Parallel Prototyping Leads to Better Design Results, More Divergence, and Increased Self-efficacy

Steven P. Dow (), Alana Glassco, Jonathan Kass, Melissa Schwarz, Daniel L. Schwartz and Scott R. Klemmer ()
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Steven P. Dow: Stanford University
Alana Glassco: Stanford University
Jonathan Kass: Stanford University
Melissa Schwarz: Stanford University
Daniel L. Schwartz: Stanford University
Scott R. Klemmer: Stanford University

A chapter in Design Thinking Research, 2012, pp 127-153 from Springer

Abstract: Abstract Iteration can help people improve ideas. It can also give rise to fixation—continuously refining one option without considering others. Does creating and receiving feedback on multiple prototypes in parallel—as opposed to serially—affect learning, self-efficacy, and design exploration? An experiment manipulated whether independent novice designers created graphic Web advertisements in parallel or in series. Serial participants received descriptive critique directly after each prototype. Parallel participants created multiple prototypes before receiving feedback. As measured by click-through data and expert ratings, ads created in the Parallel condition significantly outperformed those from the Serial condition. Moreover, independent raters found Parallel prototypes to be more diverse. Parallel participants also reported a larger increase in task-specific self-confidence. This paper outlines a theoretical foundation for why parallel prototyping produces better design results and discusses the implications for design education.

Keywords: Serial Condition; Graphic Design; Client Site; Multiple Prototype; Parallel Prototype (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1007/978-3-642-21643-5_8

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