Practical Ethnography: doing ethnography in the private sector
Doing ethnography in the private sector
Sam Ladner, PhD
A brief history of ethnography
Its history and its use in product design
Ethnography and innovation
Why is ethnography good for innovation?
Who is doing ethnography and how are
they doing it?
Microsoft and ethnography
Real examples of our own work
Where is ethnography going?
WHAT DESIGN ETHNOGRAPHY LOOKS FOR
Where products are broken
Where products evoke emotional
How products are understood, cohered,
and thought about
GAME FACE, LADIES
TABLETS AS FLEXIBLE PRODUCTIVITY
Tablets bring the cloud with them – even
if you don’t understand the cloud.
Tablets offer truly mobile computing (not
Tablets are BOTH productivity and
entertainment devices. What matters
most is posture.