mean to be human?”) ▪ Complete and realistic view of natural behaviours, preferences and day to day activities ▪ Studying users in their own natural environment ▪ A qualitative method 8 Science Art Ethnography
the design problem ▪ Immersion is key – connections and empathy flow from it ▪ To learn more about: - Audience(s) and people - Culture and beliefs (“there is a god called Ganesh” / “we believe the customer comes first”) - Language and terminology used (“Cinema” or “Pictures”) - Processes and information flows - Goals - Context(s) of use - In other words, as much as you can possibly learn!
you are in situ, different and unexpected issues will be found to those in user testing. ▪ Less assumptions during design/development ▪ Quicker to find the right solutions ▪ Increased Customer Experience – a relationship is built during research 11 DISADVANTAGES ▪ Time Consuming - Planning - Travel time - Time in the field - Lengthy analysis - Extensive reporting ▪ Expensive - All of the above costs money
nostalgia and judgements (“Exciting vibrant street”) 12 “ZERO’S” What isn’t said? What is missing? Where are the “negative” spaces? USE DIFFERENT LENSES Uses by different people, times of day, lighting, seasons, smells, abilities, sounds... OXYMORONICALLY ASK QUESTIONS How can something so ordinary be so interesting?
responsibilities, interactions TASKS Primary, secondary and tertiary, task intent, steps, possible errors CULTURE Beliefs, values, frustrations, pressures, differences, rituals or patterns, language 14 ARTEFACTS What is found in the space (calculators, diaries, calendars…), limitations, work arounds and efficiencies SENSORY DATA Tangible and intangible, music and sounds, smells, decor, artwork, PHYSICAL Floor plan, list and locate elements in a space (printers, desks,
learn about the street, but to improve our observational skills and learn how ﬁeldwork is located in time and place. 19 Learn how to ask oxymoronically about the street. Learn how to see the familiar as if it were unfamiliar. To inspire us to strip away our preconceived perceptions about the place.
go? # Did you answer the research question? # What zeros did you find? # Which bits were so ordinary they were interesting? # What surprised you? # What cultural aspects did you observe? # What was the most interesting sensory data? # Any unusual artefacts? # Did you observe any rituals?
especially if you look close enough • Alter your course • Observe for both long and short durations • Notice the stories that happen around you • Notice the patterns and make connections • Document everything - not just in words 23