Design & Ethnography

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nicolas nova

Slides from a speech at UX Paris

Design

2
I ETHNOGRAPHY: PEOPLE, CULTURE, ARTIFACTS 24

3
I ETHNOGRAPHY: ROLE OF CONTEXT 24

“If you want to understand what motivates a
guy to pick up skateboarding, you could
bring him into a sterile laboratory and
interrogate him... or you could spend a week
in a skatepark observing him interacting
with his friends, practicing new skills and
having fun. Ethnography is observing
people’s behavior in their own environments
so you can get a holistic understanding of
their world”
LiAnne Yu, cultural anthropologist

4
II CASE 1: ACCELEROMETER-BASED ENTERTAINMENT 24

Project conducted with CEA/Movea/XP Team/WSG

7
II ENTERTAINMENT SPACES / CREATIVITY 24

10
II MOTIVATIONAL FACTORS: EXCITATION 24

11
II MOTIVATIONAL FACTORS: PERFORMANCE 24

12
II OPPORTUNITY MAPPING 24

Excitation

Sensations Performances

Precision

13
II OPPORTUNITY MAPPING 24

Excitation

Hand-to-hand ﬁghts

Sensations Performances

Pocket light

Bowling

Sniper
Precision

14
II PROTOTYPING 24

Prototyping by Etienne Guerry (XP Team)

15
II PROTOTYPING 24

Prototyping by Etienne Guerry (XP Team)

16
II PROTOTYPING AND TESTING 24

Prototypage Etienne Guerry (XP Team)

17
II PROTOTYPING AND TESTING 24

Developed by Widescreen Game

18
II PROTOTYPING AND TESTING 24

Developed by Widescreen Game

22
IV CONCLUSION 24

‣ Propose product concepts, services,
communication that fit a need, a desire, a problem.
‣ Question opinion with field data: show people’s
life, reality check, understand the complex dynamic
of everyday life with its subtleties and specificities.
‣ Understand barriers to adoption of a product, a
feature, etc.
‣ Evaluate and prioritized concepts, ideas,
solutions.
‣ Criticize normative visions of the future (intelligent
fridge, augmented reality).
‣ Learn from a new culture or a new market.

23
IV GOOD DESIGN = UNDERSTANDING OF USERS + DESIGNER 24

THANK YOU MERCI GRACIAS DANKE GRAZIE

NICOLAS NOVA

nicolas@nearfuturelaboratory.com
www.nearfuturelaboratory.com

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1. UX PARIS DESIGN & ETHNOGRAPHY NICOLAS NOVA, 14.11.2012, PARIS WWW.NEARFUTURELABORATORY.COM

2. 2 I ETHNOGRAPHY: PEOPLE, CULTURE, ARTIFACTS 24

3. 3 I ETHNOGRAPHY: ROLE OF CONTEXT 24 “If you want to understand what motivates a guy to pick up skateboarding, you could bring him into a sterile laboratory and interrogate him... or you could spend a week in a skatepark observing him interacting with his friends, practicing new skills and having fun. Ethnography is observing people’s behavior in their own environments so you can get a holistic understanding of their world” LiAnne Yu, cultural anthropologist

4. 4 II CASE 1: ACCELEROMETER-BASED ENTERTAINMENT 24 Project conducted with CEA/Movea/XP Team/WSG

5. 5 II ENTERTAINMENT SPACES 24

6. 6 II ENTERTAINMENT SPACES 24

7. 7 II ENTERTAINMENT SPACES / CREATIVITY 24

8. 8 II MOTIVATIONAL FACTORS: PRECISION 24

9. 9 II MOTIVATIONAL FACTORS: SENSATION 24

10. 10 II MOTIVATIONAL FACTORS: EXCITATION 24

11. 11 II MOTIVATIONAL FACTORS: PERFORMANCE 24

12. 12 II OPPORTUNITY MAPPING 24 Excitation Sensations Performances Precision

13. 13 II OPPORTUNITY MAPPING 24 Excitation Hand-to-hand ﬁghts Sensations Performances Pocket light Bowling Sniper Precision

14. 14 II PROTOTYPING 24 Prototyping by Etienne Guerry (XP Team)

15. 15 II PROTOTYPING 24 Prototyping by Etienne Guerry (XP Team)

16. 16 II PROTOTYPING AND TESTING 24 Prototypage Etienne Guerry (XP Team)

17. 17 II PROTOTYPING AND TESTING 24 Developed by Widescreen Game

18. 18 II PROTOTYPING AND TESTING 24 Developed by Widescreen Game

19. 19 III CASE 2: CURIOUS RITUALS 24

20. 20 III CASE 2: CURIOUS RITUALS 24

21. 21 III CASE 2: CURIOUS RITUALS 24

22. 22 IV CONCLUSION 24 ‣ Propose product concepts, services, communication that fit a need, a desire, a problem. ‣ Question opinion with field data: show people’s life, reality check, understand the complex dynamic of everyday life with its subtleties and specificities. ‣ Understand barriers to adoption of a product, a feature, etc. ‣ Evaluate and prioritized concepts, ideas, solutions. ‣ Criticize normative visions of the future (intelligent fridge, augmented reality). ‣ Learn from a new culture or a new market.

23. 23 IV GOOD DESIGN = UNDERSTANDING OF USERS + DESIGNER 24

24. THANK YOU MERCI GRACIAS DANKE GRAZIE NICOLAS NOVA nicolas@nearfuturelaboratory.com www.nearfuturelaboratory.com

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