“This research examines aspects of the creative process such iteration and comparison, two key strategies for discovering contextual design variables and their interrelationships. We found that, even under tight time constraints when the common intuition is to stop iterating and start refining, iterative prototyping helps designers learn. Our experiments also indicate that creating and receiving feedback on multiple prototypes in parallel— as opposed to serially — leads to more divergent ideation, more explicit comparison, less investment in a single concept, and better overall design performance. Most recently, we found that groups who produce and share multiple prototypes report a greater increase in rapport, exchange more verbal information, share more features, and overall, reach a better consensus.” (Stanford HCI Group)