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Unformatted text preview: Orland, 2001 (How) can we
Steven Dow et al. Design an Egg Drop Device Participants picked their concept early ITERATION
PARTICIPANT “No... for some approach for such to be the only
“I am is the the whole parachute idea and what kinda just had
“This not a veryreason... this seemsa design...” I Iidea. There one
“I went withbest good outside-the-box thinker, so had from theneeds to be
a platform and
idea and I was then as try to make it work...”
beginning...” going to good of cushion as possible... I don’t see any other Functional ﬁxation Duncker, 1945 Functional ﬁxation Duncker, 1945 How does parallel prototyping
— as opposed to a serial approach —
aﬀect design performance?
Prototype Prototype Prototype
Feedback Feedback Feedback Prototype
Feedback Prototype Prototype PARALLE
L SERIAL Task: Create an Ad Method (n=33)
serial paralle FINAL Expert critique
Ambidextrous wants an ad that
reaches out to design practitioners,
students, and researchers.
composition and layout
Try to create visual ﬂow for the
viewer; what should the viewer see?
Use color to create emphasis, to
separate diﬀerent elements, or to
categorize content. Measures
• Click-through rate (clicks per impression)
• Time on client site (seconds)
• Expert ratings (clients and ad professionals) Users clicked Parallel ads at a
higher rate than serial ads
240 445 180 398 120
0 Parallel Serial F(1,30)=4.227
p<.05 Visitors from parallel ads spent
more time on...
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This document was uploaded on 01/11/2013.
- Fall '09
- Human-Computer Interaction