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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.

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Design Ethnography

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  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)

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