Practical Ethnography: doing ethnography in the private sector
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Practical Ethnography: doing ethnography in the private sector

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What is ethnography? Why should you do it? How does it help designers create great products? Sam Ladner, author of Practical Ethnography, gives a summary of her book to the Puget Sound SigCHI group.

What is ethnography? Why should you do it? How does it help designers create great products? Sam Ladner, author of Practical Ethnography, gives a summary of her book to the Puget Sound SigCHI group.

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  • 1. @sladner @pssigchi #ethnography #practicalethno Practical Ethnography Doing ethnography in the private sector Sam Ladner, PhD Senior Researcher Microsoft Envisioning
  • 2. OVERVIEW 2 A brief history of ethnography Its history and its use in product design Ethnography and innovation Why is ethnography good for innovation? Current practice Who is doing ethnography and how are they doing it? Microsoft and ethnography Real examples of our own work Emerging trends Where is ethnography going?
  • 3. HISTORY 3
  • 4. ETHNOGRAPHY AND URBAN PLANNING 4
  • 5. ETHNOGRAPHY IN TECHNOLOGY 5
  • 6. ETHNOGRAPHY AND DESIGN THINKING 6 INSIGHT IDEATE PROTOTYPE ITERATE
  • 7. ETHNOGRAPHY CASE STUDY: THE SWIFFER 7 Gaps between activities and beliefs What people actually do In situ What else is going on? Standpoint Empathy-driven design
  • 8. WHY ETHNOGRAPHY MATTERS 8
  • 9. HAMMERS AND THEIR WORLDS 9
  • 10. SKYMALL’S EXISTENTIAL TORTURE CHAMBER 10
  • 11. CURRENT PRACTICE 11 “Shifts within ethnography occur when, for example, new faces enter the field, novel problems are put forth, funding patterns change or…new narrative styles develop”
  • 12. MARKETING 12
  • 13. WHAT DESIGN ETHNOGRAPHY LOOKS FOR 13 Frustrations Where products are broken Delights Where products evoke emotional connection Conceptual understanding How products are understood, cohered, and thought about
  • 14. GAME FACE, LADIES Applied ethnography 14 FRUSTRATIONS
  • 15. 15 DELIGHTS
  • 16. 16 CONCEPTS AND MODELS
  • 17. ETHNOGRAPHY AT MICROSOFT 17
  • 18. TABLETS AS FLEXIBLE PRODUCTIVITY 18 Frustrations Tablets bring the cloud with them – even if you don’t understand the cloud. Delights Tablets offer truly mobile computing (not just consumption). Conceptual understanding Tablets are BOTH productivity and entertainment devices. What matters most is posture.
  • 19. BODY WORK 19
  • 20. 20 ACTIVATING ETHNOGRAPHIC INSIGHT
  • 21. 21 PROTOTYPING
  • 22. GAME FACE, LADIES Applied ethnography 22 FUTURE DIRECTIONS
  • 23. Thank you @sladner http://practicalethnography.com 23