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

Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

Kaitlyn Shire Professor Klinkowstein

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

Ethnographic Research Observations

Kaitlyn Shire Professor Klinkowsetin

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

Ethnographic Research Observations

Kaitlyn Shire Professor Klinkowstein

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

Ethnographic Research Observations

Kaitlyn Shire Professor Klinkowstein

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

Ethnographic Research Observations

Kaitlyn Shire Professor Klinkowstein

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

Ethnographic Research Observations

Kaitlyn Shire Professor Klinkowstein

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

Ethnographic Research Findings

Kaitlyn Shire Professor Klinkowstein

IDEO TSA Project

• IDEO had to make airport check points a calmer environment for passengers to make potential threats stand out.

Ethnographic Reading Summary

Kaitlyn Shire Professor Klinkowstein

IDEO TSA Project

• A training system was designed for TSO’s to emphasize the study of human behaviors

Ethnographic Reading Summary

Kaitlyn Shire Professor Klinkowstein

IDEO TSA Project

• TSA was designed to help us never forget 9/11.

Ethnographic Reading Summary

Kaitlyn Shire Professor Klinkowstein

Ethnographic Research- Who are the users?

• Ethnographic research is essential to the design research process.

Ethnographic Reading Summary

Kaitlyn Shire Professor Klinkowstein

Ethnographic Research- Who are the users?

• IDEO observed and interviewed passengers at TSA to have a better understanding of the culture.

Ethnographic Reading Summary

Kaitlyn Shire Professor Klinkowstein

Ethnographic Research- Who are the users?

• The findings led IDEO to change the physical layout of the airport and lobby.

Ethnographic Reading Summary

Kaitlyn Shire Professor Klinkowstein

Going Deeper, Seeing Further

• Ethnographic researchers need to look for less obvious ways to inform our thinking.

Ethnographic Reading Summary

Kaitlyn Shire Professor Klinkowstein

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

Kaitlyn Shire Professor Klinkowstein

Going Deeper, Seeing Further

• Ethnographic research must keep evolving as we do, because as people change, so do their needs.

Ethnographic Reading Summary

Kaitlyn Shire Professor Klinkowstein

• “Coca-Cola refreshes you best.” Coca-Cola

• “Share moments. Share life”- Kodak 

• “Eat fresh”- Subway

Tagline Research

Kaitlyn Shire Professor Klinkowstein

• “Sleep well.”

New Tagline

Kaitlyn Shire Professor Klinkowstein

Raw Background Images

Kaitlyn Shire Professor Klinkowstein

Blurred Background Images

Kaitlyn Shire Professor Klinkowstein

Image and Tagline Study

Kaitlyn Shire Professor Klinkowstein

Infographic Elements

• App• Sound• Touch• Better grades• Improved mental health• Improved physical health

Kaitlyn Shire Professor Klinkowstein

Kaitlyn Shire Professor Klinkowstein

Kaitlyn Shire Professor Klinkowstein

Kaitlyn Shire Professor Klinkowstein

Kaitlyn Shire Professor Klinkowstein

Imagined Product/Service, In Situ VisualizationSelected Environment/User Image

Kaitlyn Shire Professor Klinkowstein

Imagined Product/Service, In Situ VisualizationSelected Device Image

Kaitlyn Shire Professor Klinkowstein

Imagined Product/Service In situ Visualization