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Iteration can help people improve ideas. It can also give rise to fixation, continuously refining one option without considering others. Does creating and receiving feedback on multiple prototypes in parallel, as opposed to serially, affect learning, self-efficacy, and design exploration? An experiment manipulated whether independent novice designers created graphic Web advertisements in parallel or in series. Serial participants received descriptive critique directly after each prototype.doi:10.1145/1879831.1879836 fatcat:3hjjlz4mlncv3njn6vd7f34f24