I conducted ethnography, particularly contextual observations in Indonesia for a technology giant to:
1. Understand current technological device sales contexts
2. Identify key steps (highlights and pain points) and touchpoints in people's purchasing experience to then create customer journeys and devise the ideal purchasing experience
3. Understand how culture impacts device adoption, usage and workarounds to generate design concepts that adequately responded to the cultural context
1. Understand current technological device sales contexts
2. Identify key steps (highlights and pain points) and touchpoints in people's purchasing experience to then create customer journeys and devise the ideal purchasing experience
3. Understand how culture impacts device adoption, usage and workarounds to generate design concepts that adequately responded to the cultural context
Personally I like to keep a written account of what I see while I'm conducting ethnography because post-research, during analysis, writing is more accessible than media sometimes (photo/audio/video). Instead during fieldwork I find that particularly in emerging countries, writing doesn't call as much attention as recording or taking pictures, and it helps me maintain aligned to my original objective: be unnoticed.
I've included some extracts from the observation to exemplify how I conduct them, as well as some references to additional materials. Generally, I structure my notes in the following way:
Place: and its learnings
Related observations: usually behaviors that call my attention
Quote/dialogue: I try to fill in the gaps with natural language, as it colors
the context
Categorization: I usually categorize my notes so that in later analysis stages
I can refer back to groupings of ideas instead of scattered notes.
I've included some extracts from the observation to exemplify how I conduct them, as well as some references to additional materials. Generally, I structure my notes in the following way:
Place: and its learnings
Related observations: usually behaviors that call my attention
Quote/dialogue: I try to fill in the gaps with natural language, as it colors
the context
Categorization: I usually categorize my notes so that in later analysis stages
I can refer back to groupings of ideas instead of scattered notes.
Our team:
2 UX Researchers, 2 UX Designers, local teams in India, Chile and Indonesia
My specific duties:
Co-prepare research documentation (screener, study guide, debrief docs) and moderate ethnographic interviews; plan PD and UX workshop protocols; prepare post-interview documentation; participate in user analysis and persona creation; co-design service and experience scenarios; participate in client-facing presentations.
2 UX Researchers, 2 UX Designers, local teams in India, Chile and Indonesia
My specific duties:
Co-prepare research documentation (screener, study guide, debrief docs) and moderate ethnographic interviews; plan PD and UX workshop protocols; prepare post-interview documentation; participate in user analysis and persona creation; co-design service and experience scenarios; participate in client-facing presentations.
www.uwex.edu/ces/4h/evaluation/documents/Observation.ppt
http://learningstore.uwex.edu/pdf/G3658-05.pdf
http://learningstore.uwex.edu/pdf/G3658-05.pdf