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Design Ethnography
This document discusses the importance and methods of ethnographic research for lean teams. It advocates conducting in-depth research by observing a small number of customers in their natural contexts to develop a deep understanding of their behaviors, experiences and perspectives. This helps teams move beyond assumptions to discover true customer needs and insights. The document outlines key principles of ethnographic research such as studying daily rituals and habits, asking open-ended questions, recording detailed observations and collaboratively analyzing findings to identify patterns and themes. It also provides an eight step process for ethnographic research and emphasizes the importance of context, holistic observation, active listening and mapping insights back to the original problem hypothesis.
Design Ethnography
- 1. DESIGN DESIGN ETHNOETHNOGRAPHY GRAPHY FOR LEAN TEAMS FORLEAN TEAMS FOR LEAN TEAMS
- 2. RULES RULES 1. I talkreally 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. DETRITUS DETRITUS Wifi: User: AlleyNYC Guest, PW: beawesome Hashtag: #LeanUX Drinking Game word: CONTEXT Next meetup: Jabe Bloom presents "Lean Team Experience Design"
- 4. “A startup isa human institution designed to deliver a new product or service under conditions of extreme uncertainty.” –ERIC REIS
- 5. WHY WHY RESEARCH? RESEARCH? 12 People The most strikingtruth of this curve is that zero users give zero insights a lot o Insights
- 6. The tendency tobelieve that everyone uses technology exactly like you do. MALKOVICH MALKOVICH BIAS BIAS
- 7. Designing based onyour own pain with no customer research is like buying a lottery ticket.
- 8. Lean Startup (andLeanUX) is a risk mitigation strategy.
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- 13. COMPLEXITY COMPLEXITY EVERYWHERE is Ethnography offers away 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. “If you wantto 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.”
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- 17. “We don’t seethings as they are, we see them as we are.” –ANAIS NIN
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- 19. Most teams practicingLean 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. DESIGN RESEARCH DESIGN RESEARCH asa SYSTEMATIC APPROACH SYSTEMATIC APPROACH
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- 22. 1. Discover thesemantics of living
- 23. 2. Decode signifiersof cultural practice
- 24. 3. Understand thelanguage people use
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- 27. PEOPLE'S PEOPLE'S PEOPLE'S HACKS HACKS HACKS ARE A ARE A AREA GREAT GREAT INSIGHT INSIGHT
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- 29. 1. Define yourcustomer hypothesis
- 30. 2. Identify thepeople and validate they exist
- 31. 3. Plan yourapproach
- 32. 4. Conduct PairedResearch #SHOEUPBITCHES
- 33. 5. Become a"habit-farmer"
- 34. 6. Search forPatterns & Themes
- 35. 7. Co-Generate &Share Insights
- 36. 8. Perform yournarrative
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- 38. Delve deeply intothe context, lives, cultures, and rituals of a few people rather than study a large number of people superficially.
- 39. Holistically study people’sbehaviors and experiences in daily life. You won't find this in a lab, focus group, or 5 minute interview on the street.
- 40. Learn to askprobing, open questions, gathering as much data as possible to inform your understanding.
- 41. Practice “active seeing,”and “active listening.” Record every minutiae of daily existence, and encode on post-its.
- 42. Use digital toolsfor asynchronous data gathering: tumblr, facebook, twitter, instagram
- 43. Use collaborative sense-making activitieslike the Cynefin framework and affinity diagramming for active sensemaking.
- 44. Map the storiesfrom insights back to the original problem. Did it validate or invalidate the customer hypothesis?
- 45. Did the newinsights provide potentially richer opportunities to solve? NOW YOU CAN THINK ABOUT YOUR SOLUTION HYPOTHESIS
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