Ethnographic Research for Design Innovation

CHI Atlanta, 25 March 2010

Paul Bryan | Usography Corporation

Usography (www.usography.com) 2

Topics: What Is Ethnography When To Use Ethnography Ethnography Project Structure Data Collection Methods Data Analysis and Reporting

Audience Participation: Ethnography for Resort Guest System

Introduction

About Usography

Who: User research and design strategy agency

What: E-commerce, employee portals, web apps, information devices

Where: Wherever customers and employees go

For Whom:

1) What Is Ethnography?

Ethnography is observing behavior in natural settings

What is Ethnography?

Observation is Powerful!

"I was walking one day. I see a guy with … his pants on the ground. That's what gave me an inspiration.” General Larry Platt

Observation is Powerful!

1) Observation: Pants on the ground

2) Dig deeper: Gold in your mouth, hat turned sideways

3) Add perspective: Call yourself a cool cat Looking like a fool

4) Packaging and presentation: Song, American Idol

Anthropological method for describing cultures

➔  Ethnography literally means “writing about people groups”

➔  Formulated in the 1800’s as a method for studying “native” cultures

Bronislaw Malinowski with Trobriand Islanders in 1918

Anthropological method for describing cultures

➔  Applied to Market Research in the 1980’s

➔  Research conducted in a natural context: i.e. in the home, in a store, in an airport, in a work place

Characteristics of ethnographic research:

1. Takes place “in the field”

2. Observation is primary data collection technique 3. Interviews are used to clarify observations 4. Attention is paid to context and artifacts 5. Field notes coded and analyzed for themes and

variables

Usography Ethnographic Research project examples: National mobile carrier

➔ Location: Mobility retail outlets ➔ Target: How people shop for cell phones and carriers

Women’s clothing retailer ➔ Location: Department stores ➔ Target: How women shop for clothing

Financial services provider ➔ Location: In homes ➔ Target: How people manage their finances

International airline ➔ Location: In airports ➔ Target: Information usage of a mobile workforce

2) When To Use Ethnography

Ethnography produces fresh insights for design strategy

When To Use Ethnography

Deciding when Ethnography is the right method

➔  Identify fundamental experience factors

➔  Innovate the mundane ➔  Operationalize key concepts ➔  Discover the unspeakable ➔  Plan cultural variations

Aligning research methodology to design phase

Discovery Formulation Evaluation

Ethnography Depth Interviews Survey Formative Usability Evaluative Usability

Design solution does not exist Key concepts not well-defined

Design solution does exist Key variables can be measured

Initiation

Design Concept

Launch

3) Ethnography Project Structure

Applied Ethnography has well-defined objectives

Ethnography Project Structure

Steps in an Ethnography project:

1. Determine the research question or focus

2. Determine the research location and context 3. Determine the data capture methods 4. Design the data capture 5. Recruit participants 6. Obtain access to field

Steps in an Ethnography project (cont’d):

7. Set up the tools and materials

8. Conduct the research 9. Reduce the data to essential values 10. Code the data according to themes and sub-themes 11. Report findings and recommendations 12. Determine follow-up research

4) Data Collection Methods

Ethnography produces a feast of rich data

Data Collection Methods

(Participant) Observation

➔  The “original” ethnographic research method

➔  With or without video ➔  Coupled with informant debriefs

Participant observation tips

➔  Focus on behaviors that reveal key design concepts

➔  Capture cases at opposite ends of scale ➔  Look for the unseen behavioral scaffolding ➔  Be the foreigner ➔  Follow the golden rule

Supplemental research methods include:

➔  Artifact analysis

➔  Context mapping ➔  Participant diaries, collages, or photojournals ➔  Shop along ➔  Digital Ethnography (…Webnography?)

Context Mapping Template:

5) Data Analysis and Reporting

Ethnography results in actionable findings

Data Analysis and Reporting

Steps in Ethnography data analysis and reporting:

➔  Review complete data set

Data Analysis and Reporting

➔  Text analysis and coding (Atlas.ti, nVivo) ➔  Themes and variables ➔  Mental, behavioral, experience model ➔  Findings and recommendations ➔  Design strategy, concept

Audience Participation:

Plan an Ethnography study for hotel resort guest system

Questions?

Ethnographic Research for Design Innovation

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