WS ISA'12 Prototyping for Experiences

WS ISA’12 PROTOTYPING FOR INTERACTION EXPERIENCES

Martin Zabaleta Evelyn Roth Verena Pessim Murilo Gomes Elder Martins

ISA 2012 + INSITUM | Confidential | © Copyright INSITUM 2012 2

Index

Agenda

• 9h - Introduction • 9:30h – Conceptualization:

• Identifying problems, creating challenges • Concept creation • Building Scenarios • Concept testing

• 12h30 - Lunch time

DEVELOP DELIVER DISCOVER DEFINE

Morning…


Index

Agenda • 13h30 - Theory: How to prototype!? • 14h30 – Prototyping

• Planning • Building • Testing

• 17h - Final presentation • 17h45 – Conclusions

DEVELOP DELIVER DISCOVER DEFINE

… Afternoon Morning…

09:00 – 9:30 Introduction

?

in/situm {Latin} means to insert; involvement; generate or add value; plant something that will bear fruit.

We help companies develop new products, services, brands and strategies through a depth understanding of people.

INSITUM is a strategic innovation consultancy with a user-centered approach

10+ years in business 500+ projects

México City / Chicago / Bogotá / São Paulo / Buenos Aires + Mumbai / Shanghai / Hong Kong

Alliance with external partners Insitum offices

in/situm Corporate Presentation | © Copyright in/situm 2011

anthropology, psychology, journalism, economics, philosophy, sociology, linguistics, semiotics, designers, media, business administration, information design, art history, etc..

100 + consultants from various disciplines and practices


Method

…but, what about the prototypes?


Method

Transforming an idea into a tangible representation, in order to obtain feedback and better understanding of some aspects of the idea in order to improve it. Often, we think of prototypes only when for testing a concept. However, prototypes are good tools to generate and refine concepts throughout the design process.

What is a prototype?

Why is good prototyping?

• Prototyping is generative • The Power of show, tell and experience • Reduces Misinterpretation • Saves Time, effort, and Money • Reduces Waste • Provides Real-World Value

PROTOTYPING: A Practitioner’s Guide by TODD ZAKI WARFEL. Rosenfeld

WHY PROTOTYPE?

Photo credit: Steve Bishop

OUR GOAL TODAY

OUR GOAL TODAY, IS AT LEAST MAKE YOU ACHIEVE ALL THESE OBJECTIVES: • Learn how to reframe a problem & create good

challenges • Learn to use storytelling to better focus a

prototyping exercise • Experience the benefits of users’ testing in all

project phases (iteration) • Learn how to prototype with different

techniques and within an holistic approach.

Let’s start!

9:30 – 12:30 Conceptualization

Working in a real problem

CASE: Designing a new Metro experience

Working in a real problem

CASE: Designing a new Metro experience Five areas to innovate: 1. Access 2. Wayfinding 3. Time 4. Security 5. Comfort


Conceptualization

2 Teams 5 Mini-groups in each team

A B

2 New Metro experiences

1. Access

2. Wayfinding

3. Time

4. Security

5. Comfort

FINAL RESULT:


Having as a example the current Sao Paulo Metro, you will need to identify specific problems of this service, in order to create the tools that will guide and inspire your ideation in the following step. Your goal:

You need to build 3 main challenges that you want to solve around your theme. Write them down like a questions to be answered. That will help you to think about possible solutions!

STEP 1: Identifying problems, creating challenges Conceptualization


What you will receive…

1 Area



… you need to build challenges like this:

1 Area

30 min


A challenge should be: • Built in an optimistic tone • Not so wide • Not so specific • Created to inspire several ideas


Based on your challenges, you will need to brainstorm 15 min around each one of them. Then, you will have to cluster/discard/amend them in order to arrive to some different solutions. Your goal:

You need to create 3-4 concepts that will improve the current Metro experience in your area of interest.

STEP 2: Concept creation Conceptualization


STEP 2: Concept creation

Software to install in the

suitcase, that guides through

the airport.

First of all you need to brainstorm for the 3 challenges… (15 min each one)



Software to install in the

suitcase, that guides through

the airport.

First of all you need to brainstorm for the 3 challenges… (10 min each one)

Brainstorming rules:

1. Avoid judgments 2. Encourage wild and exaggerated ideas 3. Quantity counts at this stage, not quality 4. Build on the ideas put forward by others 5. Keep focused 6. Be visual 7. A conversation at a time


… then look for synergies between them: aggregate, discard, amend, etc.


Concept 1

Concept 2

Concept 3

Concept 6 “ele se sente...

Concept 6

“ele gostari

a ...

Concept 4

“ele se sente...

“ele não

pode...

“ele gostari

a ...

“ele não

pode...

“ele se sente...

“ele não

pode... “ele se sente...

“ele gostari

a ...

“ele não

pode...

“ele não

pode...

“ele gostari

a ...

“ele não

pode...

“ele gostari

a ...

“ele se sente...

“ele se sente...

“ele não

pode...

Conceptualization

Try to create connections in order to build concepts…


… then look for synergies between them: aggregate, discard, amend, etc.


Concept 1

Concept 2

Concept 3

Concept 6 “ele se sente...

Concept 6

“ele gostari

a ...

Concept 4

“ele se sente...

“ele não

pode...

“ele gostari

a ...

“ele não

pode...

“ele se sente...

“ele não

pode... “ele se sente...

“ele gostari

a ...

“ele não

pode...

“ele não

pode...

“ele gostari

a ...

“ele não

pode...

“ele gostari

a ...

“ele se sente...

“ele se sente...

“ele não

pode...

Conceptualization

Try to create connections in order to build concepts…

1h


LUNCH TIME! 12:30 – 13:30

Conceptualization


Conceptualization

Marcus get relaxed in the airport

30min

STEP 3: Building Scenarios

Now, you need to create 3-4 scenarios based on the concepts created

14:30 – 15:00 The Prototyping Process

The Prototyping Process must be iterative and evolutionary. SKETCH, PRESENT, CRITIQUE, PROTOTYPE, PRESENT, CRITIQUE, SKETCH, PRESENT, TEST, SKETCH, PRESENT, CRITIQUE, PROTOTYPE […]

How the Prototyping Process looks like?


What can be prototyped? Spaces Roles Services Systems Experiences Interactions Strategies Products …

Which are the main 10 principles? 1. Understand your audience and intent. 2. Plan a little and prototype the rest. 3. Set expectations. 4. Consider many alternatives 5. Speed is important. 6. Imperfection is good. 7. It’s a prototype, not the Mona Lisa. 8. If you can’t make, fake it. 9. Prototype only what you need. 10. Reduce risk. Prototype early and often


TV service prototype (simple Diagram)

Paper prototype for testing with users

Digital prototype

Sketch for smartphone App

Notebook low fidelity prototype

Product low fidelity prototype

Service experience prototype

Interactions prototype

Product Prototype

Let’s continue…


STEP 6: Build your prototype

1h30min

Prototyping


STEP 7: Prototype testing

Test your prototype with other new users, in order to learn how to improve your prototype. You need to capture what it’s relevant to improve from your prototype. Your goal:

Evaluate your concepts and capture drivers and barriers from users. Analyze their feedback in order to amend your prototype later.

Prototyping


STEP 7: Prototype testing

• Improve the opt-in tool to be able to do it through the the mobile app.

• Create an automatic alarm activated when entering to the airport

• Create promotions related to the airport services

• Include an option at the App • Include a new app functionality (alarm)

Prototyping

30min


STEP 8: Service scenario & refinement

Choose one representative from each mini-group and create a new group inside your Team. This new mini group will meet to find a way to join all concepts and prototypes into a single Metro experience.

Meanwhile, the remaining participants refine the prototypes previously tested.

Your goals:

• Create a story to be represented (role playing) using all your prototypes

• Refine you prototype

Prototyping


Create a script in order to represent

STEP 8: Service scenario & refinement

1. Define characters (roles) in the scene

2. The order of the prototypes appearance

3. How they would work (main benefits).

4. Use a story to connect all of them, use a typical storytelling structure: problem, solution, result.

5. Rehearse your performance and good luck!

30min

Prototyping


STEP 9: Presentation Presentation

15min

15min

A B

Check out the photos of the workshop at

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Learnings & Feedback

Obrigado! Thanks! Gracias!

Please, let your comments…