The document discusses applying anthropological and ethnographic research methods to user experience (UX) design. It outlines different research methods like ethnography of UX, usability tests, discourse analysis, and diary studies. It then provides examples of analyzing user data from Google Analytics and preferences for different cultures - Americans prefer email contact and blog posts in slang, Asians prefer live chat and relationship building, Europeans show high uncertainty avoidance and engage through product testing and interviews. The document concludes by stating an anthropologist is searching for UX and outlines a process involving UX evaluation, UX design, cultural research, and user research.

1. Anthropologist
in search of UX

2. 5. 1.
UCD - case Experience
studies circle
Anthropologist
in search
4. 2.
Of UX
Ethnography Good design
of UX - case studies
3.
Low vs. High
Context
Cultures

3. Theory
Low vs. High
Experience Good design
Context
circle - case studies
Cultures

4. Experience circle
Design Culture
UX Experience
Lifestyle Life
Solution Problem

7. Good design is:
Simple
Transparent
Coherent

10. ...or not :)

13. Good design is:
Western/
Low Context
Culture
Simple
Transparent
Coherent

14. Low vs High Context
Cultures
G. Hofstede
E. Hall
Power Distance
Low Context Individual/Collective
High Context Masculine/Feminine
Uncertainty Avoidance
Monochrone Long/Short-Term Oriented
Polichrone

15. Low vs High Context
Cultures
E. Hall
G. Hofstede
Low Context
High Context
Power Distance
Monochrone
Polichrone

24. Low vs High Context
Cultures
E. Hall
G. Hofstede
Low Context
High Context Power Distance
Individual/Collective
Monochrone
Polichrone

34. Low vs High Context
Cultures
E. Hall
G. Hofstede
Low Context
Power Distance
High Context
Individual/Collective
Masculine/Feminine
Monochrone
Polichrone

39. Low vs High Context
Cultures
E. Hall G. Hofstede
Low Context Power Distance
High Context Individual/Collective
Masculine/Feminine
Monochrone Uncertainty Avoidance
Polichrone

46. Low vs High Context
Cultures
G. Hofstede
E. Hall
Power Distance
Low Context Individual/Collective
High Context Masculine/Feminine
Uncertainty Avoidance
Monochrone Long/Short-Term Oriented
Polichrone

49. Practice
Ethnography UCD - case
of UX studies

50. Ethnography of UX
Usability
Interview
tests
Discourse
Trends
analysis
analysis/
(forums,
Netscouting/
social
Nethnography
Research media)
panels + Diary
co-creation studies

51. Americans
• Google Analytics - majority of our
users, many belonging to the
"referrals" category
• Average level of UA (asking for the
"About us" page)
• Preferred form of contact - email
• Popularity of the blog written in their
slang

53. Asians
• Google Analytics - most of the
visitors coming from India
• Preferred form of contact - live chat
(Short-term oriented)
• Tendency towards deepening the
relationships

55. Europeans
• Google Analytics - most of the
visitors coming from Germany,
Netherlands and UK
• High level of UA - questions about the
product technical details
• Users engagement - product testing,
co-creation, interviews

57. What's next...?
Anthropologist in
search of UX

58. Anthropologist in
search of UX
UX evaluation
R3
R1
UX design Cultural research
R2
Users research

59. Thank you!