The emergence of 'zygotics': Using science fiction to examine the future of design prototyping

This paper blends an empirical case study with science fiction prototyping (SFP) to explore the current and future of design prototyping. Mixing methods in this way improves the robustness of the SF prototype and mitigates the criticism that SFP may be used in an insufficiently-grounded way. In addition to this methodological contribution the study makes a subject contribution by illuminating the impact of emerging technologies on creativity, and re-imagining design within a co-creation workspace. We explore the interplay between creative and business processes, often caricatured stereotypically as the 'creatives' versus the 'suits', and 'magic' versus 'logic'. We use data captured during a collaborative case study between a highly-innovative design company and business researchers. The case focused on a designer as she completed a design brief for a simulated new product. The study surfaced areas of disconnect between the creative aspects and the drive for business efficiency in the design process. Two key areas; interaction between variables and concept transference were identified. The discussion considers issues related to how design might transform into a co-creative activity conducted in a technology-enhanced workspace where the distinctions between creative design and business processes are all but eradicated.