@sladner
@pssigchi
#ethnography
#practicalethno
Practical Ethnography
Doing ethnography in the private sector
Sam Ladner, ...
OVERVIEW
2
A brief history of ethnography
Its history and its use in product design
Ethnography and innovation
Why is ethn...
HISTORY
3
ETHNOGRAPHY
AND URBAN
PLANNING
4
ETHNOGRAPHY IN
TECHNOLOGY
5
ETHNOGRAPHY AND DESIGN THINKING
6
INSIGHT IDEATE PROTOTYPE ITERATE
ETHNOGRAPHY CASE STUDY: THE SWIFFER
7
Gaps between activities
and beliefs
What people actually do
In situ
What else is goi...
WHY ETHNOGRAPHY
MATTERS
8
HAMMERS AND
THEIR WORLDS
9
SKYMALL’S EXISTENTIAL TORTURE CHAMBER
10
CURRENT PRACTICE
11
“Shifts within ethnography occur
when, for example, new faces enter
the field, novel problems are put
...
MARKETING
12
WHAT DESIGN ETHNOGRAPHY LOOKS FOR
13
Frustrations
Where products are broken
Delights
Where products evoke emotional
connec...
GAME FACE, LADIES
Applied ethnography
14
FRUSTRATIONS
15
DELIGHTS
16
CONCEPTS AND
MODELS
ETHNOGRAPHY AT MICROSOFT
17
TABLETS AS FLEXIBLE PRODUCTIVITY
18
Frustrations
Tablets bring the cloud with them – even
if you don’t understand the clou...
BODY WORK
19
20
ACTIVATING
ETHNOGRAPHIC INSIGHT
21
PROTOTYPING
GAME FACE, LADIES
Applied ethnography
22
FUTURE DIRECTIONS
Thank you
@sladner
http://practicalethnography.com
23
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Practical Ethnography: doing ethnography in the private sector

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What is ethnography? Why should you do it? How does it help designers create great products? Sam Ladner, author of Practical Ethnography, gives a summary of her book to the Puget Sound SigCHI group.

Published in: Design

Practical Ethnography: doing ethnography in the private sector

  1. 1. @sladner @pssigchi #ethnography #practicalethno Practical Ethnography Doing ethnography in the private sector Sam Ladner, PhD Senior Researcher Microsoft Envisioning
  2. 2. OVERVIEW 2 A brief history of ethnography Its history and its use in product design Ethnography and innovation Why is ethnography good for innovation? Current practice Who is doing ethnography and how are they doing it? Microsoft and ethnography Real examples of our own work Emerging trends Where is ethnography going?
  3. 3. HISTORY 3
  4. 4. ETHNOGRAPHY AND URBAN PLANNING 4
  5. 5. ETHNOGRAPHY IN TECHNOLOGY 5
  6. 6. ETHNOGRAPHY AND DESIGN THINKING 6 INSIGHT IDEATE PROTOTYPE ITERATE
  7. 7. ETHNOGRAPHY CASE STUDY: THE SWIFFER 7 Gaps between activities and beliefs What people actually do In situ What else is going on? Standpoint Empathy-driven design
  8. 8. WHY ETHNOGRAPHY MATTERS 8
  9. 9. HAMMERS AND THEIR WORLDS 9
  10. 10. SKYMALL’S EXISTENTIAL TORTURE CHAMBER 10
  11. 11. CURRENT PRACTICE 11 “Shifts within ethnography occur when, for example, new faces enter the field, novel problems are put forth, funding patterns change or…new narrative styles develop”
  12. 12. MARKETING 12
  13. 13. WHAT DESIGN ETHNOGRAPHY LOOKS FOR 13 Frustrations Where products are broken Delights Where products evoke emotional connection Conceptual understanding How products are understood, cohered, and thought about
  14. 14. GAME FACE, LADIES Applied ethnography 14 FRUSTRATIONS
  15. 15. 15 DELIGHTS
  16. 16. 16 CONCEPTS AND MODELS
  17. 17. ETHNOGRAPHY AT MICROSOFT 17
  18. 18. TABLETS AS FLEXIBLE PRODUCTIVITY 18 Frustrations Tablets bring the cloud with them – even if you don’t understand the cloud. Delights Tablets offer truly mobile computing (not just consumption). Conceptual understanding Tablets are BOTH productivity and entertainment devices. What matters most is posture.
  19. 19. BODY WORK 19
  20. 20. 20 ACTIVATING ETHNOGRAPHIC INSIGHT
  21. 21. 21 PROTOTYPING
  22. 22. GAME FACE, LADIES Applied ethnography 22 FUTURE DIRECTIONS
  23. 23. Thank you @sladner http://practicalethnography.com 23

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