Design Ethnography

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Cómo la etnografía puede generar un diseño orientado en el usuario

Transcript of Design Ethnography


2. RULES RULES1. I talk really fast, get used to it 2. Stop thinking and listen 3. Live tweet if it helps you remember 4. Write your questions down, ask them later 3. DETRITUS DETRITUS Wifi: User: Alley NYC Guest, PW: beawesome Hashtag: #LeanUX Drinking Game word: CONTEXT Next meetup: Jabe Bloom presents "Lean Team Experience Design" 4. A startup is a human institution designed to deliver a new product or service under conditions of extreme uncertainty. ERIC REIS 5. WHY WHY RESEARCH? RESEARCH? 12PeopleThe most striking truth of this curve is that zero users give zero insights a loto Insights 6. The tendency to believe that everyone uses technology exactly like you do.MALKOVICH MALKOVICH BIAS BIAS 7. Designing based on your own pain with no customer research is like buying a lottery ticket. 8. Lean Startup (and LeanUX) is a risk mitigation strategy. 9. A DIRTY A DIRTY SECRET SECRET 10. DONT USE DONT USE PROXIES PROXIES 11. ETHNOGRAPHY ETHNOGRAPHY ETHNOGRAPHY WTF? WTF? 12. WHY WHY WHY ETHNOGRAPHY ETHNOGRAPHY ETHNOGRAPHY 13. COMPLEXITY COMPLEXITY EVERYWHERE isEthnography offers a way to make sense of this complexity. It lets us see beyond our preconceptions and immerse ourselves in the world of others. Most importantly, it allows us to see patterns of behavior in a real world context patterns that we can understand both rationally and intuitively. 14. If you want to understand what motivates a girl to pick up a skateboard, you could bring her into a sterile laboratory and interrogate her or you could spend a week in a skatepark observing her interacting with her friends, practicing new skills and having fun. 15. ETHNOGRAPHY ETHNOGRAPHY +DESIGN DESIGN 16. LEAN LEAN ETHNOGRAPHY? ETHNOGRAPHY? 17. We dont see things as they are, we see them as we are. ANAIS NIN 18. NINE PROBLEMS WITH LEAN STARTUP CUSTOMER RESEARCH 19. Most teams practicing Lean Startup don't start with a customer hypothesis; they work backwards from a solution hypothesis Because teams start with a solution hypothesis, it's almost impossible for them to generate multiple hypotheses for testing If GOOB is not conducted in the appropriate context, it almost never yields useful behavioral data GOOB relies far too heavily on self-reporting, which is almost useless. GOOB, when done poorly, is particularly prone to confirmation bias Most teams have a very hard time formulating assumptions as hypotheses Designing reliable experiments is a skill that takes time to learn People new to customer research are really bad at listening for weak signals When a customer interview is guided, it almost never provides opportunity for serendipitous insights to emerge 20. DESIGN RESEARCH DESIGN RESEARCH as aSYSTEMATIC APPROACH SYSTEMATIC APPROACH 21. DESIGN DESIGN ETHNOGRAPHY ETHNOGRAPHY ALLOWS ALLOWS US TO US TO 22. 1. Discover the semantics of living 23. 2. Decode signifiers of cultural practice 24. 3. Understand the language people use 25. CONTEXT CONTEXT KING KING is 26. SELF-REPORTING MOSTLY SHIT is 27. PEOPLE'S PEOPLE'S PEOPLE'S HACKS HACKS HACKS ARE A ARE A ARE A GREAT GREAT INSIGHT INSIGHT 28. EIGHT EIGHT STEPS IN STEPS IN ETHNOGRAPHIC ETHNOGRAPHIC RESEARCH RESEARCH 29. 1. Define your customer hypothesis 30. 2. Identify the people and validate they exist 31. 3. Plan your approach 32. 4. Conduct Paired Research#SHOEUPBITCHES 33. 5. Become a "habit-farmer" 34. 6. Search for Patterns & Themes 35. 7. Co-Generate & Share Insights 36. 8. Perform your narrative 37. KEYS KEYS TO GOOD TO GOOD ETHNOGRAPHY ETHNOGRAPHY 38. Delve deeply into the context, lives, cultures, and rituals of a few people rather than study a large number of people superficially. 39. Holistically study peoples behaviors and experiences in daily life. You won't find this in a lab, focus group, or 5 minute interview on the street. 40. Learn to ask probing, open questions, gathering as much data as possible to inform your understanding. 41. Practice active seeing, and active listening. Record every minutiae of daily existence, and encode on post-its. 42. Use digital tools for asynchronous data gathering: tumblr, facebook, twitter, instagram 43. Use collaborative sense-making activities like the Cynefin framework and affinity diagramming for active sensemaking. 44. Map the stories from insights back to the original problem.Did it validate or invalidate the customer hypothesis? 45. Did the new insights provide potentially richer opportunities to solve?NOW YOU CAN THINK ABOUT YOUR SOLUTION HYPOTHESIS 46. THANKS THANKS @SemanticWillWILL EVANS DIRECTOR OF DESIGN