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