3I ETHNOGRAPHY: ROLE OF CONTEXT 24 “If you want to understand what motivates a guy to pick up skateboarding, you could bring him into a sterile laboratory and interrogate him... or you could spend a week in a skatepark observing him interacting with his friends, practicing new skills and having fun. Ethnography is observing people’s behavior in their own environments so you can get a holistic understanding of their world” LiAnne Yu, cultural anthropologist
4II CASE 1: ACCELEROMETER-BASED ENTERTAINMENT 24 Project conducted with CEA/Movea/XP Team/WSG
22IV CONCLUSION 24 ‣ Propose product concepts, services, communication that fit a need, a desire, a problem. ‣ Question opinion with field data: show people’s life, reality check, understand the complex dynamic of everyday life with its subtleties and specificities. ‣ Understand barriers to adoption of a product, a feature, etc. ‣ Evaluate and prioritized concepts, ideas, solutions. ‣ Criticize normative visions of the future (intelligent fridge, augmented reality). ‣ Learn from a new culture or a new market.
23IV GOOD DESIGN = UNDERSTANDING OF USERS + DESIGNER 24
THANK YOU MERCI GRACIAS DANKE GRAZIENICOLAS NOVAnicolas@nearfuturelaboratory.comwww.nearfuturelaboratory.com