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Why apegroup think it is such a great methodology
when looking into a context
This is where our users live their life nowadays.
Constantly in motion and always on the ﬂy.
Fact, not ﬁction, people.
The reason why we even get up in the morning
is that we want to deliver services that
embraces continuity, are contextually aware,
speaks the lingo of connectivity and
understands the importance of coherency. We
ﬁrmly believe that this is where we can make a
diﬀerence for people and brands.
When we’re designing services for a life in
motion we have to design for a context.
Wearables lika smart watches moves us in that
direction. This is where Experience Prototyping
comes into play to give us the eﬀect that we
want. Experience prototyping is valuable when
you design a service that adopts to the situation
So you can’t hide behind a desk doing it.
An Experience Prototype is any kind of
representation, in any medium, that is designed
to understand, explore or communicate what it
might be like to engage with the product,
space or system we are designing.
Experience Prototyping is research through
design and learning through practice
Time: Of day/year
Relationship: Human, machine, system etc.
A context can be natural, constructed or imagined.
But remember that it’s an important component
when validating ideas or when you get new ideas.
Start by understanding the user, existing user
activities and experiences in an context.
Understand how the digital touch points and
interfaces support these user activities and enhance
the user experience in a that specific context.
Got it? Good. Now we can start to push things a bit
further by exploring and evaluating future design ideas.
Might this be the way we shop in this specific context in
At this stage you can start to simulate contextual data in
the service connected to time, relationship and place.
From there we can begin to give a contextual meaning
to the service.
Space: Near a restaurant
system shows cold &
Experience Prototyping is also an excellent
technique when you want to communicate
ideas to an audience. It’s easy for the audience
to zoom into the context and experience the
problem at hand. This gives a better
understanding of the idea you want to
Experience prototyping is valuable when you design a service that adopts to the situation you are in
• Design for understanding and learn through practice
• Really start to understand the user, user activities and problems in a context
• Then you add the digital touchpoint supporting these activities and enhance the experience
• Experiment and iterate to learn and reﬁne
• First zoom into the context. Then you can start to innovate
• Don’t forget to simulate the data to learn what gives meaning and makes it personal to the user
Interested in learning more?
Contact Jonas Wikström at: