info 272 qualitative research methods
Skip this Video
Download Presentation
Design Ethnography

Loading in 2 Seconds...

play fullscreen
1 / 17

Design Ethnography - PowerPoint PPT Presentation

  • Uploaded on

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.

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about ' Design Ethnography' - honora

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.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
  • 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
what an ethnographic approach offers to product technology design
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

ethnography characterized by
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
contextual inquiry e g
Contextual Inquiry (e.g.)

[Contextual Design, Beyer and Holtzblatt]

research questions
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?
the vineyard project1
The Vineyard Project
  • Participant-observation and interviews
  • Implementation work (collecting data with sensor network motes in the vineyard)

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
ethnography applied
Ethnography Applied

Beyond Observations = New Features


Innovative New Product

The World Out There

Users and Potential Users


The Ethnographer


ethnography applied1
Ethnography Applied
  • Product Innovation and Requirements Gathering

…But also…

  • Business Processes, Strategic Planning
  • Internal Organization of the Development Team (Work culture)
  • Marketing Strategies

An Ecological View

of Implications

Business strategy


New form factors



  • 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)