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Design Business and Innovation
- 1. Michael Ortiz Professor Klinkowstein Selected Business Article Apple unveils two new iPhones, Apple Watch and ApplePay http://money.cnn.com/2014/09/09/technology/mobile/apple-iphone-iwatch-event/ index.html?iid=HP_River
- 2. Michael Ortiz Professor Klinkowstein
- 3. Michael Ortiz Professor Klinkowstein • “The biggest advancement in the history of iPhone”
- 4. Michael Ortiz Professor Klinkowstein • “Our ambition is to replace this”
- 5. Michael Ortiz Professor Klinkowstein Setting / Activity for Ethnographic Observation College students using their phones in the Student Center.
- 6. Michael Ortiz Professor Klinkowstein Ethnographic Research, Students Using Their Phones in the Student Center
- 7. Michael Ortiz Professor Klinkowstein Ethnographic Research, Students Using Their Phones in the Student Center
- 8. Michael Ortiz Professor Klinkowstein Ethnographic Research, Students Using Their Phones in the Student Center
- 9. Michael Ortiz Professor Klinkowstein Ethnographic Research, Students Using Their Phones in the Student Center
- 10. Michael Ortiz Professor Klinkowstein Ethnographic Research, Students Using Their Phones in the Student Center
- 11. Michael Ortiz Professor Klinkowstein Ethnographic Research, Students Using Their Phones in the Student Center
- 12. Michael Ortiz Professor Klinkowstein Ethnographic Research, Students Using Their Phones in the Student Center
- 13. Michael Ortiz Professor Klinkowstein Ethnographic Research Observations Students were using their phones in different ways, some texting, some taking selfies, some tweeting, etc.
- 14. Michael Ortiz Professor Klinkowstein Ethnographic Research Observations The students continued to eat as they used their phones, not looking away from their phones as they did it.
- 15. Michael Ortiz Professor Klinkowstein Ethnographic Research Observations One student found it difficult to find his mouth with his straw as he refused to look away from Instagram.
- 16. Michael Ortiz Professor Klinkowstein Ethnographic Research Observations It takes several attempts before a student realizes that her name is being called and looks up from her phone.
- 17. Michael Ortiz Professor Klinkowstein Ethnographic Research Observations When a student laughed at something on their phone, others had a tendency to ask about it.
- 18. Michael Ortiz Professor Klinkowstein Ethnographic Research Findings One desire that students have is to share things with their friends. They could do this if they could send whatever they want directly to their friends’ phones.
- 19. Michael Ortiz Professor Klinkowstein Ethnographic Reading Summary: TSA CHECKPOINT EVOLUTION FOR TRANSPORTATION SECURITY ADMINISTRATION • As threats increase, TSA ramped up efforts which led to the public being uncomfortable and stressed.
- 20. Michael Ortiz Professor Klinkowstein • IDEO was hired to design an environment and system that reduces stress in travelers.
- 21. Michael Ortiz Professor Klinkowstein • IDEO moved toward human-centered design to help make threats stand out.
- 22. Michael Ortiz Professor Klinkowstein Ethnographic Reading Summary: Ethnographic Research- Who are the users? How do they operate within their cultures? • Ethnographic research is deeply rooted in instructional design and design research fields.
- 23. Michael Ortiz Professor Klinkowstein • Ethnographic research allows the researcher/designer to use techniques which help to understand user context in-depth.
- 24. Michael Ortiz Professor Klinkowstein • Through ethnographic research, one can understand the consumers and their cultures on a deeper level.
- 25. Michael Ortiz Professor Klinkowstein Ethnographic Reading Summary: Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design • Many businesses now feel obligated to use ethnographic research to better understand their consumers.
- 26. Michael Ortiz Professor Klinkowstein • Assessing extreme individuals and analogous cases give insight that might be overlooked otherwise.
- 27. Michael Ortiz Professor Klinkowstein • The businesses that will prosper long-term are the ones that understand the needs, desires, and cultures of their consumers.