More about Simulation/ Modelling
In the early stages of design, the researcher spends a lot of time in research to figure out the potential solutions to a problem that the target customer segments are facing. The researcher may start believing that they have arrived at an ideal solution, which introduces a bias or limits the extent to which a researcher is willing to explore. It is, therefore, important to test out these solutions in the form of modelling and simulation to collect immediate feedback on design decisions and carry out a more comprehensive exploration of alternatives to incorporate changes before designing the final product or service for launch in the market for a wider audience.
This is especially true for online models and simulations, here the model can be accessed by a large number of users at a time and the user experience, heat maps, analytics and other data from the simulation can be captured and analyzed to draw conclusions.
A small part or whole virtual product solution or service offering can be modelled to test the design specifications. Modelling helps to bring ideas or concepts to life and explore the real-world acceptance, impact or value that idea or concept can have. Modelling also helps in thinking through, building an understanding of customer or user experiences and bridges the gap between the proposed design and the user needs. Models also help poke holes in design research that would be difficult to spot otherwise until the product is launched.
Advantages of Simulation/Modeling
1. Number of users
The number of users who can be involved in the testing of models and simulations can be large if the simulation is online.
2. Validation of research findings
Research conducted during the early stages of a project does not tell us everything about the optimal solution. A lot of positive feedback or glitches are discovered only once we test. By modelling and simulations, we can uncover far richer insights and validate findings from initial research.
3. Applications
Modelling can be used to test a different kind of ideas, concepts in different forms as well as applicable at different stages of design and re-design process.
4. Issues and Error Identification
Modelling and Simulation allows identifying issues as well as errors or biases that may have been introduced into research during the early stages of solution formulation.
5. End-User engagement
Simulation helps engaging with potential customers and getting first hand feedback on design decisions. This also gives deeper insights and a better idea of the value that can be captured from a proposed solution.
Disadvantages of Simulation/Modeling
1. Added Time and Costs
Modelling is not as inexpensive as it sounds. Even though, prototyping helps making informed decisions about the design direction for a product or service, it is still an additional cost as recruiting users, testing, making alterations and testing again can take up a lot of time as well as investments not initially anticipated.
2. End-user recruitment
The kind of testing involved and the quality of feedback collected depends a great deal on the end-users that are recruited to test a solution. If for some reason, the recruitment isn’t accurate or doesn’t involve a large set of users then important insights could get missed.