design ethnography
DESCRIPTION
Cómo la etnografía puede generar un diseño orientado en el usuarioTRANSCRIPT
DESIGN ETHNO-GRAPHY FOR LEAN TEAMS
DESIGN ETHNO-GRAPHY FOR LEAN TEAMS
DESIGN ETHNO-GRAPHY FOR LEAN TEAMS
DESIGN ETHNO-GRAPHY FOR LEAN TEAMS
DESIGN ETHNO-GRAPHY FOR LEAN TEAMS
DESIGN ETHNO-GRAPHY FOR LEAN TEAMS
DESIGN ETHNO-GRAPHY FOR LEAN TEAMS
RULESRULESRULESRULESRULESRULESRULES
1. I talk really fast, get used to it2. Stop thinking and listen3. Live tweet if it helps you remember4. Write your questions down, ask them later
Wifi: User: Alley NYC Guest, PW: beawesome
Hashtag: #LeanUX
Drinking Game word: CONTEXT
Next meetup: Jabe Bloom presents "Lean Team Experience Design"
DETRITUSDETRITUSDETRITUSDETRITUSDETRITUSDETRITUSDETRITUS
“A startup is a human institution designed to deliver a new product
or service under conditions of extreme uncertainty.”
–ERIC REIS
WHYRESEARCH?WHYRESEARCH?WHYRESEARCH?WHYRESEARCH?WHYRESEARCH?WHY RESEARCH?WHY RESEARCH?
The most striking truth of this curve is thatzero users give zero insights
12
oInsights
People
a lot
MALKOVICHBIASMALKOVICHBIASMALKOVICHBIASMALKOVICHBIASMALKOVICHBIASMALKOVICHBIAS
The tendency to believe that everyone uses technology
exactly like you do.
Designing based on your own pain with no customer research
is like buying a lottery ticket.
Lean Startup (and LeanUX) is a risk mitigation strategy.
A DIRTY SECRETA DIRTY SECRETA DIRTY SECRETA DIRTY SECRETA DIRTY SECRETA DIRTY SECRETA DIRTY SECRET
DON’T USEPROXIES
DON’T USEPROXIES
DON’T USEPROXIES
DON’T USEPROXIES
DON’T USEPROXIES
DON’T USEPROXIES
DON’T USEPROXIES
DON’T USEPROXIES
DON’T USEPROXIES
DON’T USEPROXIES
ETHNOGRAPHYWTF?
ETHNOGRAPHYWTF?
ETHNOGRAPHYWTF?
ETHNOGRAPHYWTF?
ETHNOGRAPHYWTF?
ETHNOGRAPHY WTF?
ETHNOGRAPHY WTF?
WHY ETHNOGRAPHYWHY ETHNOGRAPHYWHY ETHNOGRAPHYWHY ETHNOGRAPHYWHY ETHNOGRAPHYWHY ETHNOGRAPHYWHY ETHNOGRAPHY
is
COMPLEXITY EVERYWHERECOMPLEXITY EVERYWHERECOMPLEXITY EVERYWHERECOMPLEXITY EVERYWHERECOMPLEXITY EVERYWHERECOMPLEXITY EVERYWHERECOMPLEXITY EVERYWHERE
Ethnography offers a way to make sense of this complexity. It lets us see beyond our preconceptions and immerse ourselves in the world of others. Most importantly, it allows us to see patterns of behavior in a real world context – patterns that we can
understand both rationally and intuitively.
“If you want to understand what motivates a girl to pick up a skateboard, you could bring her into a sterile laboratory and
interrogate her… or you could spend a week in a skatepark observing her interacting
with her friends, practicing new skills and having fun.”
+ETHNOGRAPHY
DESIGN
ETHNOGRAPHY
DESIGN
ETHNOGRAPHY
DESIGN
ETHNOGRAPHY
DESIGN
ETHNOGRAPHY
DESIGN
ETHNOGRAPHY
DESIGN
ETHNOGRAPHY
DESIGN
LEAN ETHNOGRAPHY? LEAN ETHNOGRAPHY? LEAN ETHNOGRAPHY? LEAN ETHNOGRAPHY? LEAN ETHNOGRAPHY? LEAN ETHNOGRAPHY? LEAN ETHNOGRAPHY?
“We don’t see things as they are,we see them as we are.”
–ANAIS NIN
NINEPROBLEMS
WITHLEAN
STARTUPCUSTOMERRESEARCH
NINEPROBLEMS
WITHLEAN
STARTUPCUSTOMERRESEARCH
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Most teams practicing Lean Startup don't start with a customer hypothesis; they work backwards from a solution hypothesis
Because teams start with a solution hypothesis, it's almost impossible
for them to generate multiple hypotheses for testing
If GOOB is not conducted in the appropriate context, it almost never yields useful behavioral data
GOOB relies far too heavily on self-reporting, which is almost useless.
GOOB, when done poorly, is particularly prone to confirmation bias
Most teams have a very hard time formulating assumptions as hypotheses
Designing reliable experiments is a skill that takes time to learn
People new to customer research are really bad at listening for weak signals
When a customer interview is guided, it almost never provides opportunity for serendipitous insights to emerge
WHY ETHNOGRAPHYWHY ETHNOGRAPHYWHY ETHNOGRAPHY
DESIGN RESEARCH
SYSTEMATIC APPROACH
DESIGN RESEARCH
SYSTEMATIC APPROACH
DESIGN RESEARCHDESIGN RESEARCH
SYSTEMATIC APPROACH
DESIGN RESEARCH
SYSTEMATIC APPROACH
DESIGN RESEARCH
SYSTEMATIC APPROACH
DESIGN RESEARCH
SYSTEMATIC APPROACHas a
DESIGNETHNOGRAPHYALLOWSUS TO
DESIGNETHNOGRAPHYALLOWSUS TO
DESIGNETHNOGRAPHYALLOWSUS TO
DESIGNETHNOGRAPHYALLOWSUS TO
DESIGNETHNOGRAPHYALLOWSUS TO
DESIGNETHNOGRAPHYALLOWSUS TO
DESIGNETHNOGRAPHYALLOWSUS TO
1. Discover the semantics of living
2. Decode signifiers of cultural practice
3. Understand the language people use
CONTEXT KINGCONTEXT KINGCONTEXT KINGCONTEXT KINGCONTEXT KINGCONTEXT KINGCONTEXT KINGis
SELF-REPORTING MOSTLY SHIT
SELF-REPORTINGMOSTLY SHIT
SELF-REPORTINGMOSTLY SHIT
SELF-REPORTINGMOSTLY SHIT
SELF-REPORTINGMOSTLY SHITis
PEOPLE'SHACKSARE A
GREATINSIGHT
PEOPLE'SHACKSARE A
GREATINSIGHT
PEOPLE'S HACKS ARE A
GREAT INSIGHT
PEOPLE'SHACKSARE A
GREATINSIGHT
PEOPLE'SHACKSARE A
GREATINSIGHT
PEOPLE'S HACKS ARE A GREAT
INSIGHT
PEOPLE'S HACKS ARE A GREAT
INSIGHT
PEOPLE'SHACKSARE A
GREATINSIGHT
PEOPLE'S HACKS ARE A
GREAT INSIGHT
PEOPLE'S HACKS ARE A GREAT
INSIGHT
PEOPLE'S HACKS ARE A GREAT
INSIGHT
EIGHTSTEPS INETHNOGRAPHICRESEARCH
EIGHTSTEPS INETHNOGRAPHICRESEARCH
EIGHTSTEPS INETHNOGRAPHICRESEARCH
EIGHTSTEPS INETHNOGRAPHICRESEARCH
EIGHTSTEPS INETHNOGRAPHICRESEARCH
EIGHTSTEPS INETHNOGRAPHICRESEARCH
EIGHTSTEPS INETHNOGRAPHICRESEARCH
1. Define your customer hypothesis
2. Identify the people and validate they exist
3. Plan your approach
4. Conduct Paired Research
#SHOEUPBITCHES
5. Become a "habit-farmer"
6. Search for Patterns & Themes
7. Co-Generate & Share Insights
8. Perform your narrative
KEYSTO GOODETHNOGRAPHY
KEYSTO GOODETHNOGRAPHY
KEYSTO GOODETHNOGRAPHY
KEYSTO GOODETHNOGRAPHY
KEYSTO GOODETHNOGRAPHY
KEYSTO GOODETHNOGRAPHY
KEYSTO GOODETHNOGRAPHY
Delve deeply into the context, lives, cultures, and rituals of a few people rather than study a
large number of people superficially.
Holistically study people’s behaviors and experiences in daily life. You
won't find this in a lab, focus group, or 5 minute interview on the street.
Learn to ask probing, open questions, gathering as much data as possible to
inform your understanding.
Practice “active seeing,” and “active listening.” Record every minutiae of
daily existence, and encode on post-its.
Use digital tools for asynchronous data gathering: tumblr, facebook, twitter, instagram
Use collaborative sense-making activities like the Cynefin framework and
affinity diagramming for active sensemaking.
Map the stories from insights back to the original problem.
Did it validate or invalidate the customer hypothesis?
NOW YOU CAN THINK ABOUT YOUR SOLUTION HYPOTHESIS
Did the new insights provide potentially richer opportunities to solve?
@SemanticWill
W I L L E V A N SDIRECTOR OF DESIGN
THANKSTHANKSTHANKSTHANKSTHANKSTHANKSTHANKS