TEK495 - Design & Innovation
Day 3DESIGN ETHNOGRAPHY
TEK495
Kira Krämer, Lisa Carlgren, Fredrik Garneij, Jan Schmiedgen, Ingo Rauth
September 9, 2015
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Slide/Exercise Time Material Facilitator
PrepareRe-Arrange room to work group island mode
Print: Facilitator instructionsBring: Marshmallow material
All
Warm-up 10 min none Ingo
Group reflection diary conversation 10 min none / use new process Ingo
Design Ethnography intro & test your interview skills
25 min Kira
Coffee break 15 min none
Group interivew (Q&A) with challange/project owner
marker, whiteboard Kira - Lisa, Fredrik (support)
LUNCH
Interview basics - iterating theoretical inputs and testing by interviewing each other - based on the desk research and own experience
50 min Kira - Lisa, Fredrik (support)
Coffee Break 15 min
Interview with students, administrators and supervisors which come to class
45 min Interview questions developed during the previous 45 min
Kira
Coffee Break
Reflection on interviewing, summary and observation (marhs mallow exercise)
20, 20, 5min (homework intro) Kira, Ingo
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Reflection#2 Interviewing
Think about one reflection you want to share in 30 sec.
4-5x share reflection in 30 sec, the others try to sketch the main idea.
Reflect upon your reflections
2 min
5 min
5 min
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WARM-UP
SPOT ALIE
Image Source: pxiabay.com
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Introduction1#
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Learn to askbetter questions!
THE GOAL
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Design Ethnography
Better questions, better understanding.
Ethnography literally means “writing about people groups”.
Ethnography is a method (discipline) that helps tounderstand the social, politcal and environmentaldimensions of a society from a member’s perspective.
#1 Introduction
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Design Ethnography#1 Introduction
People: behavior, choices, emotions, mental models
Personal context: life situation, social environment like family, friends, colleagues and peer-groups
Broader context: institutions, processes, society as a whole, ecosystems
Interconnectedness of these factors
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“Better understanding = better problem-solving = better products, services, processes and
institutions”.
“Shit understanding = shit problem-solving = shit products, services, processes and
institutions”.
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Why we need ethnography … #1 Introduction
Clear Vision
Team Alignment
Stakeholder Communication
Better understanding, better documentation: user perspective becomes more powerful
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Design ethnography in the process#1 Introduction
PROTOTYPE
explore the problem redefine the problem
develop & learn about ideas & problems
EMPATHIZE IDEATE
idea generation
DEFINE TEST
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Three ways to gain understanding#1 Introduction
Listening
Looking
Experiencing
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Three ways to gain understanding
#1 Introduction
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INTERVIEWING2#
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CHALLENGE:
“How to improve the preparationfor the master thesis experience.”
#2 Interviewing
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Your first interview
Dan Paulin
▪ Vice Head of Department for Education, Technology Management and Economics
▪ Senior Lecturer, Technology Management and Economics
▪ Senior Lecturer at the Division of Operations Management.
#2 Interviewing
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Your first interview: Exercise
Collect questions silentlywrite down each on one sticky note
Share in team
Discuss briefly and select 5 questions
#2 Interviewing
2min
5min
4/5x 1min
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BREAK
18
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Hi Dan,We’ve got some
questions for you!
19
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LUNCH
20
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Reflection
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Experts & Stakeholders
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Experts & StakeholdersA helpful but biased view?
Enable Limit
(Insider) Knowledge
Meta-View
Power & Connections
Deeply rooted inexisting system
“Blind” for user perspective
Reluctant to profound changes
+ -
Image Credit: Straight Face by Clara Joy, The Noun Project
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Understanding the topicExpert and newbie at the same time?
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Existing Material
Stories from friends
Desk ResearchDan’s Input
Your experience
Own thoughts
Understanding the topic
…
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Knowledge DownloadUnderstanding the topic
Preparation for interviews
Empty your mind
Find something you didn’t know yet!
Open up to kill your assumptions
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Knowledge Download: Exercise
Write down areas of interest“Finding a topic for master thesis”
Write down hypotheses“Students have difficulites to find a topic.”
Share with team
Understanding the topic
1min
1min
4/5x 1min
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Questionnaire
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Questionnaire
▪ Our guide for interviews
▪ Simple
▪ Flexible
#2 Interviewing
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Topic
Opener
Hypothesis
#2 InterviewingQuestionnaire
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Finding advice for master thesis topic
“Where did you look for advice when searching for a thesis topic?”
No one knows about the consultation services offered by the faculty. True?
#2 InterviewingQuestionnaire
Topic
Opener
Hypothesis
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QUESTIONNAIRE: EXERCISE#2 Interviewing
Select 3 topics
Add hypotheses to each topic
3min
3min
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General opening quesion
#2 InterviewingQuestionnaire
Finding advice for master thesis topic
“Where did you look for advice when searching for a thesis topic?”
No one knows about the consultation services offered by the faculty. True?
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Are you working on a master thesis currently?
Are you planning to write your master thesis in the next 6 month?
...
#2 InterviewingQuestionnaire
Finding advice for master thesis topic
“Where did you look for advice when searching for a thesis topic?”
No one knows about the consultation services offered by the faculty. True?
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Questionnaire: Exercise#2 Interviewing
Select 3 topics
Add hypotheses to each topic
Add general opening question(s)
5min
3min
1min
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User Interviewes Round 1: Exercise#2 Interviewing
Split in subteams of two (three) and grab your questionnaire
Go outside and try to conduct one or two interviews with someone
Goal: Try to fond something interesting in one of the three topics
1min
15min
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BREAK
37
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Reflection
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The Art of asking questions
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The Art of Asking Questions
1. Setting
2. Questions
#2 Interviewing
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Setting
▪ Aim for a facilitated conversation
▪ Pay attention to:▪ Space▪ Roles▪ Mindset
#2 Interviewing
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Setting: Space
▪ Choosing the right space
▪ Take care of drinks & snacks
▪ If necessary, meet users in their environment
#2 Interviewing
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Setting: Roles
Agree on
▪ Conversation Lead
▪ Documenter
▪ Observer
#2 Interviewing
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Setting: Mindset
Be a true Listener!
▪ Non-judgemental
▪ Non-teaching
▪ Empathy, not necessary sympathy
▪ Beginner’s Mindset
#2 Interviewing
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Quesitons
Asking the right questions & asking them right!
Pay attention to:
▪ Types of Questions
▪ Way of Asking
▪ Mindset
#2 Interviewing
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Types of questions#2 Interviewing
Facts:
▪ What, Where, When
▪ How many, How often,
How long etc.
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Story & Emotional: How? helps to get user into narrating a sequence or a story
Why?▪ explore the underlying
motivations or influences▪ to dig deeper
Types of questions#2 Interviewing
Facts:
▪ What, Where, When
▪ How many, How often,
How long etc.
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Tipps & Tricks
▪ Don’t stop with your first “Why?”
▪ Ask for best / worst experiences instead of
“What do you like / hate?”
▪ Switch between emotions and facts.
▪ Listen and save a keyword.
#2 Interviewing
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Way of asking: Demo
How to do a proper interview … NOT
#2 Interviewing
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Rules: Way of Asking#2 Interviewing
▪ 80/20 - accept silence
▪ Open questions
▪ Clear questions, one question per time
▪ No interpretations yet
▪ Digging deep, not jumping topics too quickly
▪ No solutions at this point of time (Park them)
▪ Not asking for solutions (People don’t know)
▪ Clear roles
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The Anatomy of an Interview#2 Interviewing
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Mindset
▪ Following the stories
▪ Leading with questions
#2 Interviewing
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User interviews round 2: Exercise#2 Interviewing
Grab questionnaire. Choose an interview partner from this course - someone you don’t know yet
Interview him/her
Goal: Get one interesting story
2min
2x3min
1min
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Cheat Sheet
▪ Introduce yourself▪ Get the newbie attitude
▪ Start with your conversation
▪ 80/20▪ Open questions
▪ Aim for stories▪ Ask Why?
▪ Build on what your interviewee tells you.
#2 Interviewing
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User interviews round 2: Exercise#2 Interviewing
Second round interviewsTry to dog deeperGoal: Ask 3 times Why in a row
2x3min
3min
1min
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Iteration & Putting it all together
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Iteration and putting it all together
Write down your most burning topics / questions / hypotheses
Share with team
Iterate questionnaire with max 5 topics
Prepare settings & decide on roles
#2 Interviewing
2min
1min
10min
2min
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BREAK
58
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User interviews round 3: Exercise
15minSplit in sub-teams & lead one interview
Second interview
#2 Interviewing
15min
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BREAK
60
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Reflection
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Wrap Up INTERVIEWING
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Storysharing#2 Interviewing
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Documenting
▪ Notes▪ Pictures▪ Recording
#2 Interviewing
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Selecting interviewees
Look for:▪ Extreme users▪ people outside your target group
#2 Interviewing
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OBSERVATION
3#
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OBSERVATION
Start noticing the little things
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OBSERVATION
Start noticing the little things
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OBSERVATION
Start noticing the little things
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Marshmallow exercise
Action Team (10min)▪ Build the Tallest Freestanding Structure▪ The Entire Marshmallow Must be on Top: The entire
marshmallow needs to be on the top of the structure. Cutting or eating part of the marshmallow disqualifies the team.
▪ Use as much or as little of the Kit▪ Break up the Spaghetti, String or Tape
Observing Team (2min):Watch the teams. What dynamics can you notice? Body language?
#3 Observation
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IMMERSION4#
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Summary
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Three ways to gain understanding
What people experience.
What people do.What people say they do.
Summary
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When applying Design Ethnography
Summary
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Prototype testing
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Readings
Hall, E. (2013). Just Enough Research. New York.
Portigal, S. (2013). Interviewing Users: How to Uncover
Compelling Insights (1st edition). Brooklyn, New York:
Rosenfeld Media.
Young, I. (2015). Practical Empathy: For Collaboration and
Creativity in Your Work (1st edition). Brooklyn, NY: Rosenfeld
Media.
#2 Interviewing
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Your take-aways?
Summary
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Thank you!
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Homework
1.) Write your reflections2.) Practice interviewing: Do 1 Interview with 1 master
student from Chalmers (15min+). TAKE NOTES!3.) Practice immersion by trying to understand:
a.) Master Thesis webpage at Chalmersb.) �Master Thesis at Dept of TMEc.) Ask yourself if you would know what to do after getting
these informaiton.
The better your notes, the better your synthesis.
Design Ethnography
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HAPPY BIRTHDAY MAHASIN!!! ☺
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“Focus on the user.”IDEO, Stanford d.school
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Interview fail script (facilitator)Faciliator’s sheet
Theme: Grocery shopping & cooking
1. We only talk to each other.
2. Involve the interview but ask questions that already entail the answer: „You
like cooking, right!“
3. Ask open questions, but interrupt.
4. Let them finish talking, but summarize in a judgemental statement, „Aha, so
you are an eco-fanatic!“
5. Don’t follow up on what was answered, but jump to the next question.
6. Think in solutions right away: „She needs an eco friendly ...“
7. Ask for solutions
8. Roles are unclear.