updated slides

Kaitlyn  Shire                                      Professor  Klinkowstein  

Selected Business Article: ��What the sleep doctors won’t tell you ���http://www.bbc.com/capital/story/20140902-how-to-pull-an-all-nighter�

Kaitlyn  Shire                                                            Professor  Klinkowstein  

Kaitlyn  Shire              Professor  Klinkowstein  

• Pulling an all nighter is risky �

Kaitlyn  Shire          Professor  Klinkowstein  

• Keep warm, drink coffee, prepare �

Kaitlyn  Shire          Professor  Klinkowstein  

• Nourish yourself, eat protein �

Kaitlyn  Shire          Professor  Klinkowstein  

Setting / Activity for Ethnographic Observation: ��Students preparing for exams �

Ethnographic  Research,  9red  students  at  the  gym  in  the  morning.  

Ethnographic  Research,  9red  students  at  the  gym  in  the  morning.  

Ethnographic  Research,  9red  students  at  the  gym  in  the  morning.  

Ethnographic  Research,  9red  students  at  the  gym  in  the  morning.  

Ethnographic  Research,  9red  students  at  the  gym  in  the  morning.  

Ethnographic  Research,  9red  students  at  the  gym  in  the  morning.  

Ethnographic  Research,  9red  students  at  the  gym  in  the  morning.  

Ethnographic  Research  Observa9ons  

•  Most people at the gym in the morning are tired even before their workout. �

Ethnographic  Research  Observa9ons  

•  I witnessed people walking into the gym yawning and looking as if they just woke up. �

Ethnographic  Research  Observa9ons  

•  After people at the gym finished running, many grabbed their water bottle to rehydrate before moving on. �

Ethnographic  Research  Observa9ons  

•  Many people chose to sit on the chairs outside of the work out area before walking home. �

Ethnographic  Research  Observa9ons  

•  Almost everyone walking out was sweaty and partially out of breath. �

Ethnographic  Research  Findings  

•  Before and after working out, people appear to be tired. �

Ethnographic  Reading  Summary  

IDEO TSA Project ��•  IDEO had to make airport check

points a calmer environment for passengers to make potential threats stand out. �

Ethnographic  Reading  Summary  

IDEO TSA Project ��•  A training system was designed

for TSO’s to emphasize the study of human behaviors �

Ethnographic  Reading  Summary  

IDEO TSA Project ��•  TSA was designed to help us

never forget 9/11. �

Ethnographic  Reading  Summary  

Ethnographic Research- Who are the users? ��•  Ethnographic research is

essential to the design research process. �

Ethnographic  Reading  Summary  

Ethnographic Research- Who are the users? ��•  IDEO observed and interviewed

passengers at TSA to have a better understanding of the culture. �

Ethnographic  Reading  Summary  

Ethnographic Research- Who are the users? ��•  The findings led IDEO to

change the physical layout of the airport and lobby. �

Ethnographic  Reading  Summary  

Going Deeper, Seeing Further��•  Ethnographic researchers need

to look for less obvious ways to inform our thinking. �

Ethnographic  Reading  Summary  

Going Deeper, Seeing Further��•  By listening to people interact,

watch their behavior, and study their culture we see the world the way they do. �

��

Ethnographic  Reading  Summary  

Going Deeper, Seeing Further��•  Ethnographic research must

keep evolving as we do, because as people change, so do their needs. �

Tagline  Research  

•  “Coca-Cola refreshes you best.” – Coca-Cola�•  “Share moments. Share life”-

Kodak �•  “Eat fresh”- Subway�

New  Tagline  

•  “Sleep well.”�

Raw  Background  Images  

Blurred  Background  Images  

Image  and  Tagline  Study  

Sleep Well.

Kaitlyn Shire Professor Klinkowstein FA 014, Tagline Studies