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Commercial Ethnography Euro Ia 2008 Kalbach
 

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

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 Commercial Ethnography Euro Ia 2008 Kalbach Presentation Transcript

    • Commercial Ethnography Innovating Information Experiences
    • James Kalbach
      • User Experience Design LexisNexis
      • LIS Degree Rutgers University
      • Direct Observations
      • Natural Setting
      • Participant Observers
      • ‘ Thick Descriptions’
      Life is Complex Image from: www.pbase.com/drasko/mindoro_tribes
      • Holistic
      Ethnography is… Observational Qualitative Context Engagement Naturalistic Subject centred Naivety Flexible Evolving Thick Descriptions
      • a.k.a.
      • Field Studies, Workplace Studies, Cultural Probes
      • Immersive Research, Design Ethnography
      Commercial Ethnography
      • Meet business needs
        • Accelerated time scales
        • Focused themes
        • Directed observation
      • Strategic impact
      • Innovation
      • Beyond what people say
      • Unexpressed needs
      • Real world visible
      • Longevity of data
      • Fuels creativity
      • Innovation opportunities
      • Informs your intuition
      Benefits
      • 1 Evangelise
      • 2 Prepare
      • 3 Conduct
      • 4 Analyse
      • 5 Ideate
      • 6 Validate
      Our Approach
      • Demonstrate value
      • Cost = Usability test
      • Make business arguments
        • Business literature
        • Competitors
        • Success stories
      • Find a champion
      1. Evangelise
      • 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.
      “ „
      • Start small - 6 participants
      • Outside of project lifecycle
      • Recruiting
        • Interviews at workplace
      • Define business objectives
      2. Prepare
      • Observational interviews
      • Open questioning, but semi-structured
        • Exemplary tasks & typical day
        • Critical incident
      • Record audio and take photos
      • Bring sponsors
      3. Conduct
    • 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
      • 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.
      “ „ “ Workarounds and Hacks – The Leading Edge of Innovation,” interactions (Aug 2008)
      • Long Way
      • Transcribe session
      • Code text with themes
      • Find patterns
      • Effort for a 2-hour interview
      • Transcription: very long
      • Coding: 8 hours
      Analysis
      • Short Way
      • Spreadsheet with themes
      • (Re-listen to interviews)
      • Fill in columns
      • Find patterns
      • Effort for a 2-hour interview
      • Transcription: none
      • Coding: 2-4 hours
      Data = Text + Observations
      • Workshop
      • Make findings visible
        • Brainstorm
      • Outcomes
        • Ideas for new products and services
        • Enhancements to existing product
      • Assign ownership
      • Delivering a report is not the goal
      5. Ideate
      • Re-visit users
      • Discuss findings
      • Show them deliverables
        • Personas
        • Scenarios
        • Diagrams
        • Product ideas
      • In groups or individually
      6. Validate
      • Why do lawyers prefer paper?
        • Habit
        • Reading online
        • Security
        • Backup
        • Dependency on third party
        • Portability
        • Annotations
      Information Experience
      • Why do lawyers prefer paper?
        • Overview of information
        • Comparison of multiple sources
        • Visual aspects for organisation
          • Colour coding
        • Physical aspects for workflow
          • Piles to prioritize and sort
          • Location indicates task
          • Size shows how much work
      Information Experience
    • 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. “ „
        • “ Redefining the Reading Experience”
        • “ With LexisNexis, everything is the same”
    • We had to out-book the book “ „
    • 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
      • Observe the information experience
      • Spend time on location
      • Do user research
      • Seek workarounds and hacks
      • Create ‘thick descriptions’
      • Focus research for business impact
      • Involve stakeholders
      • Empathy for Users = Design Intuition
      Conclusions
      • Thank You
      • www.experiencinginformation.com