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In their own
words…
Using ethnographic
methods to get
people talking
https://www.flickr.com/photos/62990032@N03/12777190423
Who the heck are you?
• Georgina Cronin
• UX Librarian at Cambridge Judge Business
School
• Experienced in using ethnograp...
Session outline
• AEIOU framework
• Exploratory research
• Interview techniques
• Love & break-up letters
• Touchstone tou...
Ethnography
‘The ethnographer enters the field with
an open mind, not an empty head’
David Fetterman in Ethnography Step b...
AEIOU
framework
https://www.flickr.com/photos/ekilby/13201050664/
A is for Activities
• Goal directed set of actions
• What are the pathways that people take
towards the things that they w...
E is for Environments
• Environments include the
entire space where activities
take place
• What describes the
atmosphere ...
I is for Interactions
• Interactions are between a
person and someone or
something else
• They are the building blocks of
...
O is for Objects
• Objects are the building blocks
of the environment
• They are key elements
sometimes used in complex or...
U is for Users
• Users are the people
whose behaviours,
preferences, and
needs are being
observed
• Who is present?
• What...
AEIOU Framework
• Elements are not independent of each other
• Interrelated with critical interactions
• The Framework can...
Exploratory research
User studies intended to forge an
empathic knowledge base
https://www.flickr.com/photos/rk_photos/541...
Examples of exploratory research…
• Surveys and questionnaires
• Observation
• Experience sampling
• Touchstone tours
• Di...
Directed storytelling
Participant(s)
Researcher
Assistant
Recording device(s)
https://www.flickr.com/photos/wooandy/516037...
Directed storytelling
• Rooted in social science method of narrative
enquiry
• Shorthand method of collecting compelling
s...
Directed storytelling
• ‘Tell me a story about the last time you…’
• Researcher guides story with who, what, when,
where a...
Contextual enquiry
Participant(s)
Environmental context
Recording device(s)
https://www.flickr.com/photos/95222905@N02/109...
Contextual enquiry
• Similar to storytelling but more
focused on context
• Master/Apprentice approach allows
for participa...
Love letter/Break-up letter
Participant(s)
Paper and pen
Video recording device
Group scenario (if needed)
https://www.fli...
The Love Letter
• Allows participants to express
sentiments about a product or
service
• Uses a format that is
immediately...
The Break-up Letter
• Same principle as the Love
Letter
• Focuses on when a product
or service does not work
• Participant...
Writing a Love or Break-up Letter
• Spend no longer than 10 minutes on a letter
• Think about a product or service that yo...
Is anyone feeling brave?
http://www.flickr.com/photos/83346641@N00/4338199567
Letter summary
• Spending no longer than 10 minutes on the
letter stops you overthinking it
• Participants should be filme...
Touchstone Tours
Participant(s)
Environmental or object context
Recording device(s)
https://www.flickr.com/photos/16433024...
Touchstone Tours
Designed as a
conversation that uses
artefacts and the
environment as
touchstones for
questions and insig...
Touchstone Tours
• Contextual and empathic method that
immerses researcher in participant’s world
• Participant is typical...
Touchstone Tours
• Large environmental spaces
• Individual rooms
• Backpacks/purses
• Digitally
• Computer desktops
• File...
Photo studies
Participant(s)
Camera
Environmental context
https://www.flickr.com/photos/80068056@N03/9118136424
Photo studies
• Invite participants to document
aspects of their lives
• Ideal way of highlighting
personal significance o...
Photo studies at CJBS
Mapping spaces through signs
[image from Buzzfeed]
Photo studies at CJBS
‘I like the alcove desks
because they’re tucked
away and I can get
some privacy’
MST student
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...
Photo studies at CJBS
‘What’s in your bag?’
https://www.flickr.com/photos/beorn_ours/8608763523
Recap time
• AEIOU framework
• Directed storytelling
• Contextual enquiry
• Love letter/Break-up letter
• Touchstone tours...
In conclusion…
Have fun!
Coming next…
Fieldwork!
UX in Libraries ethnography workshop slides
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UX in Libraries ethnography workshop slides

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2 hour workshop on the topic of ethnographic methods for user experience (with an emphasis of use in library service provision research). Focus on methods used to elicit personal narrative and empathic understanding of participants' worlds.

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UX in Libraries ethnography workshop slides

  1. 1. In their own words… Using ethnographic methods to get people talking https://www.flickr.com/photos/62990032@N03/12777190423
  2. 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. 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. 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. 5. AEIOU framework https://www.flickr.com/photos/ekilby/13201050664/
  6. 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. 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. 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. 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. 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. 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. 12. Exploratory research User studies intended to forge an empathic knowledge base https://www.flickr.com/photos/rk_photos/5411820296
  13. 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. 14. Directed storytelling Participant(s) Researcher Assistant Recording device(s) https://www.flickr.com/photos/wooandy/5160377937
  15. 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. 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. 17. Contextual enquiry Participant(s) Environmental context Recording device(s) https://www.flickr.com/photos/95222905@N02/10997835056
  18. 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. 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. 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. 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. 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. 23. Is anyone feeling brave? http://www.flickr.com/photos/83346641@N00/4338199567
  24. 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. 25. Touchstone Tours Participant(s) Environmental or object context Recording device(s) https://www.flickr.com/photos/16433024@N06/15035417942
  26. 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. 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. 28. Touchstone Tours • Large environmental spaces • Individual rooms • Backpacks/purses • Digitally • Computer desktops • File storage https://www.flickr.com/photos/44124479650@N01/5851371290
  29. 29. Photo studies Participant(s) Camera Environmental context https://www.flickr.com/photos/80068056@N03/9118136424
  30. 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. 31. Photo studies at CJBS Mapping spaces through signs [image from Buzzfeed]
  32. 32. Photo studies at CJBS ‘I like the alcove desks because they’re tucked away and I can get some privacy’ MST student
  33. 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. 34. Photo studies at CJBS ‘What’s in your bag?’ https://www.flickr.com/photos/beorn_ours/8608763523
  35. 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. 36. In conclusion… Have fun!
  37. 37. Coming next… Fieldwork!

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