Title Page
Abstract
Contents
I. Introduction 11
II. Literature Review 13
2.1. Expanding concept of prototyping with evolving design field 13
2.2. Fuzzy front-end of new product/service development 16
2.3. User/customer engagement in developing new services 17
III. Method 18
3.1. Three new service concept design projects 18
3.1.1. Electronics Giant 18
3.1.2. Will preparation digital service startup 19
3.1.3. Interpretation volunteerism NGO 19
3.2. Divergent and convergent prototype workshops 20
3.2.1. Divergent Prototype Workshop 20
3.2.2. Convergent Prototype Workshop 23
3.3. Data collection 23
3.4. Data analysis 26
IV. Result 28
4.1. Shaping conversation 28
4.1.1. Preventing ambiguous conversation by tangibilizing the intangibles 28
4.1.2. Managing scope and depth of discussion by density of sequential service evidence 29
4.1.3. Stimulating the proactiveness in the discussion by recruiting the right people 30
4.2. Handling the fuzziness through prototyping 31
4.2.1. Confirmation/rejection by users 31
4.2.2. Finding the right direction 32
4.2.3. Building consensus with clients 33
4.3. Organizationally situated benefit of prototyping 33
4.4. Prototyping as a coordination of activities surrounding the prototype 34
V. Discussion 36
5.1. Redefining prototyping through density of sequential service evidence 36
5.2. Communicating with the (potential) users by prototyping for exploration of possible design direction 37
5.3. Broadening the concept of prototyping as a coordination of activities surrounding the prototype 39
VI. Conclusion 41
6.1. Limitations and Suggestions for Future Studies 41
References 43
Appendices 47
Appendix 1. Interview topic guide for student designers. 47
Appendix 2. Interview topic guide for client personnel. 49
Appendix 3. An example of visual stimuli used in the interview with the client personnel from Startup. 50
Appendix 4. Original excerpts of the interviews cited in the thesis. 51
Table 1. Student designer interviewee information and case study design project involvement 18
Table 2. Case study projects information 21
Table 3. Divergent and convergent prototype workshops in case study design projects 22
Table 4. Client interviewee information 26
Table 5. Comparison between fidelity and density of sequential service evidence 38
Figure 1. An example of Concept Sheet from the project with Startup 24
Figure 2. An example of Key Screens from the project with NGO 25