SlideShare a Scribd company logo

Design Ethnography for Lean Teams

By WIll Evans, Director of User Experience Design, TLC Labs "What people say is not what people do" - Cheskin There has been a lot of hot air about "getting out of the building", and "just go talk to customers", but rarely are those statements backed up with strategic and tactical advice about HOW and WHY. Well, this talk is meant to help. Honestly, getting out of the building and talking to customers is only valuable when done right. As my old martial arts sensei used to say, "practice doesn't make perfect, perfect practice makes perfect!" Design Ethnography is usually conducted to gain a *deep* understanding of the our target customers in order to apply a customer-centered approach to the product strategy. Design ethnography takes the position than human behavior and the ways in which people construct and make meaning of their worlds and their lives are highly variable, locally specific as well as intersubjectively reflexive. One primary difference between ethnography and other methods of user research is that ethnography assumes that we must first discover what people actually do, the reasons they give for doing it, and just as importantly, how they feel while doing it, before we can assign to their actions and behaviors interpretations drawn from our own experiences. Many people believe that design ethnography is only viable in the context of "Big Upfront Design", while many Agile and Lean teams believe they simply don't have the time, or that big upfront design is synonymous with waste. During this talk, we'll explore various myths, methods of ethnography, and ways in which agile or lean teams may use it to gain deeper insights into customer behaviors to create richer experiences without waste. Questions I may answer in this talk: What is design ethnography? What are some of the qualitative and quantitative methods? Isn't Design Ethnography and LeanUX contradictory? When and where is design ethnography appropriate for teams? Is Design Ethnography appropriate only with Big Upfront Design Research? How can teams use Design Ethnography for sense-making? What are the practical steps for engaging in design ethnography tomorrow? Will Evans is the Director of User Experience Design and Research at The Library Corporation as well as TLCLabs, the enterprise innovation lab. At TLC, Will is responsible for working across the organization to create extraordinary user experiences and new product innovations. Before TLC, he led experience design and research for TheLadders in New York City. He has over 15 years industry experience in interaction design, information architecture, and user experience strategy. His experiences include directing UX for social network analytics & terrorism modeling at AIR Worldwide, UX Architect for social media site Gather.com, and UX Architect for travel search engine Kayak.com. Mr. Evans’ research and design has been featured in numerous publications including Business Week, The Econom

1 of 46
Download to read offline
Design Ethnography for Lean Teams
Design Ethnography for Lean Teams
"A startup is a human institution design to
deliver a new product or service under
conditions of extreme uncertainty"
- Eric Reis
Design Ethnography for Lean Teams
Malkovich Bias
The tendency to believe that everyone uses
technology exactly like you do.
Design Ethnography for Lean Teams

Recommended

Design thinking workshop
Design thinking  workshopDesign thinking  workshop
Design thinking workshopAli Gheisari
 
Design thinking workshop #ptw17
Design thinking workshop #ptw17Design thinking workshop #ptw17
Design thinking workshop #ptw17John Cardone
 
Design Thinking: The one thing that will transform the way you think
Design Thinking: The one thing that will transform the way you thinkDesign Thinking: The one thing that will transform the way you think
Design Thinking: The one thing that will transform the way you thinkDigital Surgeons
 

More Related Content

What's hot

Design sprint slideshare
Design sprint slideshareDesign sprint slideshare
Design sprint slideshareFaren faren
 
Design Thinking - Workshop Sample
Design Thinking - Workshop SampleDesign Thinking - Workshop Sample
Design Thinking - Workshop SampleShimon Shmueli
 
Google Design sprint
Google Design sprintGoogle Design sprint
Google Design sprintBruno Mendes
 
Design Thinking Introduction
Design Thinking IntroductionDesign Thinking Introduction
Design Thinking IntroductionVarun Jhariya
 
What is Design Thinking?
What is Design Thinking?What is Design Thinking?
What is Design Thinking?David Terrar
 
The fourth way: design thinking meets futures thinking | anna roumiantseva | ...
The fourth way: design thinking meets futures thinking | anna roumiantseva | ...The fourth way: design thinking meets futures thinking | anna roumiantseva | ...
The fourth way: design thinking meets futures thinking | anna roumiantseva | ...Naveen Srivatsav
 
Design Thinking - Bootcamp
Design Thinking - BootcampDesign Thinking - Bootcamp
Design Thinking - BootcampJan Schmiedgen
 
Notes - Design Thinking Workshop
Notes - Design Thinking WorkshopNotes - Design Thinking Workshop
Notes - Design Thinking Workshopktphinnovation
 
Intro to Design Thinking
Intro to Design ThinkingIntro to Design Thinking
Intro to Design ThinkingMike Krieger
 
Full Program & Tools to Accelerate an Internal Innovation Project - by Board ...
Full Program & Tools to Accelerate an Internal Innovation Project - by Board ...Full Program & Tools to Accelerate an Internal Innovation Project - by Board ...
Full Program & Tools to Accelerate an Internal Innovation Project - by Board ...Board of Innovation
 
Storytelling for Engineers
Storytelling for EngineersStorytelling for Engineers
Storytelling for EngineersSteve Myles
 

What's hot (20)

Design sprint slideshare
Design sprint slideshareDesign sprint slideshare
Design sprint slideshare
 
Design Thinking - Workshop Sample
Design Thinking - Workshop SampleDesign Thinking - Workshop Sample
Design Thinking - Workshop Sample
 
Google Design sprint
Google Design sprintGoogle Design sprint
Google Design sprint
 
Design Thinking Introduction
Design Thinking IntroductionDesign Thinking Introduction
Design Thinking Introduction
 
Design thinking
Design thinkingDesign thinking
Design thinking
 
Design thinking
Design thinkingDesign thinking
Design thinking
 
What is Design Thinking?
What is Design Thinking?What is Design Thinking?
What is Design Thinking?
 
The fourth way: design thinking meets futures thinking | anna roumiantseva | ...
The fourth way: design thinking meets futures thinking | anna roumiantseva | ...The fourth way: design thinking meets futures thinking | anna roumiantseva | ...
The fourth way: design thinking meets futures thinking | anna roumiantseva | ...
 
IDEO - Design thinking workshop 2016
IDEO - Design thinking workshop 2016IDEO - Design thinking workshop 2016
IDEO - Design thinking workshop 2016
 
Design Thinking - Bootcamp
Design Thinking - BootcampDesign Thinking - Bootcamp
Design Thinking - Bootcamp
 
Launch fishers what going on in entrepreneurship education v3
Launch fishers what going on in entrepreneurship education v3Launch fishers what going on in entrepreneurship education v3
Launch fishers what going on in entrepreneurship education v3
 
Nudge Theory
Nudge TheoryNudge Theory
Nudge Theory
 
Notes - Design Thinking Workshop
Notes - Design Thinking WorkshopNotes - Design Thinking Workshop
Notes - Design Thinking Workshop
 
Intro to Design Thinking
Intro to Design ThinkingIntro to Design Thinking
Intro to Design Thinking
 
Design thinking
Design thinkingDesign thinking
Design thinking
 
Polarity Thinking_CoCreative Consulting_20 March 2014
Polarity Thinking_CoCreative Consulting_20 March 2014Polarity Thinking_CoCreative Consulting_20 March 2014
Polarity Thinking_CoCreative Consulting_20 March 2014
 
Practical JTBD
Practical JTBDPractical JTBD
Practical JTBD
 
Full Program & Tools to Accelerate an Internal Innovation Project - by Board ...
Full Program & Tools to Accelerate an Internal Innovation Project - by Board ...Full Program & Tools to Accelerate an Internal Innovation Project - by Board ...
Full Program & Tools to Accelerate an Internal Innovation Project - by Board ...
 
Storytelling for Engineers
Storytelling for EngineersStorytelling for Engineers
Storytelling for Engineers
 
Design Thinking
Design ThinkingDesign Thinking
Design Thinking
 

Viewers also liked (8)

Focus groups - An introduction
Focus groups - An introductionFocus groups - An introduction
Focus groups - An introduction
 
Rhetorical analysis step by step
Rhetorical analysis step by stepRhetorical analysis step by step
Rhetorical analysis step by step
 
Semiotics
Semiotics Semiotics
Semiotics
 
Focus Group Discussions – a step-by-step guide
Focus Group Discussions – a step-by-step guideFocus Group Discussions – a step-by-step guide
Focus Group Discussions – a step-by-step guide
 
Semiotic analysis
Semiotic analysisSemiotic analysis
Semiotic analysis
 
What is Semiotic analysis?
What is Semiotic analysis?What is Semiotic analysis?
What is Semiotic analysis?
 
Semiotics for beginners
Semiotics for beginnersSemiotics for beginners
Semiotics for beginners
 
Ethnographic research (2)
Ethnographic research (2)Ethnographic research (2)
Ethnographic research (2)
 

Similar to Design Ethnography for Lean Teams

Yes, My Iguana Loves to Cha-Cha: Improv, Creativity and Collaboration
Yes, My Iguana Loves to Cha-Cha: Improv, Creativity and CollaborationYes, My Iguana Loves to Cha-Cha: Improv, Creativity and Collaboration
Yes, My Iguana Loves to Cha-Cha: Improv, Creativity and CollaborationSteve Portigal
 
7 Simple Ways to Get Better Results from Ethnographic Research _ Interaction ...
7 Simple Ways to Get Better Results from Ethnographic Research _ Interaction ...7 Simple Ways to Get Better Results from Ethnographic Research _ Interaction ...
7 Simple Ways to Get Better Results from Ethnographic Research _ Interaction ...KatyaAnco
 
The Help Movie Analysis. The Help Movie Analysis
The Help Movie Analysis. The Help Movie AnalysisThe Help Movie Analysis. The Help Movie Analysis
The Help Movie Analysis. The Help Movie AnalysisMary Montoya
 
Ethnography One Day Workshop
Ethnography One Day WorkshopEthnography One Day Workshop
Ethnography One Day WorkshopChauncey Zalkin
 
The Innovator's DNA - An Interpretation of the Five Skills of Disruptive Inno...
The Innovator's DNA - An Interpretation of the Five Skills of Disruptive Inno...The Innovator's DNA - An Interpretation of the Five Skills of Disruptive Inno...
The Innovator's DNA - An Interpretation of the Five Skills of Disruptive Inno...Luc Lalande
 
Design For Government Keynote - Need Culture and Tools for Innovation
Design For Government Keynote - Need Culture and Tools for InnovationDesign For Government Keynote - Need Culture and Tools for Innovation
Design For Government Keynote - Need Culture and Tools for InnovationBen Weinlick
 
Design the future of the Australian Web Industry with Design Thinking
Design the future of the Australian Web Industry with Design ThinkingDesign the future of the Australian Web Industry with Design Thinking
Design the future of the Australian Web Industry with Design ThinkingWilliam Donovan
 
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...Future Processing
 
Science as Creativity, Science is Creativity
Science as Creativity, Science is CreativityScience as Creativity, Science is Creativity
Science as Creativity, Science is CreativitythirstDC
 
10 faces of innovation
10 faces of innovation10 faces of innovation
10 faces of innovationSamantha Angel
 
Structuring Serendipitous Collaboration - Nick Inglis keynote @ ARMA Canada 2021
Structuring Serendipitous Collaboration - Nick Inglis keynote @ ARMA Canada 2021Structuring Serendipitous Collaboration - Nick Inglis keynote @ ARMA Canada 2021
Structuring Serendipitous Collaboration - Nick Inglis keynote @ ARMA Canada 2021Nick Inglis
 
110518leadershipheineken hwg
110518leadershipheineken hwg110518leadershipheineken hwg
110518leadershipheineken hwgGidi Heynens
 
Leadership heineken
Leadership heinekenLeadership heineken
Leadership heinekenGidi Heynens
 
Critical And Creative Thinking Henderson
Critical And Creative Thinking HendersonCritical And Creative Thinking Henderson
Critical And Creative Thinking HendersonMariellesimone
 

Similar to Design Ethnography for Lean Teams (20)

Design Thinking Workshop
Design Thinking WorkshopDesign Thinking Workshop
Design Thinking Workshop
 
Design Ethnography
Design EthnographyDesign Ethnography
Design Ethnography
 
Yes, My Iguana Loves to Cha-Cha: Improv, Creativity and Collaboration
Yes, My Iguana Loves to Cha-Cha: Improv, Creativity and CollaborationYes, My Iguana Loves to Cha-Cha: Improv, Creativity and Collaboration
Yes, My Iguana Loves to Cha-Cha: Improv, Creativity and Collaboration
 
7 Simple Ways to Get Better Results from Ethnographic Research _ Interaction ...
7 Simple Ways to Get Better Results from Ethnographic Research _ Interaction ...7 Simple Ways to Get Better Results from Ethnographic Research _ Interaction ...
7 Simple Ways to Get Better Results from Ethnographic Research _ Interaction ...
 
The Help Movie Analysis. The Help Movie Analysis
The Help Movie Analysis. The Help Movie AnalysisThe Help Movie Analysis. The Help Movie Analysis
The Help Movie Analysis. The Help Movie Analysis
 
Ethnography One Day Workshop
Ethnography One Day WorkshopEthnography One Day Workshop
Ethnography One Day Workshop
 
Experiential Learning Lectures, Davangere
Experiential Learning Lectures, DavangereExperiential Learning Lectures, Davangere
Experiential Learning Lectures, Davangere
 
Innovation talk
Innovation talkInnovation talk
Innovation talk
 
The Innovator's DNA - An Interpretation of the Five Skills of Disruptive Inno...
The Innovator's DNA - An Interpretation of the Five Skills of Disruptive Inno...The Innovator's DNA - An Interpretation of the Five Skills of Disruptive Inno...
The Innovator's DNA - An Interpretation of the Five Skills of Disruptive Inno...
 
Design For Government Keynote - Need Culture and Tools for Innovation
Design For Government Keynote - Need Culture and Tools for InnovationDesign For Government Keynote - Need Culture and Tools for Innovation
Design For Government Keynote - Need Culture and Tools for Innovation
 
Design the future of the Australian Web Industry with Design Thinking
Design the future of the Australian Web Industry with Design ThinkingDesign the future of the Australian Web Industry with Design Thinking
Design the future of the Australian Web Industry with Design Thinking
 
Myths about creativity
Myths about creativityMyths about creativity
Myths about creativity
 
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
 
Science as Creativity, Science is Creativity
Science as Creativity, Science is CreativityScience as Creativity, Science is Creativity
Science as Creativity, Science is Creativity
 
Creative thinking
Creative thinkingCreative thinking
Creative thinking
 
10 faces of innovation
10 faces of innovation10 faces of innovation
10 faces of innovation
 
Structuring Serendipitous Collaboration - Nick Inglis keynote @ ARMA Canada 2021
Structuring Serendipitous Collaboration - Nick Inglis keynote @ ARMA Canada 2021Structuring Serendipitous Collaboration - Nick Inglis keynote @ ARMA Canada 2021
Structuring Serendipitous Collaboration - Nick Inglis keynote @ ARMA Canada 2021
 
110518leadershipheineken hwg
110518leadershipheineken hwg110518leadershipheineken hwg
110518leadershipheineken hwg
 
Leadership heineken
Leadership heinekenLeadership heineken
Leadership heineken
 
Critical And Creative Thinking Henderson
Critical And Creative Thinking HendersonCritical And Creative Thinking Henderson
Critical And Creative Thinking Henderson
 

More from William Evans

Empowering Agile Self-Organized Teams With Design Thinking
Empowering Agile Self-Organized Teams With Design ThinkingEmpowering Agile Self-Organized Teams With Design Thinking
Empowering Agile Self-Organized Teams With Design ThinkingWilliam Evans
 
Facilitating Complexity: Methods & Mindsets for Exploration
Facilitating Complexity: Methods & Mindsets for Exploration Facilitating Complexity: Methods & Mindsets for Exploration
Facilitating Complexity: Methods & Mindsets for Exploration William Evans
 
Leading Organizational Design and Transformation
Leading Organizational Design and TransformationLeading Organizational Design and Transformation
Leading Organizational Design and TransformationWilliam Evans
 
On Context: Methods and Mindsets for Situational Awareness
On Context: Methods and Mindsets for Situational AwarenessOn Context: Methods and Mindsets for Situational Awareness
On Context: Methods and Mindsets for Situational AwarenessWilliam Evans
 
On Branding: Turning Emotion into Connection
On Branding: Turning Emotion into ConnectionOn Branding: Turning Emotion into Connection
On Branding: Turning Emotion into ConnectionWilliam Evans
 
Dispositioning Advantage: A Pervert's Guide to Strategy Design
Dispositioning Advantage: A Pervert's Guide to Strategy DesignDispositioning Advantage: A Pervert's Guide to Strategy Design
Dispositioning Advantage: A Pervert's Guide to Strategy DesignWilliam Evans
 
New Models of Purpose-Driven Exploration in Knowledge Work
New Models of Purpose-Driven Exploration in Knowledge WorkNew Models of Purpose-Driven Exploration in Knowledge Work
New Models of Purpose-Driven Exploration in Knowledge WorkWilliam Evans
 
Facilitating Complexity: A Pervert's Guide to Exploration
Facilitating Complexity: A Pervert's Guide to ExplorationFacilitating Complexity: A Pervert's Guide to Exploration
Facilitating Complexity: A Pervert's Guide to ExplorationWilliam Evans
 
LeanUX: Problem Framing Using the 4 Ws
LeanUX: Problem Framing Using the 4 WsLeanUX: Problem Framing Using the 4 Ws
LeanUX: Problem Framing Using the 4 WsWilliam Evans
 
Good Design is Honest: Cognitive Science to UX Design Principles
Good Design is Honest: Cognitive Science to UX Design PrinciplesGood Design is Honest: Cognitive Science to UX Design Principles
Good Design is Honest: Cognitive Science to UX Design PrinciplesWilliam Evans
 
ReDesigned to Disrupt
ReDesigned to DisruptReDesigned to Disrupt
ReDesigned to DisruptWilliam Evans
 
Introduction to Lean Startup & Lean User Experience Design
Introduction to Lean Startup & Lean User Experience Design Introduction to Lean Startup & Lean User Experience Design
Introduction to Lean Startup & Lean User Experience Design William Evans
 
LeanUX is a Useful F*&king Lie
LeanUX is a Useful F*&king LieLeanUX is a Useful F*&king Lie
LeanUX is a Useful F*&king LieWilliam Evans
 
Introduction to Kanban for Creative Agencies
Introduction to Kanban for Creative AgenciesIntroduction to Kanban for Creative Agencies
Introduction to Kanban for Creative AgenciesWilliam Evans
 
Modeling Leadership for #LeanUXNYC
Modeling Leadership for #LeanUXNYCModeling Leadership for #LeanUXNYC
Modeling Leadership for #LeanUXNYCWilliam Evans
 
Introduction to UX Research: Conducting Focus Groups
Introduction to UX Research: Conducting Focus GroupsIntroduction to UX Research: Conducting Focus Groups
Introduction to UX Research: Conducting Focus GroupsWilliam Evans
 
Customer Research & Persona Development
Customer Research & Persona DevelopmentCustomer Research & Persona Development
Customer Research & Persona DevelopmentWilliam Evans
 
Concierge & Pitch MVP
Concierge & Pitch MVPConcierge & Pitch MVP
Concierge & Pitch MVPWilliam Evans
 

More from William Evans (20)

Empowering Agile Self-Organized Teams With Design Thinking
Empowering Agile Self-Organized Teams With Design ThinkingEmpowering Agile Self-Organized Teams With Design Thinking
Empowering Agile Self-Organized Teams With Design Thinking
 
Facilitating Complexity: Methods & Mindsets for Exploration
Facilitating Complexity: Methods & Mindsets for Exploration Facilitating Complexity: Methods & Mindsets for Exploration
Facilitating Complexity: Methods & Mindsets for Exploration
 
Leading Organizational Design and Transformation
Leading Organizational Design and TransformationLeading Organizational Design and Transformation
Leading Organizational Design and Transformation
 
On Context: Methods and Mindsets for Situational Awareness
On Context: Methods and Mindsets for Situational AwarenessOn Context: Methods and Mindsets for Situational Awareness
On Context: Methods and Mindsets for Situational Awareness
 
On Branding: Turning Emotion into Connection
On Branding: Turning Emotion into ConnectionOn Branding: Turning Emotion into Connection
On Branding: Turning Emotion into Connection
 
Dispositioning Advantage: A Pervert's Guide to Strategy Design
Dispositioning Advantage: A Pervert's Guide to Strategy DesignDispositioning Advantage: A Pervert's Guide to Strategy Design
Dispositioning Advantage: A Pervert's Guide to Strategy Design
 
New Models of Purpose-Driven Exploration in Knowledge Work
New Models of Purpose-Driven Exploration in Knowledge WorkNew Models of Purpose-Driven Exploration in Knowledge Work
New Models of Purpose-Driven Exploration in Knowledge Work
 
Facilitating Complexity: A Pervert's Guide to Exploration
Facilitating Complexity: A Pervert's Guide to ExplorationFacilitating Complexity: A Pervert's Guide to Exploration
Facilitating Complexity: A Pervert's Guide to Exploration
 
LeanUX: Problem Framing Using the 4 Ws
LeanUX: Problem Framing Using the 4 WsLeanUX: Problem Framing Using the 4 Ws
LeanUX: Problem Framing Using the 4 Ws
 
Good Design is Honest: Cognitive Science to UX Design Principles
Good Design is Honest: Cognitive Science to UX Design PrinciplesGood Design is Honest: Cognitive Science to UX Design Principles
Good Design is Honest: Cognitive Science to UX Design Principles
 
LeanUX14
LeanUX14LeanUX14
LeanUX14
 
ReDesigned to Disrupt
ReDesigned to DisruptReDesigned to Disrupt
ReDesigned to Disrupt
 
Introduction to Lean Startup & Lean User Experience Design
Introduction to Lean Startup & Lean User Experience Design Introduction to Lean Startup & Lean User Experience Design
Introduction to Lean Startup & Lean User Experience Design
 
LeanUX is a Useful F*&king Lie
LeanUX is a Useful F*&king LieLeanUX is a Useful F*&king Lie
LeanUX is a Useful F*&king Lie
 
Introduction to Kanban for Creative Agencies
Introduction to Kanban for Creative AgenciesIntroduction to Kanban for Creative Agencies
Introduction to Kanban for Creative Agencies
 
Promiscuous pairing
Promiscuous pairingPromiscuous pairing
Promiscuous pairing
 
Modeling Leadership for #LeanUXNYC
Modeling Leadership for #LeanUXNYCModeling Leadership for #LeanUXNYC
Modeling Leadership for #LeanUXNYC
 
Introduction to UX Research: Conducting Focus Groups
Introduction to UX Research: Conducting Focus GroupsIntroduction to UX Research: Conducting Focus Groups
Introduction to UX Research: Conducting Focus Groups
 
Customer Research & Persona Development
Customer Research & Persona DevelopmentCustomer Research & Persona Development
Customer Research & Persona Development
 
Concierge & Pitch MVP
Concierge & Pitch MVPConcierge & Pitch MVP
Concierge & Pitch MVP
 

Recently uploaded

HTM Example Layouts Freedman Theatre.pdf
HTM Example Layouts Freedman Theatre.pdfHTM Example Layouts Freedman Theatre.pdf
HTM Example Layouts Freedman Theatre.pdfLizShek
 
new Principle of design and the elements of design
new Principle of design and the elements of designnew Principle of design and the elements of design
new Principle of design and the elements of designbhamshu738
 
Spoleto Festival23 Hang and Cable Layouts.pdf
Spoleto Festival23 Hang and Cable Layouts.pdfSpoleto Festival23 Hang and Cable Layouts.pdf
Spoleto Festival23 Hang and Cable Layouts.pdfLizShek
 
Mother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdfMother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdfLizShek
 
Portfolio of designs and Visualization Samuel Jayeola
Portfolio of designs and Visualization Samuel JayeolaPortfolio of designs and Visualization Samuel Jayeola
Portfolio of designs and Visualization Samuel JayeolaJayeola Samuel
 
Mother Courage and Her Children Shop Order.pdf
Mother Courage and Her Children Shop Order.pdfMother Courage and Her Children Shop Order.pdf
Mother Courage and Her Children Shop Order.pdfLizShek
 
Carpentry 7-8 explorartory (Week 3).pptx
Carpentry 7-8 explorartory (Week 3).pptxCarpentry 7-8 explorartory (Week 3).pptx
Carpentry 7-8 explorartory (Week 3).pptxMonroewellFajardo
 
ASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdf
ASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdfASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdf
ASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdfaekhan1019
 
impact of packaging on consumer buying behaviour project report pdf.pdf
impact of packaging on consumer buying behaviour project  report pdf.pdfimpact of packaging on consumer buying behaviour project  report pdf.pdf
impact of packaging on consumer buying behaviour project report pdf.pdfSanjivanisShirodkar
 
Gerald Freedman Theatre Rep Re-Circuit.pdf
Gerald Freedman Theatre Rep Re-Circuit.pdfGerald Freedman Theatre Rep Re-Circuit.pdf
Gerald Freedman Theatre Rep Re-Circuit.pdfLizShek
 
AWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptx
AWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptxAWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptx
AWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptxGopiNarahari1
 
homescreen revamp homescreen revamphomescreen revamp
homescreen revamp homescreen revamphomescreen revamphomescreen revamp homescreen revamphomescreen revamp
homescreen revamp homescreen revamphomescreen revampvidya934261
 
urban design case study of old city Jodhpur
urban design case study of  old city Jodhpururban design case study of  old city Jodhpur
urban design case study of old city JodhpurSreyaseeNath1
 
acervus process book no cover--character
acervus process book no cover--characteracervus process book no cover--character
acervus process book no cover--characterschell
 
Apparel Portfolio draft: Cayden Ingman |
Apparel Portfolio draft: Cayden Ingman |Apparel Portfolio draft: Cayden Ingman |
Apparel Portfolio draft: Cayden Ingman |CaydenIngman
 
Amadeus Hang and Cable Layouts UNCSA.pdf
Amadeus Hang and Cable Layouts UNCSA.pdfAmadeus Hang and Cable Layouts UNCSA.pdf
Amadeus Hang and Cable Layouts UNCSA.pdfLizShek
 
Task Pack 1- Nature - Ula Academics KIDS.pdf
Task Pack 1- Nature - Ula Academics KIDS.pdfTask Pack 1- Nature - Ula Academics KIDS.pdf
Task Pack 1- Nature - Ula Academics KIDS.pdfUla Academics
 
Passing Strange Lighting Plot AS BUILT).pdf
Passing Strange Lighting Plot AS BUILT).pdfPassing Strange Lighting Plot AS BUILT).pdf
Passing Strange Lighting Plot AS BUILT).pdfLizShek
 
December 2023 Issue - Fnewsmagazine SAIC
December 2023 Issue - Fnewsmagazine SAICDecember 2023 Issue - Fnewsmagazine SAIC
December 2023 Issue - Fnewsmagazine SAICaditisingh523288
 
Heathers Symbols for Gerald Freedman Theatre.pdf
Heathers Symbols for Gerald Freedman Theatre.pdfHeathers Symbols for Gerald Freedman Theatre.pdf
Heathers Symbols for Gerald Freedman Theatre.pdfLizShek
 

Recently uploaded (20)

HTM Example Layouts Freedman Theatre.pdf
HTM Example Layouts Freedman Theatre.pdfHTM Example Layouts Freedman Theatre.pdf
HTM Example Layouts Freedman Theatre.pdf
 
new Principle of design and the elements of design
new Principle of design and the elements of designnew Principle of design and the elements of design
new Principle of design and the elements of design
 
Spoleto Festival23 Hang and Cable Layouts.pdf
Spoleto Festival23 Hang and Cable Layouts.pdfSpoleto Festival23 Hang and Cable Layouts.pdf
Spoleto Festival23 Hang and Cable Layouts.pdf
 
Mother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdfMother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdf
 
Portfolio of designs and Visualization Samuel Jayeola
Portfolio of designs and Visualization Samuel JayeolaPortfolio of designs and Visualization Samuel Jayeola
Portfolio of designs and Visualization Samuel Jayeola
 
Mother Courage and Her Children Shop Order.pdf
Mother Courage and Her Children Shop Order.pdfMother Courage and Her Children Shop Order.pdf
Mother Courage and Her Children Shop Order.pdf
 
Carpentry 7-8 explorartory (Week 3).pptx
Carpentry 7-8 explorartory (Week 3).pptxCarpentry 7-8 explorartory (Week 3).pptx
Carpentry 7-8 explorartory (Week 3).pptx
 
ASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdf
ASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdfASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdf
ASIF KHAN-LANDSCAPE-DESIGN PORTFOLIO 2024 f.pdf
 
impact of packaging on consumer buying behaviour project report pdf.pdf
impact of packaging on consumer buying behaviour project  report pdf.pdfimpact of packaging on consumer buying behaviour project  report pdf.pdf
impact of packaging on consumer buying behaviour project report pdf.pdf
 
Gerald Freedman Theatre Rep Re-Circuit.pdf
Gerald Freedman Theatre Rep Re-Circuit.pdfGerald Freedman Theatre Rep Re-Circuit.pdf
Gerald Freedman Theatre Rep Re-Circuit.pdf
 
AWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptx
AWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptxAWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptx
AWS-Architecture-Icons-Deck_For-Dark-BG_02062024.pptx
 
homescreen revamp homescreen revamphomescreen revamp
homescreen revamp homescreen revamphomescreen revamphomescreen revamp homescreen revamphomescreen revamp
homescreen revamp homescreen revamphomescreen revamp
 
urban design case study of old city Jodhpur
urban design case study of  old city Jodhpururban design case study of  old city Jodhpur
urban design case study of old city Jodhpur
 
acervus process book no cover--character
acervus process book no cover--characteracervus process book no cover--character
acervus process book no cover--character
 
Apparel Portfolio draft: Cayden Ingman |
Apparel Portfolio draft: Cayden Ingman |Apparel Portfolio draft: Cayden Ingman |
Apparel Portfolio draft: Cayden Ingman |
 
Amadeus Hang and Cable Layouts UNCSA.pdf
Amadeus Hang and Cable Layouts UNCSA.pdfAmadeus Hang and Cable Layouts UNCSA.pdf
Amadeus Hang and Cable Layouts UNCSA.pdf
 
Task Pack 1- Nature - Ula Academics KIDS.pdf
Task Pack 1- Nature - Ula Academics KIDS.pdfTask Pack 1- Nature - Ula Academics KIDS.pdf
Task Pack 1- Nature - Ula Academics KIDS.pdf
 
Passing Strange Lighting Plot AS BUILT).pdf
Passing Strange Lighting Plot AS BUILT).pdfPassing Strange Lighting Plot AS BUILT).pdf
Passing Strange Lighting Plot AS BUILT).pdf
 
December 2023 Issue - Fnewsmagazine SAIC
December 2023 Issue - Fnewsmagazine SAICDecember 2023 Issue - Fnewsmagazine SAIC
December 2023 Issue - Fnewsmagazine SAIC
 
Heathers Symbols for Gerald Freedman Theatre.pdf
Heathers Symbols for Gerald Freedman Theatre.pdfHeathers Symbols for Gerald Freedman Theatre.pdf
Heathers Symbols for Gerald Freedman Theatre.pdf
 

Design Ethnography for Lean Teams

Editor's Notes

  1. Good Evening! Welcome to the first iteration of a talk about a Design Ethnography - a form a research done to gather insights for product teams.
  2. Here are a few rules.
  3. This is just one definition of a startup. Another is that it’s a human institution formed to search for a viable and scalable business model. The thing is, though, that many organizations and institutions face extreme uncertainty. If you work on a product team for a large company like News Corp, you have been disrupted.
  4. If we have data, let's use data. If we only have opinions, let's go with mine! A lot of people think they shouldn't do research. They also think that they have a perfect vision of the marketplace. They also wonder how many people they should potentially interview. The key thing about research is just about any, done correctly, is better than nothing. It's certainly better than using your gut.
  5. Most people incorrectly assume - project - their problems, habits, desires, onto another person. It's easier to simply assume that everyone uses technology just as you do. Some companies - a very very few, believe that if they design something for themselves, others will love it, and 1/1000 actually succeed.
  6. And people often argue - if I solve this problem for myself - I'll probably hit it big. This is a huge risk, and the numbers just don't support it. This is the 37Signals approach. #Designing a solution based on your own experience is like placing a bet on a black swan
  7. Lean Startup, and Lean UX, are risk mitigation strategies which are most effective at invalidating your most risky assumptions. Nothing can remove risk completely, and it's possible that by reducing risk, you also decrease your probability of a home run or a black swan, but it definitely reduces the risk as wasting vast resources on a HUNCH.
  8. The dirty little secret is: Most Lean Startups aren’t doing the research they should; Many teams do no research at all (or very little); those that do are usually doing it wrong, and it's really not much better than just sitting in your cubicle designing your assumptions. Moving from your present Assumption Driven Design to a more disciplined Evidence/Research-based design takes time. It takes coaching. It's a learned habit. You won't get it in a 1 hour lecture, you won't get it in a weekend workshop. Its something you must practice everyday, for at least a year. It's like martial arts. It's the practice, shithead, not the talk.
  9. Another issue we see is that someone is assigned to do the research. Perhaps an external researcher, maybe a ux research person, or a product owner, or a product manager. They then report back the research findings to the team or company. This is subject to all kinds of errors. Communication errors, cognitive biases, interpretation, fallacies. It's fraught with peril. Not only the communications problems, but empathy is not transferable. There are very few examplse where outsourced research doesn’t end up in a large binder on a shelf to gather dust. The insights, because they weren't socially constructed, are lost forever, like tears, in rain.
  10. Ethnography should be seen as broad research approach or even a research perspective, rather than one specific methodology. It covers a variety of different qualitative methods, such as participatory observation, semi-structured interviews, and digital or video diaries than can be combined as needed to bring answers and insights to the surface.
  11. The premise of design ethnography is that spending time in the contexts where people do the things that they do can inform and inspire the product design process with a nuanced understanding of what drives people’s behavior – which can then be used as a foundation for understanding and exploring various commercial problem spaces
  12. Ethnography offers a way 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.
  13. Ethnography is observing people’s behavior in their own environments so you can get a holistic understanding of their world – one that you can intuit on a deeply personal level.” – LiAnne Yu, Cultural Anthropologist. “If you want to 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.”
  14. While the ethnographer is interested in understanding human behavior as it is reflected in the lifeways of diverse communities of people, the designer is interested in designing artifacts, services and experiences that will support the activities of people embedded in their context. #Drink
  15. #Ethnography is a practice is mostly associated with up-front research at the beginning of the design process. #It is more valuable to think of it as a state of mind that can infuse, inform, and inspire throughout the design process and beyond – it doesn't have to be just part of Big D design up front. #There are a lot of reasons why Big Research and Design Up Front is a complete waste of fucking time. #The biggest problem with BIG RESEARCH is that often the entire product team is not involved A large amount of research is conducted and presented to the team, and then a 200 page report sits on someone's shelf and never informs the actual product development process.
  16. Lean Startup, and LeanUX applied to design research can help - But Lean Startup Customer Research has some problems which need addressing.
  17. I have coached and mentored many teams using Lean Startup methods for both startups and for teams inside of large enterprises. Here are some of the problems I see as it is practiced. Most teams practicing Lean Startup don't start with a customer hypothesis, they work backwards from a solution hypothesis. This is human nature. Because teams start with a solution hypothesis, it's almost impossible for them to generate multiple hypotheses 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 very problematic if not outright useless. GOOB, when done poorly, is particularly prone to confirmation bias Most teams have a very hard time formulating hypothesis Designing reliable experiments is a skill that takes time to learn - and most people aren't trained to run and learn from experiments 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
  18. I have coached and mentored many teams using Lean Startup methods for both startups and for teams inside of large enterprises. Here are some of the problems I see as it is practiced. Most teams practicing Lean Startup don't start with a customer hypothesis, they work backwards from a solution hypothesis. This is human nature. Because teams start with a solution hypothesis, it's almost impossible for them to generate multiple hypotheses 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 very problematic if not outright useless. GOOB, when done poorly, is particularly prone to confirmation bias Most teams have a very hard time formulating hypothesis Designing reliable experiments is a skill that takes time to learn - and most people aren't trained to run and learn from experiments 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
  19. While useful ideas can emerge during Lean Startup Customer Research, the most powerful insights come from a rigorous analysis of systematically collected narratives. During research, you will collect photos, videos, audio, diaries, and other contextual data.
  20. Design Ethnography provides more valuable, richer, direct experience of people's lives and it allows us to:
  21. People have a need for meaning in their lives. #Ethnography provides rich insights into how people make sense of their world because behavior is studied in context. #People incorporate rituals into their lives – but some rituals are large and public, while others are small and private. #It’s impossible to understanding the meaning of a private ritual divorced from it’s context that is derived from a survey
  22. #Cultural signifiers can only be discovered and unpacked in their context. #For those that know the Tie-On-Doorknob, you understand the meaning, context, and cultural practices at play here. #This elegant social hack may never be uncovered during customer interviews - only by submersion in a culture will these insights emerge.
  23. In Semiotics, we can unpack the meaning of signs – This is a Sausssuran dyadic model of tie on doorknob. Simply put, the signifier – Tie on Doorknob, signifies or Stands in For – Something else which is people getting busy. The sign is the whole that results from the association of the signifier with the signified.
  24. #People’s experiences are enframed by their language – you must learn their language to understand their behavior. #Ethnography helps us learn how to communicate more effectively with people, in a language and way they understand. #By observing how people process information, we learn what words and design elements evoke desired reactions. We also discover whether people miss information completely.
  25. Context is king #Ethnography helps us learn how products, technologies, and communications are used in various global contexts. #Branding, experience design and point of purchase artifacts all tell a story shaped within it's local culture.
  26. Self-reporting is mostly shit #What people say is not what they do. #Ethnography highlights the differences between what people perceive they do and what they actually do. For example, while people may report going out with girlfriends and having a deep meaningful conversation, observation may show just how much time they spent facebooking their sociality instead of engaged in conversation. #By observing what people do, rather than taking them at their word, we learn more about their choice architectures, and how they perceive & filter their own actions.
  27. Patterns of Pain will Emerge through observation #When you notice many people hacking around the same problem, you have evidence that there may be a customer problem there worth solving. Ethnography vividly identifies people’s work-arounds and guides the way towards solutions. For example, the obvious solution to improve morning commutes is a cup holder – but this only makes sense in cultures where drinking coffee while driving is an acceptable behavioral norm.
  28. Here is a roadmap for doing ethnographic research. This image is from Down Under the Bowery – the first documentary to explore NYC’s Skid Row Alcoholics in the 1950s
  29. Who do we believe has a problem or pain? Is that belief justified or is it just our assumption? How well do we know people like that? Make sure you team explicitly states who they think the customer is and what problem they have. This is a legitimate wicked problem.
  30. Find the people and validate they exist. If you can't find people that experience the problem you hypothesize, there’s probably no market for your idea. Who are the people who can most likely shed light on the context, behaviors, and problems? Is it people that use certain products or act in certain ways? Are they people that live in a certain environment, cultural or geographic location.
  31. Plan your approach (Where, when, who, how long…) #Figure out a game plan for observations and interactions with your target customers. #You will need to include opportunities for observation, documentation, self-reporting, diaries, as well as interviews. #Make contextual research part of your teams regular cadence.
  32. #Pairing is the most effective form of design research #It mitigates the risk of cognitive biases during the research process #It also helps create a shared understanding of context and observed behaviors #It also allows the transfer of expertise and tacit knowledge / culture / values from one person to another
  33. #Become a "habit-farmer" by intentionally curating data about the attitudes, mannerisms, habits, rituals of your audience #Hermeneutics is a natural part of the design synthesis process. #The process involves unpacking each data point, and interrogating the potential meaning of that data #What matters is the inter-relationships of the data to each other, not just the data in isolation!
  34. #While data is being analyzed, search for themes or patterns of commonality; #Use frameworks like Cynefin to take narrative fragments cluster them into domains; #The teams should be able to tell that story to multiple audiences, and should have a clear set of “aha’s!” and next steps.
  35. #Co-Generate and Share Insights. #The insights that are generated through ethnographic research are useful to the whole team, #So the process of analysis and synthesis must be a collective sense-making activity
  36. Information presented both visually and as performance creates more resonance with the team! Empathy breeds passion! #Information that is presented in a visually compelling way is more likely to intrigue, inspire, and engage, #Weave your insights into a compelling narrative. #This will allow opportunities, pain points, and solution hypotheses more valuable that the original ones that the team generated.
  37. Here are some of the keys to getting good design ethnography done.
  38. Delve deeply into the context, lives, cultures, and rituals of a few people rather than study a large number of people superficially. This isn’t about booty calls, this is about relationships.
  39. Holistically study people’s behaviors 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 ask probing, 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. How to do active seeing? I also spent my first year in NYC instagraming every sign I saw that used Copperplate Gothic Another example is from Thomas Wendt #ShoeUpBitches. That is his “Active Seeing” exercise he has been doing for over a year.
  42. You can use a combination of tools like Tumblr, Instagram, and Flickr to gather all this rich data.
  43. Use collaborative sense-making activities like cynefin and affinity diagramming to understand and formulate a narrative of experience.
  44. Now you can think about your Solution Hypothesis.
  45. Now you can think about your Solution Hypothesis.
  46. Now you can think about your Solution Hypothesis.