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

Steven P. Dow (), Julie Fortuna (), Dan Schwartz (), Beth Altringer (), Daniel L. Schwartz () and Scott R. Klemmer ()
Additional contact information
Steven P. Dow: Stanford University
Julie Fortuna: Stanford University
Dan Schwartz: Stanford University
Beth Altringer: Harvard School of Engineering and Applied Sciences
Daniel L. Schwartz: Stanford University
Scott R. Klemmer: Stanford University

A chapter in Design Thinking Research, 2012, pp 47-70 from Springer

Abstract: 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 (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations: View citations in EconPapers (2)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:undchp:978-3-642-31991-4_4

Ordering information: This item can be ordered from
http://www.springer.com/9783642319914

DOI: 10.1007/978-3-642-31991-4_4

Access Statistics for this chapter

More chapters in Understanding Innovation from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().