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�


• Pulling an all nighter is risky �


• Keep warm, drink coffee, prepare �


• Nourish yourself, eat protein �


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

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. �


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


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


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


•  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. �


IDEO TSA Project ��•  A training system was designed

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


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

never forget 9/11. �


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

essential to the design research process. �


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

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


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

change the physical layout of the airport and lobby. �


Going Deeper, Seeing Further��•  Ethnographic researchers need

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


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

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

��


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

updated slides

Design