tangible/functional manner?
• What are the methods you will use for prototyping? (which tools do you
have at hand)
• What are the methods you will use to validate the prototype? With whom?
• How many prototyping – testing loops do you have time for? How many
iterative designs are enough for validation?
On the next page you see a prototyping framework proposed by ThinkPublic.
Although it is designed for creating a business model, you can use it for
products, services, interfaces as well.
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15. Source: ThinkPublic
http://www.slideshare.net/fred.zimny/nestas-thinkpublic-prototyping-
Initiated by Maastricht University process-handbook

16. All the best
Poster Source: Unbox festival ‘ 13., New Delhi
http://sphotos-b.ak.fbcdn.net/hphotos-ak-
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17. Further reading
http://www.servicedesigntools.org/taxonomy/term/3
http://www.maketools.com/
http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf
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18. Contact
Aditya Pawar
User Experience Researcher
Service Science Factory, Maastricht, NL
Aditya works in the field of interaction design and
service design, conducting design and research
consultancy projects with technology oriented
companies. Previously he worked as a product
research manager at Philips Consumer Lifestyle.
You can reach him at…
aditya@servicesciencefactory.com
adipawar@gmail.com
nl.linkedin.com/in/adipawar
https://twitter.com/adipawar
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19. About Service Science Factory
Service Science Factory is an innovative place where students, researchers
and professionals work in a pressure-cooker environment on inventing new
or improving existing services.
We offer companies, governmental entities or different organizations the
possibilities to present their problems to our dedicated project teams and –
after eight weeks - receive a working solution: a complete service or its
prototype. We also organise tailor made workshops around the theme of
service innovation for companies. Get in touch!
Service Science Factory
Tongersestraat 6
6211 LN Maastricht, Netherlands
ssf-sbe@maastrichtuniversity.nl
+31 43 38 83 989
http://www.servicesciencefactory.com http://www.facebook.com/servicescience
Initiated by Maastricht University