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Building Ethnography into the design process

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

Published in: Technology, Business

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

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