video ethnographyindustrial strength           Joe Dyer, ux manager          Sabre travel network                      @Jo...
titles i have held  MANAGER, USER EXPERIENCE  SENIOR UX DESIGNER  SENIOR INFORMATION ARCHITECT  UX ARCHITECT  SENIOR WEB P...
whatmakesthis soindustrial?
vocwhatmakes           DATAthis so   VIDEOindustrial?              yeah, i really like lists of three
cocktail of influence
Section             1what is video ethnography
ETHNO+GRAPHY =1. The study of cultures2. The study of human social phenomena and   communities3. Considered a branch of cu...
Ethnography is    the social    equivalent of    usability testing.        - Nathanael BoehmethnographyFirst, what is ethn...
VIDEO+ETHNOGRAPHY =1. Observation, including filming of   practitioners2. The study of observed behaviors for   improving ...
PASSIVE OBSERVATION & INTERVIEWS           To design a system, it’s important to first understand           how the people...
2types of field notes
ETHNOGRAPHIC FIELD NOTESdescriptions of the scene                                            hysical aspec ts of the work ...
ETHNOGRAPHIC FIELD NOTESphotography and video    Taking notes of observations is    not enough    you Must be able to anal...
OUR PROCESS                                                  Analyzing Data                                               ...
Section             2preparing for field work
goalsgeardocumentsfield workanother list of three   @JoePLANET
goalsgeneral research questionswhat are you trying toimprove? to solve?field workhow to prepare           @JoePLANET      ...
goalsorganizationalalignment?field workhow to prepare   @JoePLANET
ET@Jo ePLAN               warning
goalsbudgetary        •team resources                 •editingconcerns                 •fieldwork travel                 •...
@JoePLANET             gear                @JoePLANET
Canon EF                                                                      50mm f/1.4   Canon EF 50mm           f/1.8 I...
usb snake light                              CF card                              reader            POWER PLUG            ...
ULTIMATE CAMERA ACCESSORY   use as a preview monitor for still   photos and video   iphoto app for post production   imovi...
documentsfield workhow to prepare   @JoePLANET
documents a call screener gain access a model release organizational alignment standardized notes       quantify the dataf...
Section quantify the data                     3
nothing helps clarifyproduct design and uxactivities quite likereliable data                         10%            38%   ...
open and subjective        how to     structure     interview                                           and               ...
#   TENURE number of years              THINGS YOU WOULD CHANGE subject voc                      # CURRENT TOOLS   invento...
in  thefieldproceed with caution
videoprod tipsfor interviews          @JoePLANET                 cita%on:	  004
CAMERA PLACE MENT & MOVEMENT• Use an unobtrusive tripod to    • Get physically close to your   stabilize your shots       ...
The videographer shouldrefrain from note-takingwhenever possible   the   interviewer                                      ...
eye level                                              neutral                                              background    ...
crisp subject@JoePLANET                             soft bokeh
• Make sure you have enough                                          light for a quality exposure                         ...
NO FBI INFORMANTS
• BE A QUIET, ACTIVE LISTENER   • BRING A FEW BATH TOWELS      - BE EMPATHETIC              IF YOU CAN TO COVER TABLES    ...
Section the final report                    4
ingredients of thefinal report     @JoePLANET
THE FINAL REPORTESTABLISHING SHOTS   @JoePLANET
THE FINAL REPORTDETAILED SHOTS     @JoePLANET
use of sticky NotesTHE FINAL REPORTDETAILED SHOTS            @JoePLANET
THE FINAL REPORTDETAILED SHOTS     @JoePLANET
THINK            PERSONAETHE FINAL REPORTINDIVIDUAL DOSSIERS   @JoePLANET
edited video                                       written                                       analysis                 ...
video, the new                           powerpoint                           TELEVISION           edited video           ...
video ethnographyPUTTING IT ALL TOGETHER                                                                                  ...
Section  a case study                 5
The following tale of video ethnography istrue. And by true, I mean false. It’s all lies.But they’re entertaining lies. An...
- hergÉ -          the adventures of              Joe Joecha pter 5: t he seven german age n ts
ch a pt e r 5: t h e se ve n g er m a n ag e n t s                                                                        ...
ch a pt e r 5: t h e se ve n g er m a n ag e n t s actual slide used to update the project team circa: dec 2011BY THENUMBERS
ch a pt e r 5: t h e se ve n g er m a n ag e n t s                       user demographic data                       curre...
Section Lessons learned                   6
Apollo          Creed             ‘school of hard knocks’@JoePLANET                                       cita%on:	  008
call centerslessons learnedaka ‘the apollo creed school of hard knocks’   @JoePLANET
move the interview location@JoePLANET
aws                   cy l                iva             pr@JoePLANET
plan aheadlessons learnedaka ‘the apollo creed school of hard knocks’   @JoePLANET
bewarned    @JoePLANET
stick                 to              your             forms@JoePLANET
ADDITIONAL LESSONS ...1. Off-camera audio is better for compression   and equalization but harder to edit2. Paying partici...
somethoughts on the oh so     deliciously fun nightmare that can     be video editing@JoePLANET
LISA: OK, I finished editing the gardening sequence. HOMER: OK, from here we star wipe to a glamour shot of Flanders payin...
video ethnography             think                     industrial strength@JoePLANET     Pbs
EDITING SUITES                                adobe premiere                 imovie                          final cut pro...
video ethnographyIN CLOSING                                                                             industrial strengt...
IN CLOSINGLIST OF THREES recap          influencers    drink ingredients   supergroup members               voc      cobra...
BLAKE RAMICK               MARY POE                   CHRISTINE IMAIZUMI         YOUNG KIMsenior	  ux	  designer   senior	...
thank  you  @JoePLANET          just kidding, cheer all you likewww. newtrality.com
referencescita%on	  001:Ethnography	  entry	  on	  wikipedia:	  h>p://en.wikipedia.org/wiki/EthnographyNathanael	  Boehm	 ...
Video Ethnography: Industrial Strength
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Video Ethnography: Industrial Strength

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Note: The usual weirdness when exporting from Keynote. For some reason, sometimes the type turns blue for no reason. And other assorted typographical munging of shadows, etc.
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Wielded correctly, video ethnography is one of the most powerful tools in the UX professional's toolkit. It allows for unfiltered voice of the customer to drive design decisions and more importantly, is extremely advantageous in influencing key decision makers.
This presentation covers the basics and provides additional tips to avoid situations any rookie is liable to make. Armed with no more than some inexpensive to moderately priced tools and some planning, you can take your future data-inspired projects to the next level.
But like any powerful tool (think chainsaw), there can be downsides. Let my mistakes be your guide in avoiding pitfalls.

What You Will Learn:

What is ethnography, specifically video ethnography?
How to prepare for working in the field
Quantify the data
Completing the report
Case Study
Lessons learned

Published in: Design, Technology, Business
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  • Great consistent design. Awesome font and color scheme. Fits!
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  • Great overview.
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  • Excellent reference guide!

    Perfect delivery of practical information paired with incredibly well designed slides! Joe, I am highly impressed :)
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  • This ia an excellent presentation of the topic. Congrats...
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  • i hate the self-biography part of these presentations\nthis list is only to show that if there is one thing i think i can do well is tell a story\n\nwhether thru video, an interface, an interview, and hopefully, PResentation\n
  • i hate the self-biography part of these presentations\nthis list is only to show that if there is one thing i think i can do well is tell a story\n\nwhether thru video, an interface, an interview, and hopefully, PResentation\n
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  • if you had just one of these it would be great\nbut this is like if Jimi hendrix, sting and michael jackson formed a band\n\ncobra fang juice\nhydrogen bitters\nand Old Panther\n
  • if you had just one of these it would be great\nbut this is like if Jimi hendrix, sting and michael jackson formed a band\n\ncobra fang juice\nhydrogen bitters\nand Old Panther\n
  • if you had just one of these it would be great\nbut this is like if Jimi hendrix, sting and michael jackson formed a band\n\ncobra fang juice\nhydrogen bitters\nand Old Panther\n
  • if you had just one of these it would be great\nbut this is like if Jimi hendrix, sting and michael jackson formed a band\n\ncobra fang juice\nhydrogen bitters\nand Old Panther\n
  • if you had just one of these it would be great\nbut this is like if Jimi hendrix, sting and michael jackson formed a band\n\ncobra fang juice\nhydrogen bitters\nand Old Panther\n
  • if you had just one of these it would be great\nbut this is like if Jimi hendrix, sting and michael jackson formed a band\n\ncobra fang juice\nhydrogen bitters\nand Old Panther\n
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  • This is where and why all of this gets interesting\n
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  • so this is what and how we collectwatching and talking to people. that is all it is.\n\nput into context, my team wanted to know how people work together and by themselves in specific\nwork situations. we knew we wanted to adopt this practice\n
  • so this is what and how we collectwatching and talking to people. that is all it is.\n\nput into context, my team wanted to know how people work together and by themselves in specific\nwork situations. we knew we wanted to adopt this practice\n
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  • there are 2 kinds of field notes, the first is description of the scene\n
  • there are 2 kinds of field notes, the first is description of the scene\n
  • there are 2 kinds of field notes, the first is description of the scene\n
  • there are 2 kinds of field notes, the first is description of the scene\n
  • the second are still photos and video or visual evidence\n
  • the second are still photos and video or visual evidence\n
  • when we decided to do this, i knew we needed a plan.\n\nwe adopted this one from Kaiser Permanente\n
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  • this section can be divided into the following 3 categories\n
  • this section can be divided into the following 3 categories\n
  • this section can be divided into the following 3 categories\n
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  • this for those in large enterprise organizations;\nthis takes time, money, and legal requirements as they relate to privacy\nyou must have the c0-operation/support of your legal department\n
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  • to all of the photographers in the room, i apologize but the next section may be a bit boring\n\n
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  • over the course of a week 8 interviews were conducted\nfield notes collected\neventually analyzed and turned into a report of similar components\n
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  • Transcript of "Video Ethnography: Industrial Strength"

    1. 1. video ethnographyindustrial strength Joe Dyer, ux manager Sabre travel network @JoePLANET
    2. 2. titles i have held MANAGER, USER EXPERIENCE SENIOR UX DESIGNER SENIOR INFORMATION ARCHITECT UX ARCHITECT SENIOR WEB PRODUCER INTERACTION DESIGNER DIRECTOR OF NEW MEDIA VIDEO PRODUCER adjunct college instructor COMBAT CAMERA TEAM LEADER captain, united states air forcea word about meexperience Designer. musician. father. @JoePLANET
    3. 3. whatmakesthis soindustrial?
    4. 4. vocwhatmakes DATAthis so VIDEOindustrial? yeah, i really like lists of three
    5. 5. cocktail of influence
    6. 6. Section 1what is video ethnography
    7. 7. ETHNO+GRAPHY =1. The study of cultures2. The study of human social phenomena and communities3. Considered a branch of cultural anthropology “As UX Designers, we’re primarily concerned with how we can use such research to solve a problem through the introduction or revision of technology.” - Nathanael BoehmethnographyFirst, what is ethnography? @JoePLANET cita%on:  001
    8. 8. Ethnography is the social equivalent of usability testing. - Nathanael BoehmethnographyFirst, what is ethnography? @JoePLANET cita%on:  001
    9. 9. VIDEO+ETHNOGRAPHY =1. Observation, including filming of practitioners2. The study of observed behaviors for improving product or service3. The use of obtained footage and direct voice of the customer As UX Designers, this is familiar territory.ethnographyFirst, what is ethnography? @JoePLANET cita%on:  002
    10. 10. PASSIVE OBSERVATION & INTERVIEWS To design a system, it’s important to first understand how the people on teams work together and/or within their environment. you can still apply the techniques of1-on-1 interviews, focus groups, surveys, and card sorts to extract that information, it’s also important to observe subjects in action while they work.ethnographyFirst, what is ethnography? @JoePLANET cita%on:  003
    11. 11. 2types of field notes
    12. 12. ETHNOGRAPHIC FIELD NOTESdescriptions of the scene hysical aspec ts of the work D escribe the p environmen t including: e layout of w orkstations • th desk space and clutter • n and convers ation areas •collaboratioethnographyFirst, what is ethnography? @JoePLANET cita%on:  003
    13. 13. ETHNOGRAPHIC FIELD NOTESphotography and video Taking notes of observations is not enough you Must be able to analyze all notes and present analysis - in a meaningful, and credible wayethnographyFirst, what is ethnography? @JoePLANET cita%on:  003
    14. 14. OUR PROCESS Analyzing Data Creating Video Preparing for and Identifying In the Field and Other Field Work Actionable Deliverables Opportunities Ongoing engagement and collaboration stakeholders and leadershipethnographyFirst, what is ethnography? @JoePLANET cita%on:  004
    15. 15. Section 2preparing for field work
    16. 16. goalsgeardocumentsfield workanother list of three @JoePLANET
    17. 17. goalsgeneral research questionswhat are you trying toimprove? to solve?field workhow to prepare @JoePLANET cita%on:  004
    18. 18. goalsorganizationalalignment?field workhow to prepare @JoePLANET
    19. 19. ET@Jo ePLAN warning
    20. 20. goalsbudgetary •team resources •editingconcerns •fieldwork travel •giftsfield workhow to prepare @JoePLANET cita%on:  004
    21. 21. @JoePLANET gear @JoePLANET
    22. 22. Canon EF 50mm f/1.4 Canon EF 50mm f/1.8 II DSLR CAMERA BODY 128 GB HI-SPEED SD TRAVEL TRIPODLIGHTS CAMERA tractionthe essentials @JoePLANET
    23. 23. usb snake light CF card reader POWER PLUG ADAPTER POWER PLUG iPAD PHOTO KIT ADAPTER 6-FOOT USB CABLEephemera and odd bitsworth their weight in gold in a pinch @JoePLANET
    24. 24. ULTIMATE CAMERA ACCESSORY use as a preview monitor for still photos and video iphoto app for post production imovie app for hi-level editing storage for maxxed SD cards data-collectionthe apple ipada swiss army knife of field notes @JoePLANET
    25. 25. documentsfield workhow to prepare @JoePLANET
    26. 26. documents a call screener gain access a model release organizational alignment standardized notes quantify the datafield workhow to prepare @JoePLANET
    27. 27. Section quantify the data 3
    28. 28. nothing helps clarifyproduct design and uxactivities quite likereliable data 10% 38% 24% 29% n! I’m a scientist par$cipant  a par$cipant  b par$cipant  c par$cipant  d back off, maQUANTIFY THE DATAOh, people can come up with statistics to prove anything, Kent. @JoePLANET40% of all people know that. - Homer Simpson cita%on:  005,  007
    29. 29. open and subjective how to structure interview and objective questions closedquantify the dataopen and closed interview questions @JoePLANET
    30. 30. # TENURE number of years THINGS YOU WOULD CHANGE subject voc # CURRENT TOOLS inventory # # # # OVERALL RATING (1-9) quantifying # WEB SITES USED inventory what about this feature? subject voc # HARDWARE/ENVIRONMENT inventory # rank the ORDER OF IMPORTANCE subject voc WORTHY OF MENTION subject vocquantify the datatypes of things to ask during the interview @JoePLANET
    31. 31. in thefieldproceed with caution
    32. 32. videoprod tipsfor interviews @JoePLANET cita%on:  004
    33. 33. CAMERA PLACE MENT & MOVEMENT• Use an unobtrusive tripod to • Get physically close to your stabilize your shots subject• Avoid panning and zooming of • Place camera at eye level with camera. the subject• think like you are shooting a • Frame your interview to give documentary; minimal your speaker enough head room • Select a neutral background video production tips for interviews @JoePLANET cita%on:  004
    34. 34. The videographer shouldrefrain from note-takingwhenever possible the interviewer the videographer InterviewTime with Finn and JAKE @JoePLANET
    35. 35. eye level neutral background Off-axis, 2-camera shot external Mic frame the interview close to subjectvideo production tipsputting it all together; documentary does not mean dull @JoePLANET
    36. 36. crisp subject@JoePLANET soft bokeh
    37. 37. • Make sure you have enough light for a quality exposure • Do not place your subject in front of a window (avoid backlight) • close curtains and blinds and turn on room lights • try not to mix sunlight and indoor lightinglighting tipsbut you already knew this stuff, right? @JoePLANET cita%on:  004
    38. 38. NO FBI INFORMANTS
    39. 39. • BE A QUIET, ACTIVE LISTENER • BRING A FEW BATH TOWELS - BE EMPATHETIC IF YOU CAN TO COVER TABLES - NOD, DON’T TALK - DON’T SAY ‘UH HUH” • if you can use an • ALLOW SUBJECT TO external mic, use it COMPLETE SENTENCES BEFORE SPEAKING. • GET CLOSE TO THE SUBJECT PHYSICALLY WITH A MIC • REDUCE ANY AMBIENT NOISE YOU CANaudio INTERVIEW tipsbecause $200 cameras don’t have $200 microphones @JoePLANET cita%on:  004
    40. 40. Section the final report 4
    41. 41. ingredients of thefinal report @JoePLANET
    42. 42. THE FINAL REPORTESTABLISHING SHOTS @JoePLANET
    43. 43. THE FINAL REPORTDETAILED SHOTS @JoePLANET
    44. 44. use of sticky NotesTHE FINAL REPORTDETAILED SHOTS @JoePLANET
    45. 45. THE FINAL REPORTDETAILED SHOTS @JoePLANET
    46. 46. THINK PERSONAETHE FINAL REPORTINDIVIDUAL DOSSIERS @JoePLANET
    47. 47. edited video written analysis still images dossiersTHE FINAL REPORTputting all the parts together
    48. 48. video, the new powerpoint TELEVISION edited video written tons o’ data analysis DATA-INSPIRED still images dossiers voice of the customer VOCremember how powerful this is?
    49. 49. video ethnographyPUTTING IT ALL TOGETHER industrial strengtha plan for conducting video ethnography standardized field notes Video interviews general establishing/detailed photos questions edit video select gain collect interpret assemble subjects access data data report deliver results @JoePLANET
    50. 50. Section a case study 5
    51. 51. The following tale of video ethnography istrue. And by true, I mean false. It’s all lies.But they’re entertaining lies. And in the end,isn’t that the real truth? The answer is, No.
    52. 52. - hergÉ - the adventures of Joe Joecha pter 5: t he seven german age n ts
    53. 53. ch a pt e r 5: t h e se ve n g er m a n ag e n t s hamburgAGENCY VISITS7 LOCATIONS germany8 interviews Mönchengladbach3 cities kÖlnAgents were observed andinterviewed for 90-120 minutes.
    54. 54. ch a pt e r 5: t h e se ve n g er m a n ag e n t s actual slide used to update the project team circa: dec 2011BY THENUMBERS
    55. 55. ch a pt e r 5: t h e se ve n g er m a n ag e n t s user demographic data currente n s o r e ddislikes likes and c a vs. product B Product
    56. 56. Section Lessons learned 6
    57. 57. Apollo Creed ‘school of hard knocks’@JoePLANET cita%on:  008
    58. 58. call centerslessons learnedaka ‘the apollo creed school of hard knocks’ @JoePLANET
    59. 59. move the interview location@JoePLANET
    60. 60. aws cy l iva pr@JoePLANET
    61. 61. plan aheadlessons learnedaka ‘the apollo creed school of hard knocks’ @JoePLANET
    62. 62. bewarned @JoePLANET
    63. 63. stick to your forms@JoePLANET
    64. 64. ADDITIONAL LESSONS ...1. Off-camera audio is better for compression and equalization but harder to edit2. Paying participants was harder3. videographer should’t have been taking notes4. The effects of looking so darn good “How much did we pay for this again?!” lessons learned aka ‘the apollo creed school of hard knocks’ @JoePLANET
    65. 65. somethoughts on the oh so deliciously fun nightmare that can be video editing@JoePLANET
    66. 66. LISA: OK, I finished editing the gardening sequence. HOMER: OK, from here we star wipe to a glamour shot of Flanders paying his bills, then we star wipe to Flanders brushing his teeth. LISA: Dad, there are other wipes besides star wipes! HOMER: Why eat hamburger when you can have steak?video production tipsdon’t take any production cues from this guy @JoePLANET cita%on:  006
    67. 67. video ethnography think industrial strength@JoePLANET Pbs
    68. 68. EDITING SUITES adobe premiere imovie final cut provideo production tipsthere is no shortage of choices in software @JoePLANET
    69. 69. video ethnographyIN CLOSING industrial strengthprocess recap standardized field notes Video interviews general establishing/detailed photos questions edit video select gain collect interpret assemble subjects access data data report deliver results field prep @JoePLANET
    70. 70. IN CLOSINGLIST OF THREES recap influencers drink ingredients supergroup members voc cobra fang juice jimi hendrix data hydrogen bitters Sting video Old Panther michael jackson @JoePLANET
    71. 71. BLAKE RAMICK MARY POE CHRISTINE IMAIZUMI YOUNG KIMsenior  ux  designer senior  ux  designer senior  ux  designer senior  ux  designer we’re hiringmeet my teamfinest ux team in the trav tech industry @JoePLANET
    72. 72. thank you @JoePLANET just kidding, cheer all you likewww. newtrality.com
    73. 73. referencescita%on  001:Ethnography  entry  on  wikipedia:  h>p://en.wikipedia.org/wiki/EthnographyNathanael  Boehm  quote:  h>p://www.uxma>ers.com/mt/archives/2010/06/ethnography-­‐in-­‐ux.phpcita%on  002:Video  Ethnography  entry  on  wikipedia:  h>p://en.wikipedia.org/wiki/Video_ethnographycita%on  003:Ethnography  in  UX  by  Nathanael  Boehm:  h>p://www.uxma>ers.com/mt/archives/2010/06/ethnography-­‐in-­‐ux.phpcita%on  004:GeQng  Started  in  Video  Ethnography  by  Kaiser  Permanente:  h>p://kpcmi.org/news/ethnography/video-­‐ethnography-­‐tool-­‐kit.pdfcita%on  005:Ghostbusters  (1984)  h>p://www.imdb.com/%tle/>0087332/“Back  off  man,  I’m  a  scien%st”    h>p://www.youtube.com/watch?v=sEbSABWJiJccita%on  006:Simpsons  episode  BABF10,  ‘Alone  Again,  Natura-­‐Diddly’      h>p://www.snpp.com/episodes/BABF10cita%on  007:Simpsons  episode  1F09,  ‘Homer  Vigilante‘      h>p://www.snpp.com/episodes/1F09.htmlHomer’s  Sta%s%cs  quote:  h>p://www.youtube.com/watch?v=1j2Duy_xzEAcita%on  008:Apollo  Creed  School  of  Hard  Knocks  is  a  bona  fide  internet  meme:  h>ps://www.google.com/search?aq=0&oq=apollo+creed+school+of+hard+&sugexp=chrome,mod=14&sourceid=chrome&ie=UTF-­‐8&q=the+apollo+creed+school+of+hard+knocksPresenta%on  based  on  a  highly  modified  template  by  Tamauro:  h>p://graphicriver.net/user/Tamauro  Created while listening to what’s going on by marvin gaye and kind of blue by miles davisphotos used in this presentation are split evenly between my own photography andsome stock photos from photos.com copyrighted images used under fair use andobtained with google
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