Presentation by Paul Bryan of Usography to CHI*Atlanta on March 25, 2010

1. Ethnographic Research for Design Innovation
CHI Atlanta, 25 March 2010
Paul Bryan | Usography Corporation

2. Ethnographic Research for Design Innovation
Introduction
Topics:
What Is Ethnography
When To Use Ethnography
Ethnography Project Structure
Data Collection Methods
Data Analysis and Reporting
Audience Participation: Ethnography for Resort Guest System
2 Usography (www.usography.com)

3. Ethnographic Research for Design Innovation
Introduction
About Usography
Who: User research and design strategy agency
What: E-commerce, employee portals, web apps, information devices
Where: Wherever customers and employees go
For Whom:
3 Usography (www.usography.com)

4. Ethnographic Research for Design Innovation
1) What Is Ethnography?
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5. Ethnographic Research for Design Innovation
What is Ethnography?
Ethnography is observing behavior in natural settings
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6. Ethnographic Research for Design Innovation
What is Ethnography?
Observation is Powerful!
"I was walking one day. I see a guy with … his pants on the
ground. That's what gave me an inspiration.” General Larry Platt
6 Usography (www.usography.com)

7. Ethnographic Research for Design Innovation
What is Ethnography?
Observation is Powerful!
1) Observation:
Pants on the ground
2) Dig deeper:
Gold in your mouth, hat
turned sideways
3) Add perspective:
Call yourself a cool cat
Looking like a fool
4) Packaging and
presentation:
Song, American Idol
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8. Ethnographic Research for Design Innovation
What is Ethnography?
Anthropological method for describing cultures
➔ Ethnography literally means “writing about people
groups”
➔ Formulated in the 1800’s as a method for studying
“native” cultures
Bronislaw Malinowski with Trobriand Islanders in 1918
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9. Ethnographic Research for Design Innovation
What is Ethnography?
Anthropological method for describing cultures
➔ Applied to Market Research in the 1980’s
➔ Research conducted in a natural context: i.e. in the
home, in a store, in an airport, in a work place
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10. Ethnographic Research for Design Innovation
What is Ethnography?
Characteristics of ethnographic research:
1. Takes place “in the field”
2. Observation is primary data collection technique
3. Interviews are used to clarify observations
4. Attention is paid to context and artifacts
5. Field notes coded and analyzed for themes and
variables
10 Usography (www.usography.com)

11. Ethnographic Research for Design Innovation
What is Ethnography?
Usography Ethnographic Research project examples:
National mobile carrier
➔ Location: Mobility retail outlets
➔ Target: How people shop for cell phones and carriers
Women’s clothing retailer
➔ Location: Department stores
➔ Target: How women shop for clothing
Financial services provider
➔ Location: In homes
➔ Target: How people manage their finances
International airline
➔ Location: In airports
➔ Target: Information usage of a mobile workforce
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12. Ethnographic Research for Design Innovation
2) When To Use Ethnography
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13. Ethnographic Research for Design Innovation
When To Use Ethnography
Ethnography produces fresh insights for design strategy
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14. Ethnographic Research for Design Innovation
When To Use Ethnography
Deciding when Ethnography is the right method
➔ Identify fundamental experience factors
➔ Innovate the mundane
➔ Operationalize key concepts
➔ Discover the unspeakable
➔ Plan cultural variations
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15. Ethnographic Research for Design Innovation
When To Use Ethnography
Aligning research methodology to design phase
Design Concept
Design solution does not exist Design solution does exist
Key concepts not well-defined Key variables can be measured
Initiation Launch
Discovery Formulation Evaluation
Ethnography Survey Depth Interviews Formative Usability Evaluative Usability
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16. Ethnographic Research for Design Innovation
3) Ethnography Project Structure
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17. Ethnographic Research for Design Innovation
Ethnography Project Structure
Applied Ethnography has well-defined objectives
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18. Ethnographic Research for Design Innovation
Ethnography Project Structure
Steps in an Ethnography project:
1. Determine the research question or focus
2. Determine the research location and context
3. Determine the data capture methods
4. Design the data capture
5. Recruit participants
6. Obtain access to field
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19. Ethnographic Research for Design Innovation
Ethnography Project Structure
Steps in an Ethnography project (cont’d):
7. Set up the tools and materials
8. Conduct the research
9. Reduce the data to essential values
10. Code the data according to themes and sub-themes
11. Report findings and recommendations
12. Determine follow-up research
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20. Ethnographic Research for Design Innovation
4) Data Collection Methods
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21. Ethnographic Research for Design Innovation
Data Collection Methods
Ethnography produces a feast of rich data
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22. Ethnographic Research for Design Innovation
Data Collection Methods
(Participant) Observation
➔ The “original” ethnographic research method
➔ With or without video
➔ Coupled with informant debriefs
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23. Ethnographic Research for Design Innovation
Data Collection Methods
Participant observation tips
➔ Focus on behaviors that reveal key design concepts
➔ Capture cases at opposite ends of scale
➔ Look for the unseen behavioral scaffolding
➔ Be the foreigner
➔ Follow the golden rule
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24. Ethnographic Research for Design Innovation
Data Collection Methods
Supplemental research methods include:
➔ Artifact analysis
➔ Context mapping
➔ Participant diaries, collages, or photojournals
➔ Shop along
➔ Digital Ethnography (…Webnography?)
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25. Ethnographic Research for Design Innovation
Data Collection Methods
Context Mapping Template:
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26. Ethnographic Research for Design Innovation
5) Data Analysis and Reporting
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27. Ethnographic Research for Design Innovation
Data Analysis and Reporting
Ethnography results in actionable findings
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28. Ethnographic Research for Design Innovation
Data Analysis and Reporting
Steps in Ethnography data analysis and reporting:
➔ Review complete data set
➔ Text analysis and coding (Atlas.ti, nVivo)
➔ Themes and variables
➔ Mental, behavioral, experience model
➔ Findings and recommendations
➔ Design strategy, concept
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29. Ethnographic Research for Design Innovation
Audience Participation:
Plan an Ethnography study for hotel resort guest system
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30. Ethnographic Research for Design Innovation
Questions?
30 Usography (www.usography.com)