Design Ethnography

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Cómo la etnografía puede generar un diseño orientado en el usuario

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Design Ethnography

  1. 1. DESIGN DESIGN ETHNOETHNOGRAPHY GRAPHY FOR LEAN TEAMS FOR LEAN TEAMS FOR LEAN TEAMS
  2. 2. RULES RULES 1. I talk really fast, get used to it 2. Stop thinking and listen 3. Live tweet if it helps you remember 4. Write your questions down, ask them later
  3. 3. DETRITUS DETRITUS Wifi: User: Alley NYC Guest, PW: beawesome Hashtag: #LeanUX Drinking Game word: CONTEXT Next meetup: Jabe Bloom presents "Lean Team Experience Design"
  4. 4. “A startup is a human institution designed to deliver a new product or service under conditions of extreme uncertainty.” –ERIC REIS
  5. 5. WHY WHY RESEARCH? RESEARCH? 12 People The most striking truth of this curve is that zero users give zero insights a lot o Insights
  6. 6. The tendency to believe that everyone uses technology exactly like you do. MALKOVICH MALKOVICH BIAS BIAS
  7. 7. Designing based on your own pain with no customer research is like buying a lottery ticket.
  8. 8. Lean Startup (and LeanUX) is a risk mitigation strategy.
  9. 9. A DIRTY A DIRTY SECRET SECRET
  10. 10. DON’T USE DON’T USE PROXIES PROXIES
  11. 11. ETHNOGRAPHY ETHNOGRAPHY ETHNOGRAPHY WTF? WTF?
  12. 12. WHY WHY WHY ETHNOGRAPHY ETHNOGRAPHY ETHNOGRAPHY
  13. 13. COMPLEXITY COMPLEXITY EVERYWHERE is Ethnography offers a way to make sense of this complexity. It lets us see beyond our preconceptions and immerse ourselves in the world of others. Most importantly, it allows us to see patterns of behavior in a real world context – patterns that we can understand both rationally and intuitively.
  14. 14. “If you want to understand what motivates a girl to pick up a skateboard, you could bring her into a sterile laboratory and interrogate her… or you could spend a week in a skatepark observing her interacting with her friends, practicing new skills and having fun.”
  15. 15. ETHNOGRAPHY ETHNOGRAPHY + DESIGN DESIGN
  16. 16. LEAN LEAN ETHNOGRAPHY? ETHNOGRAPHY?
  17. 17. “We don’t see things as they are, we see them as we are.” –ANAIS NIN
  18. 18. NINE PROBLEMS WITH LEAN STARTUP CUSTOMER RESEARCH
  19. 19. Most teams practicing Lean Startup don't start with a customer hypothesis; they work backwards from a solution hypothesis Because teams start with a solution hypothesis, it's almost impossible for them to generate multiple hypotheses for testing If GOOB is not conducted in the appropriate context, it almost never yields useful behavioral data GOOB relies far too heavily on self-reporting, which is almost useless. GOOB, when done poorly, is particularly prone to confirmation bias Most teams have a very hard time formulating assumptions as hypotheses Designing reliable experiments is a skill that takes time to learn People new to customer research are really bad at listening for weak signals When a customer interview is guided, it almost never provides opportunity for serendipitous insights to emerge
  20. 20. DESIGN RESEARCH DESIGN RESEARCH as a SYSTEMATIC APPROACH SYSTEMATIC APPROACH
  21. 21. DESIGN DESIGN ETHNOGRAPHY ETHNOGRAPHY ALLOWS ALLOWS US TO US TO
  22. 22. 1. Discover the semantics of living
  23. 23. 2. Decode signifiers of cultural practice
  24. 24. 3. Understand the language people use
  25. 25. CONTEXT CONTEXT KING KING is
  26. 26. SELF-REPORTING MOSTLY SHIT is
  27. 27. PEOPLE'S PEOPLE'S PEOPLE'S HACKS HACKS HACKS ARE A ARE A ARE A GREAT GREAT INSIGHT INSIGHT
  28. 28. EIGHT EIGHT STEPS IN STEPS IN ETHNOGRAPHIC ETHNOGRAPHIC RESEARCH RESEARCH
  29. 29. 1. Define your customer hypothesis
  30. 30. 2. Identify the people and validate they exist
  31. 31. 3. Plan your approach
  32. 32. 4. Conduct Paired Research #SHOEUPBITCHES
  33. 33. 5. Become a "habit-farmer"
  34. 34. 6. Search for Patterns & Themes
  35. 35. 7. Co-Generate & Share Insights
  36. 36. 8. Perform your narrative
  37. 37. KEYS KEYS TO GOOD TO GOOD ETHNOGRAPHY ETHNOGRAPHY
  38. 38. Delve deeply into the context, lives, cultures, and rituals of a few people rather than study a large number of people superficially.
  39. 39. Holistically study people’s behaviors and experiences in daily life. You won't find this in a lab, focus group, or 5 minute interview on the street.
  40. 40. Learn to ask probing, open questions, gathering as much data as possible to inform your understanding.
  41. 41. Practice “active seeing,” and “active listening.” Record every minutiae of daily existence, and encode on post-its.
  42. 42. Use digital tools for asynchronous data gathering: tumblr, facebook, twitter, instagram
  43. 43. Use collaborative sense-making activities like the Cynefin framework and affinity diagramming for active sensemaking.
  44. 44. Map the stories from insights back to the original problem. Did it validate or invalidate the customer hypothesis?
  45. 45. Did the new insights provide potentially richer opportunities to solve? NOW YOU CAN THINK ABOUT YOUR SOLUTION HYPOTHESIS
  46. 46. THANKS THANKS @SemanticWill WILL EVANS DIRECTOR OF DESIGN

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