Prototyping experiences [#isa2012]

In the last post, I talked about Arduino and my impressions. The posts of this week will be about the Interaction South America, a big event that happened a week a go in São Paulo. Hope you like them! :)

The second talk of the day was conducted by Martin Zabaleta, partner and director of Insitum. He started talking about sketching user experiences, where prototyping and design are essential part of the process of innovation. This means that to create a user-centered approach, we need to think about people and prototypes.


“The only important thing about design is how it relates to people”

This is a quote from Victor Papanek, a designer and educator that defended responsible design. The relationship between design, social and environment can’t be ignored. “Design must be meaningful”. Meaning is the deepest and strong connection between people, context and expressions. That’s why experiences must be meaningful.


Innovation begins with an eye

Observation is learning from people’s needs. We need to understand how the social cultural scenario configures and then create a relationship between cognitive emotions and physical reactions. Observe extreme users, not the average people.

Quick, dirty and cheap
Prototypes must create a tangible and physical representation of an idea. You must learn its aspects and reactions.
Experimentation, risk-taking, learning, failing and fearlessness, must be your guides. The prototype doesn’t need to be too much planned: you need to build, learn, refine and build again. Fidelity can appear in different levels, depending on what you are trying to achieve. You can prototype services, strategies, business models, interfaces and interactions.

Experiences
In order to describe relationships between services components we need to think about a conceptual prototype. For this, we develop a scenario (or multiple scenarios), that we can illustrate the experience and create empathy. We can prototype the user journey through the entire service.
Also in that context, trust can be built through design. The experiences created by tangible elements and prototypes. We need to design for people’s needs and factors that matter to people.

Approach a problem solving
It’s important to have empathy for the context and creativity in the generation of thoughts. In that scenario, design thinking should be the key. We need intuitive and analytical thinking.

So, can we design a better way to educate?
It’s possible to improve education in Latin America. We can create a better network computer, applications to learn math, an ecosystem or the method of teaching. Everything is related to the experience between students, teachers, parents and the society. The good thing about prototyping education is to build experiences that are related to the context and culture. Building an experience in Brazil is totally different from Singapore, China… Or even the experience in the same country can be diverse. It’s important to prototype to learn fast and build good and coherent experiences inside one culture/context.

This post was a brief introduction about prototyping experiences. Martin Zabaleta also gave a workshop in the first day of the #ISA2012.
*Images from Facebook/Corbis

References
Teaching Kids Design Thinking, So They Can Solve The World’s Biggest Problems
Designing to Build Trust : The factors that matter
Agile Problems, UX Solutions, Part 1: The Big Picture and Prototyping
Co-designing with Children
Design For The Real World: Human Ecology and Social Change
An Early Champion of Good Sense
Iterating for Visitors at the Exploratorium

photo credit: e350 paper prototype via photopin (license)

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