wh ethnographic research_9.22.12
DESCRIPTION
TRANSCRIPT
Will HoffmanEthnographic Research 9.22.12
ETHNOGRAPHIC RESEARCH+
DESIGN
ETHNOGRAPHY
a branch of anthropology dealing with the scientific description of
individual cultures.
Will HoffmanEthnographic Research 9.22.12
EMPIRICAL
PARTICIPATORY
EMPATHETIC
Will HoffmanEthnographic Research 9.22.12
Will HoffmanEthnographic Research 9.22.12
TRADITIONAL DESIGN MODEL
outside researchfocus groups
designer intuition
designerdictatedsolution
Will HoffmanEthnographic Research 9.22.12
HUMAN-CENTERED DESIGN MODEL
designer/teamethnographicfield researchfirst hand
empirical evidence+designer intuition
audiencedictatedsolution(flexible)
"To design the research method and to design the design method are tasks of a higher order than to design the actual communications."
–Jorge Frascara
Will HoffmanEthnographic Research 9.22.12
Will HoffmanEthnographic Research 9.22.12
RESEARCH METHODOLOGIES• natural environment
• gain trust
• relinquish preconceptions
• participate
• extreme people
Will HoffmanEthnographic Research 9.22.12
RESEARCH METHODOLOGIES• prepare questions/prompts
• directed storytelling
• props
• activities
Will HoffmanEthnographic Research 9.22.12
• observe: words, images, behaviors
• document: pictures, video, audio, field notes, etc.
• understand: likes/dislikes, motivations, stimulations, subjectivites
RESEARCH METHODOLOGIES
Will HoffmanEthnographic Research 9.22.12
• distil evidence
• define design problem
• collaborate with audience
• design prototype • test/evaluate
• iterate
RESEARCH METHODOLOGIES
Will HoffmanEthnographic Research 9.22.12
• full-scale rollout
• measure effectiveness
• continued iteration
RESEARCH METHODOLOGIES
Will HoffmanEthnographic Research 9.22.12
IDEO CUP HOLDER
Will HoffmanEthnographic Research 9.22.12
IDEO – ALCOHOLISM IN ZAMBIA launch site
Will HoffmanEthnographic Research 9.22.12
DRUG ABUSE IN COPENHAGENlaunch site
Will HoffmanEthnographic Research 9.22.12
AIDS/HIV AWARENESS IN KENYA
Will HoffmanEthnographic Research 9.22.12
AIDS/HIV AWARENESS IN KENYA
Will HoffmanEthnographic Research 9.22.12
"Intuition, coupled with insight, gets designers appropriately further in the design process and gets them there faster."
– Givechi, Groulx, Woollard