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Idea Generation

Rough Prototyping

2–12 peopleExploratoryCombinationalTransformational

Overview

Rough prototyping is a quick method to build prototypes using all the objects and materials available in that specific moment and location. These elements are used to simulate the service components by supporting the visualization of the ideas in order to better explain an idea. It's also a way to be sure that all the members of the team are talking about the same thing and helps to elicit early creative feedback on the service without committing substantial resources to full prototyping. It also contributes to make the process of design more interactive and concrete. It is best used for 2–12 people.

What to do

Undertake Rough Prototyping in the following 6 steps:

  1. Collect and decide on the service concept(s) and/or touchpoints – any point of contact (physical, virtual or human) between a customer and the service provider – to be prototyped, then collect the minimum amount of material that will be needed to construct a useful rough prototype.
  2. Decide on the purpose of the prototype – different prototypes can be used to creatively investigate different elements and/or qualities of a service touchpoint, so decide on the specific purpose of the rough prototype.
  3. Rapidly construct the rough prototype using the material available. Seek to construct just enough of a prototype to investigate the elements and qualities of the prototype – not more. Incrementally test the prototype during development to ensure that it is ready for use with future service consumers.
  4. Observe future service consumers interacting with the prototype both in a laboratory environment and in-situ in the future service context. If relevant, encourage and allow these consumers to take the prototype away and use over it over a period of time.
  5. After each use of the prototype, run semi-structured interviews and/or focus groups to collect consumer feedback on the prototype and the related service. As appropriate, run a short brainstorm or other creativity technique to discover service consumer ideas and needs for the service and the prototyped touchpoint.
  6. As appropriate, use consumer needs, ideas and feedback to adjust and/or extend the prototype, then repeat Stages 4 and 5.

People

Works best with 2–12 people.

Problem solving characteristics

This technique is primarily used to get feedback from consumers in an early stage of the design.

Creative phases

Rough Prototyping is useful if you want to generate ideas to improve or refine a first version of a design.

Location

A laboratory or any place where consumers can be observed while they interact with the prototype.

Equipment

Material to build a quick prototype. Invite real customers to test the prototype. Prepare the interview or feedback templates to gather consumers' opinions.