Design, anthropology: understanding users
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As design thinkers and design makers, our focus is less on the creation of objects and artifacts and more on design for experiencing -- the consumer experience, the patient experience, and so on. Paradoxically, we can never really design for experience. Or can we?
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Design, anthropology: understanding users
- 1. Design Anthropology HOW TO LEARN FROM PEOPLE ABOUT THEIR MEMORIES, THEIR CURRENT EXPERIENCES AND THEIR IDEAL EXPERIENCES
- 2. @iamryancmiller | anthropology @2knowlisa | design research A PRESO BY RYAN MILLER AND LISA MCMICHAEL
- 3. Design for experiencing with inspiration from design anthropology WHAT YOU’LL LEARN:
- 4. READY?
- 5. Let’s start with the current [situ]
- 6. FIRST We now design experiences more than we design objects. [Sanders] We’ve shifted marketing focus – from the production of things to a production of experiences in the marketing of brands. [Sunderland, Denny] Experiences are inherently emotional and personal. [Pullman, Gross]
- 8. Things
- 9. Events
- 10. Places
- 11. - Successful experiences are those that the customer finds unique, memorable and sustainable over time, would want to repeat and build upon, and enthusiastically promotes via word of mouth. DISCUSSION As a consumer, can you think of an experience in which emotion was central to its success? - Properly executed experiences will encourage loyalty not only through a functional design but also by creating emotional connection through engaging, compelling, and consistent context.
- 12. AND, SECOND [Hmm] We can never really design for experiencing without …
- 13. Users
- 14. Why is that?
- 15. “Experiencing is a constructive activity.” - Dr. Liz Sanders -
- 16. It mandates involving people in the design of their experience(s).
- 17. FINALLY There are many ways we can learn from people’s experiences. Past CurrentPotential
- 18. Okay. How would we access experience?
- 19. WITH 2 METHODS…
- 20. anthropology design anthropology WITH COLLABORATION, INTERVENTION AND CO-CREATION WITH OBSERVATION AND INTERPRETATION +
- 21. WHAT IS ANTHROPOLOGY? Holistic study of humanity Archaeology Biology Linguistics Cultural
- 22. Cultural Anthropology Q: What it culture? A: “Common Sense” Your culture Cross-culture
- 23. Ethnography Systematic study of culture Methods • Participant observation • One on one interviews Grounded Theory
- 24. Exploratory You can’t know the answers if you don’t know the right questions to ask first First hand vs second hand data What they say they do vs what they really do
- 26. Walk a mile in their shoes. No. Just walk with them.
- 27. STUDY: The Mobile Phone and You Culture of mobile phone use: interactions and integration Methodology Participant observation Unobtrusive observation One on one interviews Findings • Human + • Digital vs. Actual • Complexity What are the implications?
- 28. WHAT IS DESIGN ANTHROPOLOGY? In the emergent subfield ¨ of “design anthropology” (Clarke 2010, Gunn et al. 2013, Gunn & Donovan 2012a), … a shared set of interests in material culture, human behavior, and social values encourages anthropologists to … collaborate with designers on projects blending creative skills with an anthropological sensitivity to people’s lived experience. [Murphy, 2016]
- 31. Yet these tools uncover only a part of users’ experiences… THERE’S A PROBLEM HOUSTON
- 32. ON THE HORIZON Emerging participatory design toolkit…
- 34. Are designers really ethnographers? Are they just designers who borrow ethnographic techniques? Where ethnographers try to understand and compare cultures and humanity, designers (working for clients) inherently want to understand, but also change something about or within a culture. Designers or anthropologists
- 35. Design lurks in the shadows of anthropology. - Keith M. Murphy
- 36. - It was once a luxury to have anthropologists on the team. That is going away. - It’s becoming more critical to have individuals who study culture and behavior from the lens of an anthropologist, not designers who just use techniques of anthropology. DISCUSSION Is that so?