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![WHY ETHNOGRAPHY
Studying people
in
their
environment means
studying
people
in
their
natural,
comfortable
state.
You
are
also
learning
about
the
setting
in
which
they
do
whatever
it
is
you
are
curious
about.
Why
ethnography
vs.
usability
testing
Ethnography
is
most
effective
for
a
specific
market
or
a
population:
“We
want
to
learn
more
about
how
[who]
approaches/thinks about
[what
big
thing].
“But
what
if
I
don’t
hear
about
[my
product/company/big
thing]?”
Tip Call
your
study
a
“Contextual
Inquiry”](https://image.slidesharecdn.com/alialeanethnography2-170313205017/75/Lean-Ethnography-5-2048.jpg)
![PLAN YOUR SESSIONS
• Plan
the
topics
to
be
discussed
with
each
participant
and
get
stakeholder
agreement
(don’t
be
concerned
about
adhering
to
a
script!).
Try:
“Talk
to
me
about
[x]”:
– How
research
is
assigned,
what
is
their
process
for
conducting
research,
last
topic
I
searched,
how
I
learned
– Library
&
librarian
interaction,
who
do
they
ask
for
help
– Mobile,
printing,
saving,
sharing
– What
are
their
challenges
in
the
research
process
– Social
media,
more
• Researchers
per
session
(2,
3
is
max)
• Schedule
sessions
for
1-‐1.5
hours
each
• Participants
must
sign
release
forms!
• For
researchers
– recording
app
on
phone,
plan
for
parking,
food,
bio
breaks](https://image.slidesharecdn.com/alialeanethnography2-170313205017/75/Lean-Ethnography-12-2048.jpg)
Uploaded byKate Lawrence
Lean Ethnography
The document discusses the application of lean ethnography to enhance library user experiences, emphasizing the importance of studying users in their natural environments. It outlines methodologies for planning, conducting, and synthesizing ethnographic research, including sample size recommendations and participant engagement strategies. Key points include the necessity of stakeholder involvement, effective note-taking, and visualizing findings to inform product development.
More Related Content
Lean Ethnography
- 1. LEAN ETHNOGRAPHY: GAIN INSIGHTS TO IMPROVE THE LIBRARY EXPERIENCE Kate Lawrence, VP User Research klawrence@ebsco.com EBSCO Information Services February 17, 2017 | ALIA Information Online @bykatelawrence
- 2. LEAN ETHNOGRAPHY Agenda: • Why ethnography • Determining your sample • Planning your session • Conducting your session • Distillation & synthesis of findings • Tying it all together • Let’s stay in touch Ground Rules: • Ask any question! • Be interactive • Give examples from your institution • My support continues when you get home Agenda & Ground Rules
- 3. BUT FIRST: THE RESEARCH PLAN Get everyone on the same page From “Write a Research Plan Stakeholders Love” by Tomer Sharon (Google): • 1-‐page document • Title • Author, Stakeholders • Date • Background (“The Why”) • Goals • Methodology (highlight areas of questioning/testing) • Participants • Schedule • Script placeholder (tbd) v Request a copy of a research plan – email klawrence@ebsco.com Source: smashingux.com Tomer Sharon January 2012
- 4. WHY ETHNOGRAPHY Because what users say they do is different than what they actually do
- 5. WHY ETHNOGRAPHY Studying people in their environment means studying people in their natural, comfortable state. You are also learning about the setting in which they do whatever it is you are curious about. Why ethnography vs. usability testing Ethnography is most effective for a specific market or a population: “We want to learn more about how [who] approaches/thinks about [what big thing]. “But what if I don’t hear about [my product/company/big thing]?” Tip Call your study a “Contextual Inquiry”
- 7. DETERMINING YOUR SAMPLE “But how do you know your findings are applicable or extensible based on your sample?” -‐ Tom, the guy who asks this every time we present research
- 8. USABILITY: JAKOB SAYS 5. I SAY MORE. Source: nngroup.com 2014
- 9. STEVE SAYS 3. I SAY, BE CAREFUL! Source: stevekrug.com 2014 “I believed that with a little bit of instruction most people could do a lot of what I do themselves, since much of it just seems like common sense once you hear it explained.” – Steve Krug > Krug video clip: https://www.youtube.com/watch?v=QckIzHC99Xc
- 10. SAMPLE SIZE: CONTEXTUAL INQUIRY What the User Research Group at EBSCO does; what I recommend you do User Research @EBSCO: Usability sample size: 7-10 participants Ethnographic sample size: Start with 12 (8+50%), end at 20+. Recruit by persona? Yes You: Usability sample size: 5-7 participants Ethnographic sample size: 8-10 participants Recruit by persona? No Two words about recruiting: It’s difficult Social Media!
- 11.
- 12. PLAN YOUR SESSIONS •Plan the topics to be discussed with each participant and get stakeholder agreement (don’t be concerned about adhering to a script!). Try: “Talk to me about [x]”: – How research is assigned, what is their process for conducting research, last topic I searched, how I learned – Library & librarian interaction, who do they ask for help – Mobile, printing, saving, sharing – What are their challenges in the research process – Social media, more • Researchers per session (2, 3 is max) • Schedule sessions for 1-‐1.5 hours each • Participants must sign release forms! • For researchers – recording app on phone, plan for parking, food, bio breaks
- 13. CONDUCTING YOUR SESSIONS Go to your users
- 14. IT’S NOT ABOUT YOU! It starts with a simple question. And remember, the user is driving the session. Start with When was the last time you searched in support of your studies? Next: Can you please show me how you did that?
- 15. You’re there to learn about “Jane”, to explore her world. Not to validate stakeholder assumptions. You’re waiting for the moment when Question-‐ Answer into Question-‐ Story (be patient!). YOUR JOB AS RESEARCHER Focus on ‘connectors’ – threads that will help you weave the story together later. Example of connector: John Green book/Vlog Brothers/YouTube. -‐ Source: Steve Portigal, Interviewing Users
- 16. Four phases: IN THE SESSION • Background (tell me about you) • The Main Body (the question + subjects) • The Projection/Dream Question (magic wand) • Wrap-‐Up (it sounds like you….) -‐ Source: Steve Portigal, Interviewing Users
- 17. Use other methods as needed: IN THE SESSION -‐ Source: Steve Portigal, Interviewing Users Method Sample Question Tasks Can you draw a map of the library? Participation Can you show me how to download an eBook? Demonstration Show us how you search for a vlog on YouTube. Role-‐Playing I’ll be the student and you be the librarian and I’ll ask for help in narrowing my topic. Observations Look around apartment, office, coffee shop etc
- 18.
- 19. QUICK & DIRTYMETHOD • Each researcher brings their notes to a synthesis session • Write post-‐its from notes – focus on user actions. One per note. • Map notes into themed hierarchies that align with your subject categories (large groupings, such as “Search”, “The Library” etc). Search
- 20. MORE COMPLEX: AFFINITY MAPPING • Distill down findings with team after each session • Create first-‐person notes from findings: – Good note: He googles his institution’s library + a specific database as a first step in his research process. – Poor note: He uses Google. – 30-‐60 notes per session, print notes, pin them into hierarchies.
- 21.
- 22. STAKEHOLDER REVIEW • Invite stakeholders (and others!) in to “walk the walls”. • Provide post-‐it notes and sharpie markers, let people write notes/comments about product ideas, features, services. • Document hierarchies and ideas!
- 23. Personalize and visualizeyour findings for stakeholders. • Use participant quotes to illustrate pain points. • Use screenshots to illustrate and reenact experiences. • Use topic headings from research to guide categorization of findings. • What we thought/what we learned format works well (Kate to show samples). PROCESS: WRITING A REPORT
- 24.