Prototyping Dynamics: Sharing Multiple Designs Improves Exploration, Group Rapport, and Results

Chapter
Part of the Understanding Innovation book series (UNDINNO)

Abstract

Prototypes ground group communication and facilitate decision making. However, overly investing in a single design idea can lead to fixation and impede the collaborative process. Does sharing multiple designs improve collaboration? In a study, participants created advertisements individually and then met with a partner. In the Share Multiple condition, participants designed and shared three ads. In the Share Best condition, participants designed three ads and selected one to share. In the Share One condition, participants designed and shared one ad. Sharing multiple designs improved outcome, exploration, sharing, and group rapport. These participants integrated more of their partner’s ideas into their own subsequent designs, explored a more divergent set of ideas, and provided more productive critiques of their partner’s designs. Furthermore, their ads were rated more highly and garnered a higher click-through rate when hosted online.

Keywords

Group Discussion Individual Design Graphic Design Multiple Alternative Multiple Design 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Steven P. Dow
    • 1
  • Julie Fortuna
    • 1
  • Dan Schwartz
    • 1
  • Beth Altringer
    • 2
  • Daniel L. Schwartz
    • 1
  • Scott R. Klemmer
    • 1
  1. 1.Human-Computer Interaction GroupStanford UniversityStanfordUSA
  2. 2.Harvard School of Engineering and Applied SciencesCambridgeUSA

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