Sprint Ethnography

The

Challenge

How to insert customer research in our routines?

Problems

Time

Money

Belief

Aims

More Sales Happiness Love/Loyalty

How

Understand

Investigate

Go Deeper

Shadowing

What we can use

Activity analyses

Self-documentation

Applied ethnography

Virtual ethnography

Oral history

Behavioral mapping

System observation

Surveys Photographic registration

User interview

Cultural probes

Sprint ethnography

Shadowing

What we can use

Activity analyses

Self-documentation

Applied ethnography

Virtual ethnography

Oral history

Behavioral mapping

System observation

Surveys Photographic registration

User interview

Cultural probes

Sprint ethnography

What is?

The Service Startup

How it works

Learn

Use

Remember

• Open questions

• Appeal to feelings and sensations

• Innovation-oriented

Where we can do it

Internet Telephone Personally

Example: Music streaming services

• LEARN

How did you find your current music streaming service?

• USE

In which moment of the day do you listen to this? How is it?

• Remember

What is the first thing that comes to your mind when I say “streaming music service”?

Challenge: How do we make people choose our music streaming service?

Example: Service of attendance to the Customer

• LEARN

How did you know about the online version of this service? Do you have any problems to access it or to find something there?

• USE

When do you usually use this kind service? How is it?

• Remember

What is the first thing that comes to your mind when I talk about online versions of Service of Attendance to the Customer?

Challenge: How to make SAC Online become the preferred channel for people solve their account problems?

References

The Service Startup - www.theservicestartup.com

Images - www.thenounproject.com

Heller - www.hellerdepaula.com