Web Directions South Presentation by Stephen Cox on how to make useful things no one knows they want.

1. Building ethnography into the design process Making useful things no one knew they needed

2. Life is complex

4. ½ of Me

5. Struggling with complexity

6. Complexity and context

7. My job

8. Grounded

9. What is research?

10. Continuum

11. Strategic Tactical Culture People Wants Websites Users Usability

12. Strategic Tactical Interactional Structural Evaluatative Behavioural Ethnographic

13. Observation Contextual interviews Structured interviews Diaries / probes Ethnographic techniques

14. Help build understanding

15. The process

16. Get stuff Think about it Transform it Output stuff

17. Big questions?

18. Getting there

19. Answering the big ones

20. Secondary research

21. Do your own

22. Carsguide.com.au

23. Getting stuff (ethnographic research)

24. The broader context

25. Field research it’s peachy

26. Thinking about stuff (applying theory)

27. “ I hate dealers, they are always trying to sell you something” “ Car dealers ... They don’t care about you just about the sale” Dealers > Sales focused Dealers > Sales focused

28. Dealers > Sales focused Dealers > More practiced Purchaser > Just browsing

29. Iteration

30. Transform it

31. Findings

32. Output stuff (deliverables)

33. Tome

34. Visualisations

35. Case studies

36. Then what?

37. Carsguide marketing

38. Carsguide Sales team

39. The designers

40. Teamwork Image from: Joe Shlabotnik http://www.flickr.com/photos/joeshlabotnik/305410323/

41. Life is complex But understandable