廣田章光
The XXXIII ISPIM Innovation Conference "Innovating in a Digital World", held in Copenhagen, Denmark on 05 June to 08 June 2022. 1 - 11 2022年06月
[査読有り] The effectiveness of prototyping in the trial-and-error phase of the development start-up phase is clarified from the perspective of dialogue. When developing a product or service that does not exist in society, the starting stage of development is a "fuzzy front end" situation (Khurana A. and Rosenthal S.R 1998, Herstatt,C. and Verworn,B. 2001). Therefore, clues are found in the trial and error of developers (Lester and Piore2004). One type of trial-and-error is the behavior of representation. Representing information in the mind is effective in creating new information (Schön 1983). The person who expresses the information is confronted with the representation and creates new information. This is reflective conversation, the interaction between representation and cognition (Schön 1983). In the realm of design thinking, the role of the prototype is the demonstration of a problem-solving idea (Kelly and Kelly 2013,Brown 2019). Therefore, there is a lack of research on the use and effectiveness of prototypes at the "fuzzy front end" (Carleton 2009). In this study, the effectiveness of prototypes in customer discovery was examined from the perspective of reflective conversation. As a result, we proposed a model in which "original experience," representation, and cognition are in dialogue..