wh ethnographic research_9.22.12

Will HoffmanEthnographic Research 9.22.12

ETHNOGRAPHIC RESEARCH+

DESIGN

ETHNOGRAPHY

a branch of anthropology dealing with the scientific description of

individual cultures.


EMPIRICAL

PARTICIPATORY

EMPATHETIC



TRADITIONAL DESIGN MODEL

outside researchfocus groups

designer intuition

designerdictatedsolution


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



RESEARCH METHODOLOGIES• natural environment

• gain trust

• relinquish preconceptions

• participate

• extreme people


RESEARCH METHODOLOGIES• prepare questions/prompts

• directed storytelling

• props

• activities


• observe: words, images, behaviors

• document: pictures, video, audio, field notes, etc.

• understand: likes/dislikes, motivations, stimulations, subjectivites

RESEARCH METHODOLOGIES


• distil evidence

• define design problem

• collaborate with audience

• design prototype • test/evaluate

• iterate



• full-scale rollout

• measure effectiveness

• continued iteration



IDEO CUP HOLDER


IDEO – ALCOHOLISM IN ZAMBIA launch site

https://www.ideo.org/stories/adventures-in-fieldwork


DRUG ABUSE IN COPENHAGENlaunch site

http://portfolio.yufangised.com/Crossing-The-Fence


AIDS/HIV AWARENESS IN KENYA


"Intuition, coupled with insight, gets designers appropriately further in the design process and gets them there faster."

– Givechi, Groulx, Woollard

wh ethnographic research_9.22.12

Business

hoffmanethnographic

aidshiv awareness

design