This document summarizes Nicolas Nova's presentation on ethnography and user experience design. It discusses how ethnography involves observing people in their natural environments to understand their behaviors and motivations. It then presents two case studies where ethnography was used: one involving accelerometer-based entertainment prototyping, the other exploring "curious rituals". The conclusion emphasizes that good design requires understanding users through techniques like ethnography combined with a designer's skills and perspectives.

1. UX PARIS
DESIGN & ETHNOGRAPHY
NICOLAS NOVA, 14.11.2012, PARIS
WWW.NEARFUTURELABORATORY.COM

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I ETHNOGRAPHY: PEOPLE, CULTURE, ARTIFACTS 24

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I 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

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II CASE 1: ACCELEROMETER-BASED ENTERTAINMENT 24
Project conducted with CEA/Movea/XP Team/WSG

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II ENTERTAINMENT SPACES 24

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II ENTERTAINMENT SPACES 24

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II ENTERTAINMENT SPACES / CREATIVITY 24

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II MOTIVATIONAL FACTORS: PRECISION 24

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II MOTIVATIONAL FACTORS: SENSATION 24

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II MOTIVATIONAL FACTORS: EXCITATION 24

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II MOTIVATIONAL FACTORS: PERFORMANCE 24

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II OPPORTUNITY MAPPING 24
Excitation
Sensations Performances
Precision

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II OPPORTUNITY MAPPING 24
Excitation
Hand-to-hand fights
Sensations Performances
Pocket light
Bowling
Sniper
Precision

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II PROTOTYPING 24
Prototyping by Etienne Guerry (XP Team)

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II PROTOTYPING 24
Prototyping by Etienne Guerry (XP Team)

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II PROTOTYPING AND TESTING 24
Prototypage Etienne Guerry (XP Team)

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II PROTOTYPING AND TESTING 24
Developed by Widescreen Game

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II PROTOTYPING AND TESTING 24
Developed by Widescreen Game

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III CASE 2: CURIOUS RITUALS 24

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III CASE 2: CURIOUS RITUALS 24

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III CASE 2: CURIOUS RITUALS 24

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IV 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.

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IV GOOD DESIGN = UNDERSTANDING OF USERS + DESIGNER 24

24. THANK YOU MERCI GRACIAS DANKE GRAZIE
NICOLAS NOVA
nicolas@nearfuturelaboratory.com
www.nearfuturelaboratory.com