Video Ethnography: Industrial Strength

video ethnographyindustrial strength Joe Dyer, ux manager Sabre travel network @JoePLANET

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

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 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

Ethnography is the social equivalent of usability testing. - Nathanael BoehmethnographyFirst, what is ethnography? @JoePLANET cita%on: 001

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

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

2types of field notes

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

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

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

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 cita%on: 004

goalsorganizationalalignment?field workhow to prepare @JoePLANET

ET@Jo ePLAN warning

goalsbudgetary •team resources •editingconcerns •fieldwork travel •giftsfield workhow to prepare @JoePLANET cita%on: 004

@JoePLANET gear @JoePLANET

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

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

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

documentsfield workhow to prepare @JoePLANET

documents a call screener gain access a model release organizational alignment standardized notes quantify the datafield workhow to prepare @JoePLANET

Section quantify the data 3

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

open and subjective how to structure interview and objective questions closedquantify the dataopen and closed interview questions @JoePLANET

# 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

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 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

The videographer shouldrefrain from note-takingwhenever possible the interviewer the videographer InterviewTime with Finn and JAKE @JoePLANET

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

crisp subject@JoePLANET soft bokeh

• 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

NO FBI INFORMANTS

• 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

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 still images dossiersTHE FINAL REPORTputting all the parts together

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?

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

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. And in the end,isn’t that the real truth? The answer is, No.

- 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 hamburgAGENCY VISITS7 LOCATIONS germany8 interviews Mönchengladbach3 cities kÖlnAgents were observed andinterviewed for 90-120 minutes.

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 currente n s o r e ddislikes likes and c a vs. product B Product

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 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

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 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

video ethnography think industrial strength@JoePLANET Pbs

EDITING SUITES adobe premiere imovie final cut provideo production tipsthere is no shortage of choices in software @JoePLANET

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

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

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

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 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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Video Ethnography: Industrial Strength

by Joe Dyer on Jun 02, 2012

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Video Ethnography: Industrial Strength Presentation Transcript