Participatory Methods
Parallel Design
Parallel Design gives teams a repeatable qualitative research practice. It keeps everyone aligned around design & prototyping by helping you quick generation of ideas, diverse perspectives, and discovery of multiple approaches. Grounded in participatory methods, the method turns insight into tangible next steps.
Goal
Design & Prototyping
Group
Qualitative Research
Users
No User Involvement
Overview
Parallel Design is a collaborative design approach where multiple designers or teams work simultaneously on different solutions to the same problem. By exploring diverse ideas and perspectives, Parallel Design fosters creativity and reduces the risk of tunnel vision. It's often used in product design, user interface development, and innovation projects, where harnessing collective creativity leads to more robust solutions. Parallel Design encourages experimentation, iteration, and convergence on the most promising concepts.
Step-by-Step Procedure
10 steps to complete
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1. Form Design Teams
Create small design groups, ideally composed of 3-4 individuals, which can include UX designers, developers, and stakeholders. Each team will work independently on designing solutions for the same problem.
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2. Define Design Goals
Clearly outline the goals, objectives, and requirements of the project. Each team should have a solid understanding of the problem they need to solve, target users, and any constraints or restrictions that may apply to the design.
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3. Set Design Timeline
Determine the appropriate amount of time for the design exercise. Give each team a deadline by which they need to present their design solutions. The timeline can be anywhere from a few hours to a couple of days, depending on the scale and complexity of the project.
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4. Develop Design Solutions Independently
Each team works independently to design their own unique solution to the problem. Encourage divergent thinking and exploration of different ideas during this phase. Teams should focus on creating functional prototypes or wireframes which represent their design solutions.
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5. Review and Compare Solutions
Bring all teams together to present their design solutions to the larger group. Encourage open discussion and critique of each solution, identifying strengths and weaknesses in each design. Look for trends and common elements among the different designs.
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6. Select and Refine the Best Ideas
From the discussions, identify the best ideas, features, or components from each design. Work towards combining these elements into a single, cohesive design solution. It may be helpful to have a group discussion or voting process for selecting the best ideas.
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7. Develop a Unified Design
Use the selected best ideas to create a unified design solution. Assign a smaller team or individual to integrate the different features and elements from the various solutions into a single, cohesive prototype or wireframe design.
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8. Perform Usability Testing
Conduct usability tests on the unified design solution to evaluate its effectiveness in solving the original problem. Gather feedback from the target users and analyze the findings to identify areas of improvement.
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9. Iterate and Improve
Based on usability testing feedback, iterate on the design, making necessary improvements and refinements. Continue iterating and testing until the design meets the project goals and objectives, and provides a satisfying user experience.
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10. Implement and Launch
Once the final design is developed and tested, implement the solution and launch the product. Monitor user engagement and gather feedback post-launch to fine-tune the design as needed for ongoing improvements.
Method Complete
Real-World Examples
See how this method is applied in practice
Understanding Deal Discovery Behavior
Research conducted with Groupon users to understand how they discover and evaluate local deals. Participants included frequent buyers in the Food & Drink and Health & Beauty categories, as well as occasional users. The study revealed that users rely heavily on personalized recommendations and location-based filtering, with visual imagery and merchant ratings being key decision factors. Users also expressed interest in occasion-based browsing like "date night deals" or "weekend activities."
Local Merchant Experience Research
Study with restaurant, spa, and fitness business owners to understand their experience with Groupon's merchant platform. Participants included both new merchants in onboarding and experienced merchants running multiple campaigns. Findings showed merchants struggled with understanding optimal pricing strategies, setting deal capacity, and interpreting performance analytics. Many requested competitive benchmarking and seasonal promotion guidance.
Deal Redemption Experience Study
Research with Groupon customers who recently redeemed deals at local businesses. The study focused on the in-person redemption experience, including showing vouchers to merchants, handling booking requirements, and resolving issues. Insights revealed that users felt anxious about merchant acceptance and wanted clearer communication about what to expect during redemption.
Deliverables
What you'll produce from this method
Design Brief
A comprehensive document outlining the project goals, requirements, and constraints for all design teams.
Team Assignments
A clear designation of team members, roles, and responsibilities for each design team.
Individual Design Concepts
Initial design ideas or sketches developed independently by each team.
Design Reviews
Periodic team meetings to present, discuss, and critique each team's design concepts, with a focus on collaboration and constructive feedback.
Combined Design Concept
An integrated design solution that incorporates the best features and ideas from each team's individual concepts.
Usability Testing Plan
A structured approach to testing the combined design concept with real users to gather insights and feedback.
Usability Test Results
A summary of user feedback, pain points, and suggested improvements identified during usability testing.
Iterations and Redesign
Revisions to the combined design concept, based on usability test results, team feedback, and additional design exploration.
Final Design Report
A comprehensive document detailing the finalized design solution, supporting research, and design process, including a summary of collaborative efforts and key learning points.
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