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As UX professionals we may not often get the opportunity to observe and interview users in naturalistic settings. Ethnographic techniques, such as observation and contextual inquiry, are not as popular as more traditional, lab-based methods like user experience testing or user interviews. Researchers can often be daunted by the complex methodology and staffing needs necessary to coordinate studies with an ethnographic component, and clients often perceive this type of research as too expensive and time-consuming. However, understanding usersÕ latent needs can be the key to developing a successful product, especially when starting from the conceptual stage. This presentation will discuss when applied ethnography is best used and how a mixed-method approach to a study can create more meaningful insights with less cost and effort than a traditional ethnography study.
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Caroline Little | UXPA International | Thursday, 24 July 2014
A Mixed-Method Approach to Ethnography (or… how I ended up doing research in the rain)
PRESENTED BY Caroline Little User Experience Lead, SPARK Experience !
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Caroline Little | UXPA International | Thursday, 24 July 2014 2
Caroline Little | UXPA International | Thursday, 24 July 2014 3
Caroline Little | UXPA International | Thursday, 24 July 2014 4
Caroline Little | UXPA International | Thursday, 24 July 2014 5
Meet SARAH.
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Caroline Little | UXPA International | Thursday, 24 July 2014 6
Meet ALEX.
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Caroline Little | UXPA International | Thursday, 24 July 2014 7
Caroline Little | UXPA International | Thursday, 24 July 2014 8
Business viability
Possible with Technology
Market viability
Technology possibility
INNOVATION.
User need
Caroline Little | UXPA International | Thursday, 24 July 2014 9
The approach: Mixed Methods.
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Caroline Little | UXPA International | Thursday, 24 July 2014 10
Mixed Methods: In-person.
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Title of Presentation | Date of Presentation 1 1 Observation.
Title of Presentation | Date of Presentation 1 2
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Activities.
Environments.
Interactions.
Objects.
Users.
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Title of Presentation | Date of Presentation 1 3 Contextual Inquiry/Interviewing.
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Mixed Methods: Remote.
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Caroline Little | UXPA International | Thursday, 24 July 2014 15 Diary study.
Caroline Little | UXPA International | Thursday, 24 July 2014 16
Diary study. Observation. Contextual Inquiry. !
Collected by a researcher
In-depth snapshot in time
Researcher time and resource-intensive
! Reported by a participant
Longitudinal
Demanding of the participant
Caroline Little | UXPA International | Thursday, 24 July 2014 17
Mixed Methods: In-person OR Remote.
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Caroline Little | UXPA International | Thursday, 24 July 2014 18 Participatory Design Sessions.
Caroline Little | UXPA International | Thursday, 24 July 2014 19
Mixed Methods: Benefits. !!!
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Structured
Complementary methodology
Additional data without added significant cost
More touch points between researcher and participant
Caroline Little | UXPA International | Thursday, 24 July 2014 20
Lessons Learned: Tips & Tricks.
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Caroline Little | UXPA International | Thursday, 24 July 2014 21
Project Team. !!!
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Set defined roles & responsibilities
Ensure frequent communication
Caroline Little | UXPA International | Thursday, 24 July 2014 22
Participants. !!!
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Consider over-recruiting
Look for some outliers
Dyads may be useful
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In-person research. !!!!
Come with a plan, but be flexible
Take lots of photos
Caroline Little | UXPA International | Thursday, 24 July 2014 24
Diary study. !!!
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Choose the right tool for your user base
Start participants in waves
Be proactive
Caroline Little | UXPA International | Thursday, 24 July 2014 25
Analysis. !!!
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Embrace ambiguity
Create participant profiles
Drive analysis toward deliverables
Title of Presentation | Date of Presentation 2 6
CONTACT
Caroline Little User Experience Lead [email protected] www.sparkexperience.com
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