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How ethnography helps product design

by Senior Researcher at Microsoft Office on May 21, 2010

  • 3,881 views

Slides from my lecture to an MBA marketing class at the Schulich School of Business, York University

Slides from my lecture to an MBA marketing class at the Schulich School of Business, York University

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  • sladner Sam Ladner, Senior Researcher at Microsoft Office 'Verstehen' is the sociological term for 'understanding.' Deep understanding of a product's eventual
    'world' will help you design products and services that are culturally meaningful.
    3 years ago
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  • sladner Sam Ladner, Senior Researcher at Microsoft Office Product designers often see the objects they design as singular, isolated objects. They will focus on the grain of the wood, for example, or the shape of the hammer's head. These are all important, but they are not the 'world' where the product will eventually live.

    This hampers a product designer's ability to think creatively about what they're designing.

    In this presentation, I argue that a 'hammer' lives in its own world, full of people, other hammers, weather, buildings and all kinds of 'involvements and attachments.'

    Ethnography helps us understand what that world is about. It uncovers the hammer's 'social network,' as it were.
    3 years ago
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How ethnography helps product design How ethnography helps product design Presentation Transcript