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

In: Design Thinking Research

Author

Listed:
  • 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)

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.

Suggested Citation

  • Steven P. Dow & Julie Fortuna & Dan Schwartz & Beth Altringer & Daniel L. Schwartz & Scott R. Klemmer, 2012. "Prototyping Dynamics: Sharing Multiple Designs Improves Exploration, Group Rapport, and Results," Understanding Innovation, in: Hasso Plattner & Christoph Meinel & Larry Leifer (ed.), Design Thinking Research, edition 127, pages 47-70, Springer.
    • Handle: RePEc:spr:undchp:978-3-642-31991-4_4
    DOI: 10.1007/978-3-642-31991-4_4
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    Cited by:

    1. Laura Huang & Cristina B Gibson & Bradley L Kirkman & Debra L Shapiro, 2017. "When is traditionalism an asset and when is it a liability for team innovation? A two-study empirical examination," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(6), pages 693-715, August.
    2. Neukirchen, Thomas & Kleffmann, Markus & Koop, Wilhelm & Jäger, Stefanie & Klumpp, Matthias, 2017. "Evaluation von mobilen Trainingsanwendungen in der Logistik: Nutzerfeedback zur MARTINA-App," ild Schriftenreihe 56, FOM Hochschule für Oekonomie & Management, Institut für Logistik- & Dienstleistungsmanagement (ild).

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