Ethnography for design
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Ethnography for design

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Presented as part of full-day Ethnography and User Experience workshop for IxDA NY

Presented as part of full-day Ethnography and User Experience workshop for IxDA NY

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  • 1. Ethnography (for design)John Payne 1
  • 2. IntroductionsEthnography and Experience Design: A WorkshopAs a proven way to reveal the shared §  Context – as computing expands beyondvalues, beliefs and practices that inform the desktop, the decisions we make and the actions §  Emotion – as we seek new ways ofwe take as social beings, we are poised evaluating satisfaction andfor a resurgence of interest in ethnography engagement, and for experience design. §  Behavior – as the explicit goal of behaviorThis new interest is being driven by the change becomes more critical to designdesigner s increasing concerns for: practice. 2
  • 3. IntroductionsAbout me§  Bachelor s Degree in Industrial Design §  Co-managed group of Researchers and from Ulm school-style product design Designers (XMod) in Tech Consulting firm program with methodology focus §  Co-founded Interaction Design firm where§  Began Design career as Environmental I am responsible for the Experience Designer / Design Engineer (Facility, Strategy, Research and Design practices Retail and Exhibit) §  Developed and taught courses to§  Master s Degree in Design from Human- graduates, undergraduates and corporate Centered Design Planning program with groups methodology focus §  Co-chair for international applied§  First Customer Experience Strategist at ethnography conference (EPIC 2012) my pre-bubble Tech Consulting firm ...come to Savannah next October! 3
  • 4. Why should I care?
  • 5. Ethnography (for design) Designers should care about ethnography because it can help produce more compelling, innovative design that really connects with users— in a way that creates delight. – Darrel Rhea 5
  • 6. Ethnography (for design) Design-led Expert mindset Participatory mindsetUser seen as “subjects” User seen as “partners” Research-led The current landscape of human-centered design research as practiced in the design and development of products and services - Sanders 2008 6
  • 7. Ethnography (for design) Design ethnography focuses on the broad patterns of everyday life that are important and relevant specifically for the conception, design, and development of new products and services. – Salvador, Bell, Anderson 7
  • 8. What is ethnography?
  • 9. What is ethnography?From Greek• ἔθνος (ethnos) = group of people: tribe, family• γράφω (grapho) = I draw, sketch, write, carveOk, so it’s “writing” about “groups of people” then, right? 9
  • 10. What is ethnography?3 step process•  You go to them•  You talk to them•  You write things down – Rick Robinson 10
  • 11. What is ethnography? 11
  • 12. What is ethnography? 12
  • 13. What is ethnography? 13
  • 14. What is ethnography? …qualitative methods aimed to learn and understand cultural phenomena which reflect the knowledge and system of meanings guiding the life of a cultural group. – Clifford Geertz 14
  • 15. What is ethnography? …qualitative methods aimed to learn and understand cultural phenomena which reflect the knowledge and system of meanings guiding the life of a cultural group. – Clifford Geertz …investigates the why and how of decision making, not just what, where, and when. 15
  • 16. 16
  • 17. What is ethnography? …a qualitative method aimed to learn and understand cultural phenomena which reflect the knowledge and system of meanings guiding the life of a cultural group. – Clifford Geertz …set of shared attitudes, values, goals, and practices that characterize an institution, organization, or group. 17
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  • 22. What is ethnography? …a qualitative method aimed to learn and understand cultural phenomena which reflect the knowledge and system of meanings guiding the life of a cultural group. – Clifford Geertz …a system of inherited conceptions by means of which we make sense of our world. 22
  • 23. Exercise: UICK! Think of a pencil… Q
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  • 25. What is ethnography? …qualitative methods aimed to learn and understand cultural phenomena which reflect the knowledge and system of meanings guiding the life of a cultural group. – Clifford Geertz 25
  • 26. What is ethnography?While ethnography often includes a description ofthe activities and practices of those studied, it ismore importantly an attempt to interpret andgive meaning to those activities. – Jeanette BlombergWhat do you mean? 26
  • 27. What is ethnography?As much of America surfaces in a ball park, on agolf links, at a race track, or around a poker table… 27
  • 28. What is ethnography?As much of America surfaces in a ball park, on agolf links, at a race track, or around a poker table,much of Bali surfaces in a cock ring. 28
  • 29. What is ethnography? 29
  • 30. What is ethnography? For it is only apparently cocks that are fighting there. Actually, it is men. – Clifford Geertz 30
  • 31. Can I apply this to mywork?
  • 32. Can I apply this to my work?Guiding principles of EthnographyNatural settings Members point-of-view Holistic descriptionA commitment to study Any understanding of the Behaviors can only bethe activities of people in world must be developed fully understood intheir everyday settings, from the perspective of concert with the values,where values, beliefs those studied practices, and beliefsand practices manifest. that influence them. Context Emotion & Behavior & Psychology Motivation 32
  • 33. ReferencesGeertz, C. (1973). Thick description: Toward an interpretive theory of culture, in The Interpretation of Cultures: SelectedEssays (pp 3-30). New York, NY: Basic Books, Inc., PublishersGeertz, C. (1973). Deep Play: Notes on the Balinese Cockfight, in The Interpretation of Cultures: Selected Essays (pp115-149). New York, NY: Basic Books, Inc., PublishersZeisel, J. (1981). Observing physical traces” and Observing environmental behavior In Inquiry by design: Tools forenvironment-behavior research (pp. 89-110). New York, NY: Cambridge University Press. Kumar, V. & Whitney, P. (2003). Faster, Cheaper, Deeper User Research. Design Management Journal, Spring 2003,50-57. Design Management InstituteBlomberg, J, et. al. (1993) "Ethnographic Field Methods and Their Relation to Design," Participatory Design: Principlesand Practices (pp. 123-155), Schuler, Douglas, ed. New Jersey: Lawrence Erlbaum AssociatesSalvador, T., Bell, G., & Anderson, K. (1999) Design ethnography. Design Management Journal 10, pp. 35-41. Sanders, L. (2008). An Evolving Map of Design Practice and Design Research. Interactions (November – December),pp. 13-17.Morris, M., & Lund, A. M. (2001). Experience models: How are they made and what do they offer? Loop, 3,http://loop.aiga.org/ 33