1 / 17

Design Ethnography

INFO 272. Qualitative Research Methods. Design Ethnography. Outline. Ethnography applied to design User-Centered Methods for Design Innovation and Evaluation Stories/Examples The Legend of the ‘Green Button’ The Vineyard Project An Ecological View of Implications.

honora
Download Presentation

Design Ethnography

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. INFO 272. Qualitative Research Methods Design Ethnography

  2. Outline • Ethnography applied to design • User-Centered Methods for Design Innovation and Evaluation • Stories/Examples • The Legend of the ‘Green Button’ • The Vineyard Project • An Ecological View of Implications

  3. What an Ethnographic Approach Offers to Product/Technology Design • Getting a handle on ever more diverse user populations (emic approach) • Design Innovation (discovery process through inductive analysis) • Grounding feature prioritization exercises (situated in the real-world context of use…beyond the focus group) Blomberg et al 2003

  4. Ethnography – characterized by… • subject: the holistic study of people, culture, societies, social relations, social processes, behaviour in situ • method: some component of participant-observation • analysis and writing style: inductive analysis, use of ‘thick description’ and narrative, emic accounts

  5. Contextual Inquiry (e.g.) [Contextual Design, Beyer and Holtzblatt]

  6. Examples

  7. Lucy Suchman and the Legend of the ‘Green Button’

  8. The Vineyard Project

  9. Research Questions • What data should we gather and how often? • What level of computational interpretation should we apply to the data? • How should we present the data to users?

  10. The Vineyard Project • Participant-observation and interviews • Implementation work (collecting data with sensor network motes in the vineyard)

  11. Findings Priorities and work practice: • Vineyard managers prefer to be in the vineyard not doing desk work or data analysis work • Suggested some sensor network configurations driven by work practice, not technical optimizations • Distribute automatic and human-initiated decisions about data appropriately

  12. Presentation Modes

  13. Ethnography Applied Beyond Observations = New Features END RESULT Innovative New Product The World Out There Users and Potential Users THE SITE The Ethnographer DevelopmentTeam

  14. Ethnography Applied • Product Innovation and Requirements Gathering …But also… • Business Processes, Strategic Planning • Internal Organization of the Development Team (Work culture) • Marketing Strategies

  15. An Ecological View of Implications Business strategy Users New form factors Policy Marketing

  16. Summary • Decisions about ‘products’ happen at many levels • Potential contribution of ethnographic approaches • Improving how teams work to design things (studying designers/managers, not just the users) • What ‘market’ to build something for • What thing to build (high-level) • What specific features to include or capabilities to facilitate – i.e. requirements gathering (low-level)

More Related