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ROLE OF ETHNOGRAPHY IN DESIGN

ROLE OF ETHNOGRAPHY IN DESIGN. Spring 2009 User Interface Design and Development School of information, UC Berkeley Deepti Chittamuru. ETHNOGRAPHY: DEFINITION. Description of a culture or phenomenon, usually based on the method of participant observation. Oregon State University

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ROLE OF ETHNOGRAPHY IN DESIGN

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  1. ROLE OF ETHNOGRAPHY IN DESIGN Spring 2009 User Interface Design and Development School of information, UC Berkeley DeeptiChittamuru

  2. ETHNOGRAPHY: DEFINITION • Description of a culture or phenomenon, usually based on the method of participant observation. • Oregon State University • The study and systematic recording of human cultures ; also: a descriptive work produced from such research • Merriam-Webster’s Dictionary Deepti Chittamuru

  3. ETHNOGRAPHY Vs CI Deepti Chittamuru

  4. ROLE IN THE DESIGN PROCESS • There is no data or only minimal data about the • To study the adaptation of a developed and deployed solution by the users • When you do not know the right questions to ask Deepti Chittamuru

  5. GETTING IN • Unknown Researcher • Public Places • Closed/Private Places • Known Researcher • Participant Researcher Role • Unassociated Researcher Role • Power of Courtesy • Ethics and Confidentiality Deepti Chittamuru

  6. GETTING IN: CHALLENGES • Finding Connections • Self Presentation • Presenting Your Research • Obtaining Introductions • Gaining Trust • Informed Consent Deepti Chittamuru

  7. GETTING ALONG WITH SELF • Deception- Consequent Fear • Sympathy- Desire to help • Marginality- Desire to belong Deepti Chittamuru

  8. GETTING ALONG WITH OTHERS • To suspect or to trust? • To be Non-Threatening • Need not be all knowing Deepti Chittamuru

  9. GETTING ALONG: CHALLENGES • Factions • Trade-Offs • Closed Doors • Insider Understandings Deepti Chittamuru

  10. LOGGING DATA • Audio recording • Non-intrusive & rich source of data • Lost in transcription • Won’t catch spatial relationships • Video Recording • Captures Spatial relationships also • Makes people self-concious • Might change subject’s behaviour Deepti Chittamuru

  11. LOGGING DATA • Jottings • Inconspicuous jotting • Fuller jottings e.g. quotes • Mental Notes • Full Field Notes • Social Network Graphs • Annotated Maps of Physical Locations Deepti Chittamuru

  12. LOGGING DATA: CHALLENGES • Opportunity to write • Bias • Error • Disinclination to write • Not knowing where to start • Trying to get it right the first time Deepti Chittamuru

  13. GETTING OUT • Apprise them before the disengagement process • Give them a chance to mentally prepare themselves • Inform them if you shall keep in touch… or not • Be honest but kind • Show gratitude for their giving of themselves and their lives Deepti Chittamuru

  14. GETTING OUT: CHALLENGES • Attachments developed during the study • Bidding farewell • Keeping the door open • Sustaining existing relationships • Guilt of using the subject’s trust Deepti Chittamuru

  15. ANALYZING DATA • Emergent Iterative Coding • Types of Topics • Sequencing Data • Topic Cycles • Topic’s Causes • Topic’s Consequences • Topic’s Frequencies • Topic’s Magnitudes Deepti Chittamuru

  16. MILLEE: BACKGROUND • Teach English Through Games on Mobile Phones • Intended Users are Children in Rural India • Designs are created with cultural references familiar to the children • Ran a series of studies to show the effectiveness of the games Deepti Chittamuru

  17. MILLEE: CURRENT STUDY • Ethnographic Study • The influence of social and cultural forces on learning environment and experience • 18 children- 9 boys and 9 girls • 4 month study • Given phones to keep as their own for the duration Deepti Chittamuru

  18. SOME INITIAL FINDINGS • Role of Parents in Learning • Emergence of Power Users • Choice of Playmates • Sharing Across Genders • Changes in the Social Network • Need for Regular Meetings in a Protected Space Deepti Chittamuru

  19. Credits and Acknowledgements [1] Analyzing Social Settings: A Guide to Qualitative Observation and Analysis, Lofland and Lofland [2] Thanks to Prof. Jenna Burrell (For teaching me formal qualitative research methods) [3] Thanks to Prof. Tapan Parikh (For guiding me in the creation of this lecture) Deepti Chittamuru

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