Introduction
Authors Giulio Iacucci, Kari
Kuutti and Mervi Ranta’s article On the Move with a Magic Thing: Role Playing
in Concept Design of Mobile Services and Devices discusses using two participatory techniques
including role playing to investigate the end-user’s experience of a new
product in a possible wireless network in order to link use scenarios with the
generative design process. The first technique uses a role-playing game, where
users play in a representation of the environment using toys. The second
technique, SPES (Situated and Participative Enactment of Scenarios), users are
followed during their normal activities and provided with very simple mock-ups.
Summary
For the role playing scenario, participants
play roles or act as themselves in given situations. The situations and the
roles are taken from the user studies or else are invented. The players imagine
what kind of devices or services could support their mobility and
communication, and they discuss, and act out the ideas in the given situation. Each
session was opened by an introduction with which to state the goals and to
inform the players about the game material. The games lasted about 2 hours. The
authors designed the game for 5 participants, in which 3 users were actual
players and 2 were designers who helped keep the game moving. One designer also
acted as a game master, monitoring the game and seeing that the rules were
followed. In terms of environment, the authors prepared 5 different places that
players would probably visit with their toy characters during the game, which each
had incident cards would introduce some surprises to the game. After the play,
the users form small groups engaging in several conversations about the concept
armed with a full understanding of the implications, operations and
expectations of what the product would do.
The second technique, SPES, the
authors provided users with very simple mock-ups of future devices. The users
use the mock-ups to envision ideas of services and product features acting out
use scenarios as interesting situations arise. A designer shadowed the user for
one or two days in his/her normal activities and documented with a diary to
record the user’s activities.
Conclusion
The two techniques described
yielded different types of product concepts. The role-playing games seem to be appropriate
for services involving group interaction and dynamic incidents. On the other
hand, SPES helped to consider also less dynamic activities like listening to
music or checking news on the web. Moreover, the scenarios extracted from SPES
are more detailed because it is possible to record realistic contextual information.
The two techniques provided a platform which helps the designer and the users
discover use scenarios taking into account the various aspects of mobility and
the reality of human action.
Source
Iacucci, G., Kuutti, K., &
Ranta, M. (2000). On the move with a magic thing: Role playing in concept
design of mobile services and devices. Designing Interactive Systems,
Retrieved from http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.101.8900
What's interesting is that the authors used a role-play technique to design new wireless product. However, the one of the most successful wireless products, the iPhone didn't go through any market research like this. Apple has openly shunned any type of market research. The company has the philosophy of not asking customers what they want because the customer doesn't know what they need.
ReplyDeleteFor apple, I don't think they really needed to do any research. They are already branded, and know the basic trend in technology of making products smaller, faster, slicker, and include all forms of communication if possible,....and have access to facebook.
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