In this article, we will introduce a co-design method called Storytelling Group that has been developed and tested in three service design cases. Storytelling Group combines collaborative scenario building and focus group discussions. It inspires service design by providing different types of user information: a fictive story of a customer journey is created to illustrate a 'what if' world, users tell real-life stories about their service experiences, users come up with new service ideas, and they are also asked about their opinions and attitudes in a focus-group type of discussion. The method was developed for service design cases where a longer time perspective has an important role. Moreover, the method is a quick start for actual design work but still includes users in the process.
In this paper we introduce the method of dramaturgical reading, which was originally a method of producing different crystallized and associative theatrical and graphical presentations of a role character in a drama context. We transfer dramaturgical reading into the field of user-centered design in order to understand, analyze and represent usercentered material. We compare a persona created with dramaturgical reading to a user profile and persona. We state that adapting a role character as an embodied and concrete user description in user-centered design improves the designers' ability to empathize and understand the users, thus improving the results of the design process. We believe personas must be enabled to "come to life" and allowed to develop in the minds of the designers using them. The dramaturgical method is one way of accomplishing this.
In this article, we discuss the application of drama and dramaturgy to user-centered product concept design (UCPCD) processes, aiming to create a more holistic approach to designing user experiences. We present the UCPCD process and its background, and a selection of interactive theater tools that can be applied to UCPCD. Through a case study we introduce a practical implementation of these tools to UCPCD. The paper concludes by suggesting guidelines for using drama and dramaturgy in concept design activities. The key finding is that drama methods deepen the designers' involvement in the process and improve understanding of the user communities' behavior.
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