UX in Libraries ethnography workshop slides

1. In their own words… Using ethnographic methods to get people talking https://www.flickr.com/photos/62990032@N03/12777190423

2. Who the heck are you? • Georgina Cronin • UX Librarian at Cambridge Judge Business School • Experienced in using ethnographic methods in the field • Advocate of applying innovative skills to librarianship • Tweets at @senorcthulhu

3. Session outline • AEIOU framework • Exploratory research • Interview techniques • Love & break-up letters • Touchstone tours • Photo studies https://www.flickr.com/photos/61629383@N08/14524671021

4. Ethnography ‘The ethnographer enters the field with an open mind, not an empty head’ David Fetterman in Ethnography Step by Step https://www.flickr.com/photos/cuppini/14488679251

5. AEIOU framework https://www.flickr.com/photos/ekilby/13201050664/

6. A is for Activities • Goal directed set of actions • What are the pathways that people take towards the things that they want to accomplish? • What are these specific actions and processes? • How long did they spend doing something? • Who are they doing it with? https://www.flickr.com/photos/stuartwebster/5658827200/

7. E is for Environments • Environments include the entire space where activities take place • What describes the atmosphere and function of this space? • What is the context of this space? • Remember to include individual and shared spaces https://www.flickr.com/photos/anne-ostsee/15093457326/

8. I is for Interactions • Interactions are between a person and someone or something else • They are the building blocks of activities • What is the nature of routine and special interactions? • Are these interactions between people, people and objects in their environment, or across distances? https://www.flickr.com/photos/halfrain/13987795362

9. O is for Objects • Objects are the building blocks of the environment • They are key elements sometimes used in complex or even unintended ways • This use can sometimes change their function, meaning or context • What are the objects and devices that people have in their environments? • How do these relate to their activities? https://www.flickr.com/photos/koopmanrob/5523527145/

10. U is for Users • Users are the people whose behaviours, preferences, and needs are being observed • Who is present? • What are their roles and relationships? • What are their values and prejudices? https://www.flickr.com/photos/wcmcwi/4348472383/

11. AEIOU Framework • Elements are not independent of each other • Interrelated with critical interactions • The Framework can be applied to any ethnographic or observational method • Use as a worksheet when collecting data • Use as broad categories under which subcategories can be created for analysis https://www.flickr.com/photos/hanspoldoja/5001818922

12. Exploratory research User studies intended to forge an empathic knowledge base https://www.flickr.com/photos/rk_photos/5411820296

13. Examples of exploratory research… • Surveys and questionnaires • Observation • Experience sampling • Touchstone tours • Diary studies • Cultural probes • Contextual enquiry • Unobtrusive measures https://www.flickr.com/photos/f-oxymoron/4752989199/

14. Directed storytelling Participant(s) Researcher Assistant Recording device(s) https://www.flickr.com/photos/wooandy/5160377937

15. Directed storytelling • Rooted in social science method of narrative enquiry • Shorthand method of collecting compelling stories from participants • Useful if time or other factors limit opportunities for direct observation or longer forms of research

16. Directed storytelling • ‘Tell me a story about the last time you…’ • Researcher guides story with who, what, when, where and how questions • Researcher guides story while assistant documents the session • Ideas that emerge can be themed and grouped • Powerful tool in expressing experiences • Does not need large investment of time or resources

17. Contextual enquiry Participant(s) Environmental context Recording device(s) https://www.flickr.com/photos/95222905@N02/10997835056

18. Contextual enquiry • Similar to storytelling but more focused on context • Master/Apprentice approach allows for participant to explain in their own words • Feedback to participant allows for accurate interpretation of meaning • Allows researcher to ‘see’ participant’s world and understand it fully • Spend good amount of time with participants and research multiple user groups https://www.flickr.com/photos/66652264@N00/3008033829

19. Love letter/Break-up letter Participant(s) Paper and pen Video recording device Group scenario (if needed) https://www.flickr.com/photos/38389073@N04/5966912759

20. The Love Letter • Allows participants to express sentiments about a product or service • Uses a format that is immediately understood • Rather than writing to a person, participants are asked to personify a product/service • Results can reveal a lot about relationships that people have with services in their lives https://www.flickr.com/photos/26866240@N07/3037960164

21. The Break-up Letter • Same principle as the Love Letter • Focuses on when a product or service does not work • Participants can share information about new products or workarounds • Approach can focus on a library service or a broader landscape https://www.flickr.com/photos/74199783@N00/3399611073

22. Writing a Love or Break-up Letter • Spend no longer than 10 minutes on a letter • Think about a product or service that you’ve really enjoyed, or one that you’ve started having second thoughts about • Imagine that it is a person, and write a love letter to it or tell them how you feel with a break-up letter • Think about how you felt when you first clicked and work from there… https://www.flickr.com/photos/29406311@N04/4576127693

23. Is anyone feeling brave? http://www.flickr.com/photos/83346641@N00/4338199567

24. Letter summary • Spending no longer than 10 minutes on the letter stops you overthinking it • Participants should be filmed reading their letters out • Capture non-verbal cues and expressions • Physical letters are an important research artifact • Very emotive method of research https://www.flickr.com/photos/12325841@N07/3395615608

25. Touchstone Tours Participant(s) Environmental or object context Recording device(s) https://www.flickr.com/photos/16433024@N06/15035417942

26. Touchstone Tours Designed as a conversation that uses artefacts and the environment as touchstones for questions and insights https://www.flickr.com/photos/76283035@N00/1508443118

27. Touchstone Tours • Contextual and empathic method that immerses researcher in participant’s world • Participant is typically at ease in their surroundings • Due to ease, participants can be enthusiastic about talking to researcher • Conversation should be guided but flexible enough to allow offshoots and observations

28. Touchstone Tours • Large environmental spaces • Individual rooms • Backpacks/purses • Digitally • Computer desktops • File storage https://www.flickr.com/photos/44124479650@N01/5851371290

29. Photo studies Participant(s) Camera Environmental context https://www.flickr.com/photos/80068056@N03/9118136424

30. Photo studies • Invite participants to document aspects of their lives • Ideal way of highlighting personal significance of spaces and objects for participant • Often used as a complementary tool to another study (Touchstone Tours etc.) • Can often generate great enthusiasm from participants due to creative nature of method https://www.flickr.com/photos/59482135@N08/5481287331

31. Photo studies at CJBS Mapping spaces through signs [image from Buzzfeed]

32. Photo studies at CJBS ‘I like the alcove desks because they’re tucked away and I can get some privacy’ MST student

33. Photo studies at CJBS ‘I used to love the desks but now I work on the beanbags as they’re like my comfy chair at home’ MBA student

34. Photo studies at CJBS ‘What’s in your bag?’ https://www.flickr.com/photos/beorn_ours/8608763523

35. Recap time • AEIOU framework • Directed storytelling • Contextual enquiry • Love letter/Break-up letter • Touchstone tours • Photo studies https://www.flickr.com/photos/33854765@N00/8205757689

36. In conclusion… Have fun!

37. Coming next… Fieldwork!