Building Ethnography into the design process

9,310 views

Published on

Web Directions South Presentation by Stephen Cox on how to make useful things no one knows they want.

Published in: Technology, Business
4 Comments
64 Likes
Statistics
Notes
No Downloads
Views
Total views
9,310
On SlideShare
0
From Embeds
0
Number of Embeds
1,055
Actions
Shares
0
Downloads
0
Comments
4
Likes
64
Embeds 0
No embeds

No notes for slide
  • Building Ethnography into the design process

    1. 1. Building ethnography into the design process Making useful things no one knew they needed
    2. 2. Life is complex
    3. 4. ½ of Me
    4. 5. Struggling with complexity
    5. 6. Complexity and context
    6. 7. My job
    7. 8. Grounded
    8. 9. What is research?
    9. 10. Continuum
    10. 11. Strategic Tactical Culture People Wants Websites Users Usability
    11. 12. Strategic Tactical Interactional Structural Evaluatative Behavioural Ethnographic
    12. 13. Observation Contextual interviews Structured interviews Diaries / probes Ethnographic techniques
    13. 14. Help build understanding
    14. 15. The process
    15. 16. Get stuff Think about it Transform it Output stuff
    16. 17. Big questions?
    17. 18. Getting there
    18. 19. Answering the big ones
    19. 20. Secondary research
    20. 21. Do your own
    21. 22. Carsguide.com.au
    22. 23. Getting stuff (ethnographic research)
    23. 24. The broader context
    24. 25. Field research it’s peachy
    25. 26. Thinking about stuff (applying theory)
    26. 27. “ I hate dealers, they are always trying to sell you something” “ Car dealers ... They don’t care about you just about the sale” Dealers > Sales focused Dealers > Sales focused
    27. 28. Dealers > Sales focused Dealers > More practiced Purchaser > Just browsing
    28. 29. Iteration
    29. 30. Transform it
    30. 31. Findings
    31. 32. Output stuff (deliverables)
    32. 33. Tome
    33. 34. Visualisations
    34. 35. Case studies
    35. 36. Then what?
    36. 37. Carsguide marketing
    37. 38. Carsguide Sales team
    38. 39. The designers
    39. 40. Teamwork Image from: Joe Shlabotnik http://www.flickr.com/photos/joeshlabotnik/305410323/
    40. 41. Life is complex But understandable

    ×