© colin potts b3-1 ethnography of the user organization colin potts georgia tech
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© Colin Potts B3-1
Ethnography of the user organization
Colin Potts
Georgia Tech
© Colin Potts B3-2
Key principles of context
HAS models often reflect superficial understanding of the context
To understand customer requirements, you have to immerse yourself in the details of that context
Non-technical (cultural) aspects of the context determine the success of a system
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Ethnographic practice
Ethnography is an approach for studying cultural contexts in detail» Participant observation» Unstructured interviews» Analysis of artifacts
Key practices» Prolonged & continuous immersion» Speaking the user’s language
Growing interest in applying to reqts.
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Semi-structured interviews
Find key informants and conduct semi-structured interviews when appropriate» Grand tour
– Go through workplace or typical work day
» Mini-tour– Go through artifact or task
» Contrast questions– Dyadic contrasts among concepts
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Observation & videotaping
Workplace observation (and participation) is more objective than interviewing» but time-consuming & potentially intrusive
Videotaping allows analysis to be done later» and designers can also get to know the work» privacy / embarrassment issues
– surprisingly, people get used to videotape
» but thorough analysis of tapes is very time-expensive
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Workplace artifacts
What people use to do their work tells us a lot about that work» Often, specific properties detract from the essential
task
» But, people are good at exploiting the affordances of objects
– e.g. ATC stack of flight strips
Collect samples or photos of common artifacts» Discuss how they are used while you watch
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Contextual inquiry
PD-like method that incorporates ethnographic practices» CI visits involve several short ethnographic
interviews while the informants do their work
»What to record–What they do–What they say–Aspects of tool use that support work–Disruptions, including workarounds
»What to ask–What are you doing?–Why are you doing that?–Is that what you expected?
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Class exercise: Simulated ethnographic interview
Volunteer is interviewed by instructor about his or her work context
Volunteer interviews instructor about his work context
Class discussion on questions asked and insights gained
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Ethnographic Methods: Conclusions
Emphasis on “is” issues at expense of “ought”
True ethnographic immersion is very time-consuming
Contrast with organizational methods» Greater emphasis on details and usability
for individuals, less on business goals
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Ethnography: how to find out more
Several good “how to” books:» Jorgensen: Participant Observation» Spradley: Participant Observation» Fetterman: Ethnography Step by Step
Ethnographic methods figure prominently in some approaches to PD» See Holtzblatt & Jones chapter in the PD
book
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