Presented at Web Directions 08. The presentation discusses how to use design tools to embed ethnographic research in to the business.

1. Converting Research Findings in to Business Speak

3. Stephen!

4. Design Research Ethnographic Behavioural Evaluative Interactional Structural

5. Interactional

6. Structural

7. Behavioural

8. Evaluative

9. Ethnographic

10. Brought in at the end, to being involved in the planning phase… Ethnographic Behavioural Evaluative Interactional Structural

11. Problems & solution, to patterns & opportunities… Ethnographic Behavioural Evaluative Interactional Structural

13. Example - Vogue Pattern: People have different buying cycles for “events” versus normal clothing. Events fall into a broad range of categories, such as school reunions, new years eve, engagement parties, weddings etc.  Opportunity: Make suggestions on event based fashion.

14. One page, one site, to a long term strategy… Ethnographic Behavioural Evaluative Interactional Structural

15. One discipline, one design team, the business… Ethnographic Behavioural Evaluative Interactional Structural

16. User Informed Design

18. Shared Understanding & a shared vocabulary

20. What would Anne, Chris or Adam want?

22. Design is Negotiation

23. Feature Analysis Matrix Business Listings Competitor/Peer Review

24. Feature Analysis Matrix

25. Design is Innovation

28. Research Cards