Ethnographic Research for Design Innovation

Ethnographic Research for Design Innovation

CHI Atlanta, 25 March 2010

Paul Bryan | Usography Corporation

Introduction
Topics:
What Is Ethnography
When To Use Ethnography
Ethnography Project Structure
Data Collection Methods
Data Analysis and Reporting

Audience Participation: Ethnography for Resort Guest System

2 Usography (www.usography.com)

Introduction
About Usography

Who: User research and design strategy agency

What: E-commerce, employee portals, web apps, information devices

Where: Wherever customers and employees go

For Whom:



1) What Is Ethnography?


What is Ethnography?
Ethnography is observing behavior in natural settings


Observation is Powerful!
"I was walking one day. I see a guy with … his pants on the
ground. That's what gave me an inspiration.” General Larry Platt


Observation is Powerful!
1) Observation:
Pants on the ground
2) Dig deeper:
Gold in your mouth, hat
turned sideways
3) Add perspective:
Call yourself a cool cat
Looking like a fool
4) Packaging and
presentation:
Song, American Idol


Anthropological method for describing cultures
➔  Ethnography literally means “writing about people
groups”

➔  Formulated in the 1800’s as a method for studying
“native” cultures

Bronislaw Malinowski with Trobriand Islanders in 1918


Anthropological method for describing cultures
➔  Applied to Market Research in the 1980’s

➔  Research conducted in a natural context: i.e. in the
home, in a store, in an airport, in a work place


Characteristics of ethnographic research:
1. Takes place “in the field”
2. Observation is primary data collection technique
3. Interviews are used to clarify observations
4. Attention is paid to context and artifacts
5. Field notes coded and analyzed for themes and
variables


Usography Ethnographic Research project examples:
National mobile carrier
➔ Location: Mobility retail outlets
➔ Target: How people shop for cell phones and carriers

Women’s clothing retailer
➔ Location: Department stores
➔ Target: How women shop for clothing

Financial services provider
➔ Location: In homes
➔ Target: How people manage their finances

International airline
➔ Location: In airports
➔ Target: Information usage of a mobile workforce



2) When To Use Ethnography


Ethnography produces fresh insights for design strategy


Deciding when Ethnography is the right method

➔  Identify fundamental experience factors
➔  Innovate the mundane
➔  Operationalize key concepts
➔  Discover the unspeakable
➔  Plan cultural variations


Aligning research methodology to design phase
Design Concept

Design solution does not exist Design solution does exist
Key concepts not well-defined Key variables can be measured

Initiation Launch

Discovery Formulation Evaluation

Ethnography Survey Depth Interviews Formative Usability Evaluative Usability



3) Ethnography Project Structure


Applied Ethnography has well-defined objectives


Steps in an Ethnography project:
1.  Determine the research question or focus
2. Determine the research location and context
3. Determine the data capture methods
4. Design the data capture
5. Recruit participants
6. Obtain access to field


Steps in an Ethnography project (cont’d):
7. Set up the tools and materials
8. Conduct the research
9. Reduce the data to essential values
10. Code the data according to themes and sub-themes
11. Report findings and recommendations
12. Determine follow-up research



4) Data Collection Methods


Ethnography produces a feast of rich data


(Participant) Observation
➔  The “original” ethnographic research method
➔  With or without video
➔  Coupled with informant debriefs


Participant observation tips
➔  Focus on behaviors that reveal key design concepts
➔  Capture cases at opposite ends of scale
➔  Look for the unseen behavioral scaffolding
➔  Be the foreigner
➔  Follow the golden rule


Supplemental research methods include:
➔  Artifact analysis
➔  Context mapping
➔  Participant diaries, collages, or photojournals
➔  Shop along
➔  Digital Ethnography (…Webnography?)


Context Mapping Template:



5) Data Analysis and Reporting


Ethnography results in actionable findings


Steps in Ethnography data analysis and reporting:
➔  Review complete data set
➔  Text analysis and coding (Atlas.ti, nVivo)
➔  Themes and variables
➔  Mental, behavioral, experience model
➔  Findings and recommendations
➔  Design strategy, concept



Audience Participation:

Plan an Ethnography study for hotel resort guest system



Questions?


Ethnographic Research for Design Innovation

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (6)

Similaire à Ethnographic Research for Design Innovation

Similaire à Ethnographic Research for Design Innovation (20)

Plus de CHI*Atlanta

Plus de CHI*Atlanta (8)

Ethnographic Research for Design Innovation