Prototyping dynamics: sharing multiple designs improves exploration, group rapport, and results

  • Authors:

  • Steven Dow;Julie Fortuna;Dan Schwartz;Beth Altringer;Daniel Schwartz;Scott Klemmer

  • Affiliations:

  • Stanford University, Stanford, California, USA;Stanford University, Stanford, CA, USA;Stanford University, Stanford, CA, USA;Harvard University, Cambridge, Massachusetts, USA;Stanford University, Stanford, CA, USA;Stanford University, Stanford, CA, USA

  • Venue:
  • Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
  • Year:
  • 2011

Quantified Score

Hi-index 0.01

Visualization

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.