Joe Dyer, ux manager Sabre travel network

video ethno

graphyindustrial strength

@JoePLANET

@JoePLANETexperience Designer. musician. father.a word about me

MANAGER, USER EXPERIENCESENIOR UX DESIGNERSENIOR INFORMATION ARCHITECTUX ARCHITECTSENIOR WEB PRODUCERINTERACTION DESIGNERDIRECTOR OF NEW MEDIAVIDEO PRODUCERadjunct college instructorCOMBAT CAMERA TEAM LEADERcaptain, united states air force

titles i have held

what makesthis soindustrial?

what makesthis soindustrial?

vocDATA

VIDEO yeah, i really like lists of three

cocktail of influence

Sectionwhat is video ethnography

1

@JoePLANET

1. The study of cultures

2. The study of human social phenomena and communities

3. Considered a branch of cultural anthropology

ETHNO+GRAPHY =

ethnographyFirst, what is ethnography?

“As UX Designers, we’re primarily concerned with how we can use such research to solve a problem through the introduction or revision of technology.” - Nathanael Boehm

cita%on:  001

@JoePLANET

Ethnography is the social equivalent of usability testing.

- Nathanael Boehm

ethnographyFirst, what is ethnography?

cita%on:  001

@JoePLANET

VIDEO+ETHNOGRAPHY =

ethnographyFirst, what is ethnography?

1. Observation, including filming of practitioners

2. The study of observed behaviors for improving product or service

3. The use of obtained footage and direct voice of the customer

As UX Designers, this is familiar territory.

cita%on:  002

@JoePLANET

To design a system, it’s important to first understand how the people on teams work together and/or within their environment.

you can still apply the techniques of1-on-1 interviews, focus groups, surveys, and card sorts to extract that information, it’s also important to observe subjects in action while they work.

ethnographyFirst, what is ethnography?

PASSIVE OBSERVATION & INTERVIEWS

@JoePLANETcita%on:  003

2types of field notes

@JoePLANET

ethnographyFirst, what is ethnography?

ETHNOGRAPHIC FIELD NOTES

Describe the physical aspects of the work

environment including:

• the layout of workstations

•desk space and clutter

•collaboration and conversation areas

descriptions of the scene

@JoePLANETcita%on:  003

@JoePLANET

ethnographyFirst, what is ethnography?

ETHNOGRAPHIC FIELD NOTES

Taking notes of observations is not enough

you Must be able to analyze all notes and present analysis - in a meaningful, and credible way

photography and video

@JoePLANETcita%on:  003

@JoePLANET

Preparing for Field Work

In the Field

Analyzing Dataand Identifying

ActionableOpportunities

Creating Videoand Other

Deliverables

Ongoing engagement and collaboration stakeholders and leadership

ethnographyFirst, what is ethnography?

OUR PROCESS

@JoePLANETcita%on:  004

Sectionpreparing for field work

2

@JoePLANET

goals

field workanother list of three

geardocuments

@JoePLANET

general research questions

field workhow to prepare

goalswhat are you trying to improve? to solve?

cita%on:  004

@JoePLANET

organizational alignment?

goals

field workhow to prepare

warning

@JoePLANET

@JoePLANET

•team resources•editing•fieldwork travel•gifts

budgetary concernsfield workhow to prepare

goals

cita%on:  004

@JoePLANET

gear@JoePLANET

@JoePLANET

LIGHTS CAMERA tractionthe essentials @JoePLANET

Canon EF 50mm f/1.8 II

DSLR CAMERA BODY

Canon EF 50mm f/1.4

128 GB HI-SPEED SD

TRAVEL TRIPOD

@JoePLANET

ephemera and odd bitsworth their weight in gold in a pinch @JoePLANET

6-FOOT USB CABLEPOWER PLUG

ADAPTER

POWER PLUG ADAPTER

iPAD PHOTO KIT

CF cardreader

usb snake light

@JoePLANET

the apple ipada swiss army knife of field notes @JoePLANET

use as a preview monitor for still photos and video

iphoto app for post production

imovie app for hi-level editing

storage for maxxed SD cards

data-collection

ULTIMATE CAMERA ACCESSORY

@JoePLANET

documents

field workhow to prepare @JoePLANET

@JoePLANET

documents

field workhow to prepare

a call screener gain access

a model release organizational alignment

standardized notes quantify the data

Sectionquantify the data

3

@JoePLANET

par$cipant  a par$cipant  b par$cipant  c par$cipant  d

38%

29%

24%

10%

back off, man! I’m a scientist

QUANTIFY THE DATAOh, people can come up with statistics to prove anything, Kent.40% of all people know that. - Homer Simpson @JoePLANET

cita%on:  005,  007

nothing helps clarify product design and ux activities quite like reliable data

@JoePLANET

quantify the dataopen and closed interview questions

how tostructure interview questions

open and subjective

closed

andobjective

@JoePLANET

TENURE

THINGS YOU WOULD CHANGE

CURRENT TOOLSOVERALL RATING (1-9)

WEB SITES USED

what about this feature?

HARDWARE/ENVIRONMENT

rank the ORDER OF IMPORTANCE

WORTHY OF MENTION

number of years

subject voc

inventoryquantifyinginventory

subject voc

inventory

subject voc

subject voc

#

#

####

#

#

#

quantify the datatypes of things to ask during the interview

inthe

fieldp r o c e e d w i t h c a u t i o n

videoprodtips

for interviews

@JoePLANETcita%on:  004

for interviewsvideo production tips

• Use an unobtrusive tripod to stabilize your shots

• Avoid panning and zooming of

camera.

• think like you are shooting a documentary; minimal

CAMERA PLACE MENT & MOVEMENT

• Get physically close to your subject

• Place camera at eye level with

the subject

• Frame your interview to give your speaker enough head room

• Select a neutral background

@JoePLANETcita%on:  004

The videographer should refrain from note-taking whenever possible

the interviewer

thevideographer

@JoePLANET

InterviewTimewith Finn and JAKE

putting it all together; documentary does not mean dullvideo production tips

eye level

external Mic

neutral background

close to subjectframe the interview

Off-axis, 2-camera shot

@JoePLANET

crisp subject

soft bokeh@JoePLANET

but you already knew this stuff, right?lighting tips

• Make sure you have enough light for a quality exposure

• Do not place your subject in front of a window(avoid backlight)

• close curtains and blinds and turn on room lights

• try not to mix sunlight and indoor lighting

@JoePLANETcita%on:  004

NO FBI INFORMANTS

because $200 cameras don’t have $200 microphonesaudio INTERVIEW tips

• BE A QUIET, ACTIVE LISTENER - BE EMPATHETIC - NOD, DON’T TALK - DON’T SAY ‘UH HUH”

• ALLOW SUBJECT TO COMPLETE SENTENCES BEFORE SPEAKING.

• GET CLOSE TO THE SUBJECT PHYSICALLY WITH A MIC

• REDUCE ANY AMBIENT NOISE YOU CAN

• BRING A FEW BATH TOWELS IF YOU CAN TO COVER TABLES

• if you can use an external mic, use it

@JoePLANETcita%on:  004

Sectionthe final report

4

ingredients of the final report @JoePLANET

@JoePLANET

THE FINAL REPORTESTABLISHING SHOTS

@JoePLANET

THE FINAL REPORTDETAILED SHOTS

@JoePLANET

use of sticky Notes

THE FINAL REPORTDETAILED SHOTS

@JoePLANET

THE FINAL REPORTDETAILED SHOTS

THINK PERSONAE

THE FINAL REPORTINDIVIDUAL DOSSIERS @JoePLANET

THE FINAL REPORTputting all the parts together

dossiers

stillimages

written analysis

edited video

dossiers

stillimages

written analysis

edited video

voice of the customer

tons o’ data

video, the new powerpoint

remember how powerful this is?

TELEVISION

DATA-INSPIRED

VOC

generalquestions

selectsubjects

gainaccess

collectdata

interpretdata

assemblereport

deliverresults

standardized field notes

Video interviews

establishing/detailed photos

edit video

PUTTING IT ALL TOGETHER

@JoePLANET

video ethnographyindustrial strength

a plan for conducting video ethnography

Sectiona case study

5

The following tale of video ethnography is true. And by true, I mean false. It’s all lies. But they’re entertaining lies. And in the end, isn’t that the real truth? The answer is, No.

c h a p t e r 5 : t h e s e v e n g e r m a n a g e n t s

- h e r g É -

t h e a d v e n t u r e s o f

Joe Joe

germany

kÖln

hamburg

Mönchengladbach

AGENCY VISITS7 LOCATIONS8 interviews3 citiesAgents were observed and interviewed for 90-120 minutes.

c h a p t e r 5 : t h e s e v e n g e r m a n a g e n t s

c h a p t e r 5 : t h e s e v e n g e r m a n a g e n t s

actual slide used to update the project team circa: dec 2011

BY THE NUMBERS

c h a p t e r 5 : t h e s e v e n g e r m a n a g e n t s

user demographic datacurrent likes and dislikesProduct a vs. product Bcensored

SectionLessons learned

6

ApolloCreed

ApolloCreed

‘school of hard knocks’

@JoePLANETcita%on:  008

@JoePLANET

lessons learnedaka ‘the apollo creed school of hard knocks’

callcenters

move the interview location

@JoePLANET

privacy laws

@JoePLANET

@JoePLANET

lessons learnedaka ‘the apollo creed school of hard knocks’

plan ahead

warnedbe

@JoePLANET

stickto

your forms

@JoePLANET

@JoePLANET

ADDITIONAL LESSONS ...

1. Off-camera audio is better for compression and equalization but harder to edit

2. Paying participants was harder

3. videographer should’t have been taking notes

4. The effects of looking so darn good

“How much did we pay for this again?!”

lessons learnedaka ‘the apollo creed school of hard knocks’ @JoePLANET

on the oh so deliciously fun

nightmare that can be video editing

some thoughts

@JoePLANET

LISA: OK, I finished editing the gardening sequence.

HOMER: OK, from here we star wipe to a glamour shot of Flanders paying his bills, then we star wipe to Flanders brushing his teeth.

LISA: Dad, there are other wipes besides star wipes!

HOMER: Why eat hamburger when you can have steak?

don’t take any production cues from this guyvideo production tips

@JoePLANETcita%on:  006

thinkPbs

video ethnographyindustrial strength

@JoePLANET

video production tips

imovie

adobe premiere

final cut pro

there is no shortage of choices in software

EDITING SUITES

@JoePLANET

generalquestions

selectsubjects

gainaccess

collectdata

interpretdata

assemblereport

deliverresults

standardized field notes

Video interviews

establishing/detailed photos

edit video

IN CLOSINGvideo ethnography

industrial strength

@JoePLANET

process recap

field prep

influencers drink ingredients supergroup members

voc cobra fang juice jimi hendrix

data hydrogen bitters Sting

video Old Panther michael jackson

@JoePLANET

IN CLOSINGLIST OF THREES recap

@JoePLANETfinest ux team in the trav tech industrymeet my team

BLAKE RAMICKsenior  ux  designer

MARY POEsenior  ux  designer

CHRISTINE IMAIZUMIsenior  ux  designer

YOUNG KIMsenior  ux  designer

we’re hiring

thank you

just kidding, cheer all you like@JoePLANET

www. newtrality.com

cita%on  001:Ethnography  entry  on  wikipedia:  h>p://en.wikipedia.org/wiki/Ethnography

Nathanael  Boehm  quote:  h>p://www.uxma>ers.com/mt/archives/2010/06/ethnography-­‐in-­‐ux.php

cita%on  002:Video  Ethnography  entry  on  wikipedia:  h>p://en.wikipedia.org/wiki/Video_ethnography

cita%on  003:Ethnography  in  UX  by  Nathanael  Boehm:  h>p://www.uxma>ers.com/mt/archives/2010/06/ethnography-­‐in-­‐ux.php

cita%on  004:GeQng  Started  in  Video  Ethnography  by  Kaiser  Permanente:  h>p://kpcmi.org/news/ethnography/video-­‐ethnography-­‐tool-­‐kit.pdf

cita%on  005:Ghostbusters  (1984)  h>p://www.imdb.com/%tle/>0087332/“Back  off  man,  I’m  a  scien%st”    h>p://www.youtube.com/watch?v=sEbSABWJiJc

cita%on  006:Simpsons  episode  BABF10,  ‘Alone  Again,  Natura-­‐Diddly’      h>p://www.snpp.com/episodes/BABF10

cita%on  007:Simpsons  episode  1F09,  ‘Homer  Vigilante‘      h>p://www.snpp.com/episodes/1F09.htmlHomer’s  Sta%s%cs  quote:  h>p://www.youtube.com/watch?v=1j2Duy_xzEA

cita%on  008:Apollo  Creed  School  of  Hard  Knocks  is  a  bona  fide  internet  meme:  h>ps://www.google.com/search?aq=0&oq=apollo+creed+school+of+hard+&sugexp=chrome,mod=14&sourceid=chrome&ie=UTF-­‐8&q=the+apollo+creed+school+of+hard+knocks

Presenta%on  based  on  a  highly  modified  template  by  Tamauro:  h>p://graphicriver.net/user/Tamauro  

references

Created while listening to what’s going on by marvin gaye and kind of blue by miles davis

photos used in this presentation are split evenly between my own photography and some stock photos from photos.com copyrighted images used under fair use and obtained with google