Commercial Ethnography Innovating Information Experiences
James Kalbach <ul><li>User Experience Design  LexisNexis </li></ul><ul><li>LIS Degree  Rutgers University </li></ul>
<ul><li>Direct Observations  </li></ul><ul><li>Natural Setting </li></ul><ul><li>Participant Observers </li></ul><ul><li>‘...
<ul><li>Holistic </li></ul>Ethnography is… Observational Qualitative Context Engagement Naturalistic Subject centred Naive...
<ul><li>a.k.a.  </li></ul><ul><li>Field Studies, Workplace Studies, Cultural Probes </li></ul><ul><li>Immersive Research, ...
<ul><li>Beyond what people say </li></ul><ul><li>Unexpressed needs </li></ul><ul><li>Real world visible </li></ul><ul><li>...
<ul><li>1  Evangelise </li></ul><ul><li>2  Prepare </li></ul><ul><li>3  Conduct </li></ul><ul><li>4  Analyse </li></ul><ul...
<ul><li>Demonstrate value  </li></ul><ul><li>Cost = Usability test </li></ul><ul><li>Make business arguments </li></ul><ul...
<ul><li>P&G spends for more time  living  with people in there homes,  shopping  with them in stores, and being part of th...
<ul><li>Start small - 6 participants </li></ul><ul><li>Outside of project lifecycle </li></ul><ul><li>Recruiting </li></ul...
<ul><li>Observational interviews </li></ul><ul><li>Open questioning, but semi-structured </li></ul><ul><ul><li>Exemplary t...
4. Analysis Environment Industry Organisation Physical Environment Technical Setup Opportunities Pains/Pleasures Known Nee...
<ul><li>I prefer directed observation: search out the workarounds, hacks, and clever improvisations of everyday life. That...
<ul><li>Long Way </li></ul><ul><li>Transcribe session </li></ul><ul><li>Code text with themes </li></ul><ul><li>Find patte...
<ul><li>Workshop </li></ul><ul><li>Make findings visible </li></ul><ul><ul><li>Brainstorm </li></ul></ul><ul><li>Outcomes ...
<ul><li>Re-visit users  </li></ul><ul><li>Discuss findings </li></ul><ul><li>Show them deliverables </li></ul><ul><ul><li>...
<ul><li>Why do lawyers prefer paper? </li></ul><ul><ul><li>Habit </li></ul></ul><ul><ul><li>Reading online </li></ul></ul>...
<ul><li>Why do lawyers prefer paper? </li></ul><ul><ul><li>Overview of information </li></ul></ul><ul><ul><li>Comparison o...
One thing I find helpful is sometimes when matters cross boundaries, you can have three books open on your desk at the sam...
<ul><ul><li>“ Redefining the Reading Experience” </li></ul></ul>
<ul><ul><li>“ With LexisNexis, everything is the same” </li></ul></ul>
We had to out-book the book  “ „
Tangible UI Easy to Recognize Shareable Online > Offline “ Whenever we are organizing information, the book is too powerfu...
<ul><li>Observe the information experience  </li></ul><ul><li>Spend time on location </li></ul><ul><li>Do  user  research ...
<ul><li>Thank You </li></ul><ul><li>www.experiencinginformation.com </li></ul>
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Commercial Ethnography Euro Ia 2008 Kalbach

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Presentation given by James Kalbach at the Euro IA 2008 conference in Amsterdam on Commercial Ethnography

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Commercial Ethnography Euro Ia 2008 Kalbach

  1. 1. Commercial Ethnography Innovating Information Experiences
  2. 2. James Kalbach <ul><li>User Experience Design LexisNexis </li></ul><ul><li>LIS Degree Rutgers University </li></ul>
  3. 3. <ul><li>Direct Observations </li></ul><ul><li>Natural Setting </li></ul><ul><li>Participant Observers </li></ul><ul><li>‘ Thick Descriptions’ </li></ul>Life is Complex Image from: www.pbase.com/drasko/mindoro_tribes
  4. 4. <ul><li>Holistic </li></ul>Ethnography is… Observational Qualitative Context Engagement Naturalistic Subject centred Naivety Flexible Evolving Thick Descriptions
  5. 5. <ul><li>a.k.a. </li></ul><ul><li>Field Studies, Workplace Studies, Cultural Probes </li></ul><ul><li>Immersive Research, Design Ethnography </li></ul>Commercial Ethnography <ul><li>Meet business needs </li></ul><ul><ul><li>Accelerated time scales </li></ul></ul><ul><ul><li>Focused themes </li></ul></ul><ul><ul><li>Directed observation </li></ul></ul><ul><li>Strategic impact </li></ul><ul><li>Innovation </li></ul>
  6. 6. <ul><li>Beyond what people say </li></ul><ul><li>Unexpressed needs </li></ul><ul><li>Real world visible </li></ul><ul><li>Longevity of data </li></ul><ul><li>Fuels creativity </li></ul><ul><li>Innovation opportunities </li></ul><ul><li>Informs your intuition </li></ul>Benefits
  7. 7. <ul><li>1 Evangelise </li></ul><ul><li>2 Prepare </li></ul><ul><li>3 Conduct </li></ul><ul><li>4 Analyse </li></ul><ul><li>5 Ideate </li></ul><ul><li>6 Validate </li></ul>Our Approach
  8. 8. <ul><li>Demonstrate value </li></ul><ul><li>Cost = Usability test </li></ul><ul><li>Make business arguments </li></ul><ul><ul><li>Business literature </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Success stories </li></ul></ul><ul><li>Find a champion </li></ul>1. Evangelise
  9. 9. <ul><li>P&G spends for more time living with people in there homes, shopping with them in stores, and being part of their lives . This total immersion leads to richer consumer insights, which helps identify innovation opportunities that are often missed by traditional research. </li></ul>“ „
  10. 10. <ul><li>Start small - 6 participants </li></ul><ul><li>Outside of project lifecycle </li></ul><ul><li>Recruiting </li></ul><ul><ul><li>Interviews at workplace </li></ul></ul><ul><li>Define business objectives </li></ul>2. Prepare
  11. 11. <ul><li>Observational interviews </li></ul><ul><li>Open questioning, but semi-structured </li></ul><ul><ul><li>Exemplary tasks & typical day </li></ul></ul><ul><ul><li>Critical incident </li></ul></ul><ul><li>Record audio and take photos </li></ul><ul><li>Bring sponsors </li></ul>3. Conduct
  12. 12. 4. Analysis Environment Industry Organisation Physical Environment Technical Setup Opportunities Pains/Pleasures Known Needs & Ideas Effectiveness/Ineffectiveness Efficiencies/Inefficiencies Workarounds Novel Technologies Artefacts Tools Resources Work Products People & Work Actors Roles Work Activities Observations
  13. 13. <ul><li>I prefer directed observation: search out the workarounds, hacks, and clever improvisations of everyday life. That’s where the answers lie: someone else has already encountered the need, someone else has already hinted at a solution. </li></ul>“ „ “ Workarounds and Hacks – The Leading Edge of Innovation,” interactions (Aug 2008)
  14. 14. <ul><li>Long Way </li></ul><ul><li>Transcribe session </li></ul><ul><li>Code text with themes </li></ul><ul><li>Find patterns </li></ul><ul><li>Effort for a 2-hour interview </li></ul><ul><li>Transcription: very long </li></ul><ul><li>Coding: 8 hours </li></ul>Analysis <ul><li>Short Way </li></ul><ul><li>Spreadsheet with themes </li></ul><ul><li>(Re-listen to interviews) </li></ul><ul><li>Fill in columns </li></ul><ul><li>Find patterns </li></ul><ul><li>Effort for a 2-hour interview </li></ul><ul><li>Transcription: none </li></ul><ul><li>Coding: 2-4 hours </li></ul>Data = Text + Observations
  15. 15. <ul><li>Workshop </li></ul><ul><li>Make findings visible </li></ul><ul><ul><li>Brainstorm </li></ul></ul><ul><li>Outcomes </li></ul><ul><ul><li>Ideas for new products and services </li></ul></ul><ul><ul><li>Enhancements to existing product </li></ul></ul><ul><li>Assign ownership </li></ul><ul><li>Delivering a report is not the goal </li></ul>5. Ideate
  16. 16. <ul><li>Re-visit users </li></ul><ul><li>Discuss findings </li></ul><ul><li>Show them deliverables </li></ul><ul><ul><li>Personas </li></ul></ul><ul><ul><li>Scenarios </li></ul></ul><ul><ul><li>Diagrams </li></ul></ul><ul><ul><li>Product ideas </li></ul></ul><ul><li>In groups or individually </li></ul>6. Validate
  17. 17. <ul><li>Why do lawyers prefer paper? </li></ul><ul><ul><li>Habit </li></ul></ul><ul><ul><li>Reading online </li></ul></ul><ul><ul><li>Security </li></ul></ul><ul><ul><li>Backup </li></ul></ul><ul><ul><li>Dependency on third party </li></ul></ul><ul><ul><li>Portability </li></ul></ul><ul><ul><li>Annotations </li></ul></ul>Information Experience
  18. 18. <ul><li>Why do lawyers prefer paper? </li></ul><ul><ul><li>Overview of information </li></ul></ul><ul><ul><li>Comparison of multiple sources </li></ul></ul><ul><ul><li>Visual aspects for organisation </li></ul></ul><ul><ul><ul><li>Colour coding </li></ul></ul></ul><ul><ul><li>Physical aspects for workflow </li></ul></ul><ul><ul><ul><li>Piles to prioritize and sort </li></ul></ul></ul><ul><ul><ul><li>Location indicates task </li></ul></ul></ul><ul><ul><ul><li>Size shows how much work </li></ul></ul></ul>Information Experience
  19. 19. One thing I find helpful is sometimes when matters cross boundaries, you can have three books open on your desk at the same time and refer to all of them at once. I don’t know whether that would be possible if you were looking online. “ „
  20. 20. <ul><ul><li>“ Redefining the Reading Experience” </li></ul></ul>
  21. 21. <ul><ul><li>“ With LexisNexis, everything is the same” </li></ul></ul>
  22. 22. We had to out-book the book “ „
  23. 23. Tangible UI Easy to Recognize Shareable Online > Offline “ Whenever we are organizing information, the book is too powerful an idea to do without in some form or other.“ - David Gelernter
  24. 24. <ul><li>Observe the information experience </li></ul><ul><li>Spend time on location </li></ul><ul><li>Do user research </li></ul><ul><li>Seek workarounds and hacks </li></ul><ul><li>Create ‘thick descriptions’ </li></ul><ul><li>Focus research for business impact </li></ul><ul><li>Involve stakeholders </li></ul><ul><li>Empathy for Users = Design Intuition </li></ul>Conclusions
  25. 25. <ul><li>Thank You </li></ul><ul><li>www.experiencinginformation.com </li></ul>
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