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

In: Design Thinking Research

Author

Listed:
  • 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)

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.

Suggested Citation

  • Steven P. Dow & Alana Glassco & Jonathan Kass & Melissa Schwarz & Daniel L. Schwartz & Scott R. Klemmer, 2012. "Parallel Prototyping Leads to Better Design Results, More Divergence, and Increased Self-efficacy," Understanding Innovation, in: Hasso Plattner & Christoph Meinel & Larry Leifer (ed.), Design Thinking Research, edition 127, pages 127-153, Springer.
    • Handle: RePEc:spr:undchp:978-3-642-21643-5_8
    DOI: 10.1007/978-3-642-21643-5_8
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    Cited by:

    1. Karolina Dukala & Joanna Pyrkosz-Pacyna & Rafał Czarny, 2023. "DTMethod: A New Evidence-Based Design Thinking Methodology for Effective Teamwork," Sustainability, MDPI, vol. 15(5), pages 1-14, February.

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