A Mixed-Methods Approach to Ethnography (Caroline Little)

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As UX professionals we may not often get the opportunity to observe and interview users in naturalistic settings. Ethnographic techniques, such as observation and contextual inquiry, are not as popular as more traditional, lab-based methods like user experience testing or user interviews. Researchers can often be daunted by the complex methodology and staffing needs necessary to coordinate studies with an ethnographic component, and clients often perceive this type of research as too expensive and time-consuming. However, understanding usersÕ latent needs can be the key to developing a successful product, especially when starting from the conceptual stage. This presentation will discuss when applied ethnography is best used and how a mixed-method approach to a study can create more meaningful insights with less cost and effort than a traditional ethnography study.

Diseño

Caroline Little | UXPA International | Thursday, 24 July 2014
A Mixed-Method Approach to
Ethnography
(or… how I ended up doing research in the rain)
PRESENTED BY
Caroline Little
User Experience Lead, SPARK Experience
!
 
!

Caroline Little | UXPA International | Thursday, 24 July 2014 2

Caroline Little | UXPA International | Thursday, 24 July 2014 3

Caroline Little | UXPA International | Thursday, 24 July 2014 4

Caroline Little | UXPA International | Thursday, 24 July 2014 5
Meet
SARAH.
!
!
!

Caroline Little | UXPA International | Thursday, 24 July 2014 6
Meet
ALEX.
!
!
!

Caroline Little | UXPA International | Thursday, 24 July 2014 7

Caroline Little | UXPA International | Thursday, 24 July 2014 8
Business viability
Possible with Technology
Market viability
Technology
possibility
INNOVATION.
User need

Caroline Little | UXPA International | Thursday, 24 July 2014 9
The approach:
Mixed Methods.
!
!
!

Caroline Little | UXPA International | Thursday, 24 July 2014 10
Mixed Methods:
In-person.
!
!
!

Title of Presentation | Date of Presentation
1 1
Observation.

Title of Presentation | Date of Presentation
1 2
!
Activities.
Environments.
Interactions.
Objects.
Users.
!
!

Title of Presentation | Date of Presentation
1 3
Contextual Inquiry/Interviewing.

Caroline Little | UXPA International | Thursday, 24 July 2014 14
Mixed Methods:
Remote.
!
!
!

Caroline Little | UXPA International | Thursday, 24 July 2014 15
Diary study.

Caroline Little | UXPA International | Thursday, 24 July 2014 16
Diary study.
Observation.
Contextual Inquiry.
!
Collected by a researcher

In-depth snapshot in time

Researcher time and resource-
intensive
!
Reported by a participant

Longitudinal

Demanding of the participant

Caroline Little | UXPA International | Thursday, 24 July 2014 17
Mixed Methods:
In-person OR Remote.
!
!
!

Caroline Little | UXPA International | Thursday, 24 July 2014 18
Participatory Design Sessions.

Caroline Little | UXPA International | Thursday, 24 July 2014 19
Mixed Methods: Beneﬁts.
!
!
!
!
Structured

Complementary methodology

Additional data without added signiﬁcant cost

More touch points between researcher and participant

Caroline Little | UXPA International | Thursday, 24 July 2014 20
Lessons Learned:
Tips & Tricks.
!
!
!

Caroline Little | UXPA International | Thursday, 24 July 2014 21
Project Team.
!
!
!
!
Set deﬁned roles &
responsibilities

Ensure frequent
communication

Caroline Little | UXPA International | Thursday, 24 July 2014 22
Participants.
!
!
!
!
Consider over-recruiting

Look for some outliers

Dyads may be useful

Caroline Little | UXPA International | Thursday, 24 July 2014 23
In-person research.
!
!
!
!
Come with a plan, but
be ﬂexible

Take lots of photos

Caroline Little | UXPA International | Thursday, 24 July 2014 24
Diary study.
!
!
!
!
Choose the right tool
for your user base

Start participants in
waves

Be proactive

Caroline Little | UXPA International | Thursday, 24 July 2014 25
Analysis.
!
!
!
!
Embrace ambiguity

Create participant
proﬁles

Drive analysis toward
deliverables

Title of Presentation | Date of Presentation
2 6
CONTACT
Caroline Little
User Experience Lead
caroline@sparkexperience.com
www.sparkexperience.com

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