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Ethnography and diary studies:Turning messy data into practical value

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  • Turning Messy Data into Practical Value

    Ethnography & video studies

  • Introductions Goals for our collaboration Situating the research methods Analyzing data from our study Going deeper and exploring tensions

    Overview & schedule

  • Introductions

  • IntroductionsWell get to know each other much better over the course of the evening.

    For now, introduce yourself and share. Take 1-2 minutes to jot down some notes.

    Your name Your current title/position Brief overview of your interest/experience with these methods Your favorite (choose one)

    Travel destination Research war story Binge-worthy TV show

  • Goals for our collaboration

  • What is a collaboration?

    Where facilitators lead a brainstorming session with

    experienced practitioners and do a deep dive into a topic and attendees present examples and

    participate actively

    Emma, Chris & Brian!

    You!

    Ethnography & diary studies

    All of us!

  • What do you hope to gain from this session?Step 1: On sticky notes, write down what you hope to gain from the session: a question, a frustration, a curiosity (the more the better)

    Step 2: As a group, well map the themes

    Step 3: Well prioritize which topics to cover

  • Situating

  • Key characteristics

    Reflecting on tensions

    Situating the research methods

  • What are the key characteristics of this type of research?Again, lets brainstorm

    Step 1. Write on stickies

    Step 2. Map themes

  • What are the challenges or tensions involved with doing this kind of research? Lets break into teams:

    Make a list of the challenges you have had with these methods.

  • Qualitative vs. Quantitative

    What vs. Why

    Noticing vs. explaining

    Quick turnaround vs. deep insights

    Theoretical vs. practical

    Big data vs. deep data

    Reflecting on tensions

  • Why ethnography/video diaries? Why now? These methods

    Privilege context Explores perspectives from a participants perspective Provide rich insightful data for future decision making

    Opportunities

    UX research is moving from fixing problems to informing strategy

  • Break!

  • Internal vs External ValidityControlled environments vs uncontrolled

    Internal validity - Lab, controlled environment, replication

    External Validity - Proximal Similarity Model

    Ecological Validity - observation within natural context

    Intensity of daily life experiences

    People

    Places

    Time

    Environment

  • Reflecting on our diary study

  • Debrief from dScout activityThe participant experience

    The data

  • What was your experience being a participant?Brainstorm

  • Study scenarioWe are a company that puts on professional conferences. We want to understand the experience of people traveling to a conference and the information they may need on the way.

    This is an exploratory study to find out more about peoples travel experiences and what information they are seeking along the way.

  • Together, lets make sense of our study dataYour stakeholders want a quick preview of some emerging findings

    In your teams, lets take look at the raw data

    Highlight 2-3 interesting insights from the study

    Well ask each team to report out on 1 interesting insight

  • Communicating the results

    How/What will you communicate back to the design team?

    If you were going to conduct the study again next time, how would you do it?

  • Break!

  • Running your own diary study

  • Running your own diary study5 steps

    5 types of diary studies

  • 5 stepsPlan

    Build

    Screen

    Manage

    Analyze

  • 5 types

    Moments

    Process

    Inventory

    Reflection

    Ideation

  • Break!

  • Going deeper & exploring tensions

  • Were going to go deeper into the issues we brainstormed at the start of the collaboration.

    Issue 1: Data analysis

    Issue 2: Reporting

    Issue 3: Tools

    Going deeper

  • Data analysis

  • Reporting results

  • Tools

  • Wrapping up

  • Qualitative vs. Quantitative

    What vs. Why

    Noticing vs. explaining

    Quick turnaround vs. deep insights

    Theoretical vs. practical

    Big data vs. deep data

    Reflecting on tensions

  • ReflectingWrite down three things from this collaboration that you are taking away from this session (and be ready to share)

    What other areas do you feel like you need to learn more about

  • ResourcesSee the website: https://uxethnography.wordpress.com

    Stay in touch!

    Emma Rose [email protected]

    Christopher LaRoche [email protected] Traynor [email protected]

    https://uxethnography.wordpress.commailto:[email protected]:[email protected]

  • Additional slides

  • Reporting results

  • Storytelling

    Ladner, Practical Ethnography p. 163

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