Whereas the primary function of traditional role-playing is to gain an empathic sense of users by acting their part, bodystorming encourages active design ideation, concept generation, and even testing of ideas in parallel. During the bodystorm, in addition to props simulating typical products and environmental features that already exist, concept ideas can be integrated and tested in play, and the active situation can inspire the spontaneous creation of additional new product and service concepts. If well executed, bodystorming captures a realistic scenario of use through immersive acting in a simulated context, and the process is seamlessly empathic.