Jeanette Blomberg, Mark Burrell, and Greg Guest
Sapient Corporation
Introduction
The Relevance of Ethnography for Design
The Roots of Ethnography
Principles of Ethnography
Natural Settings
The Holistic
Descriptive
Members ’Point of View
The Postmodern Inflection
Ethical Issues
Ethnographic Methods
Planning Research
Sampling
Gaining Access
Observation
Why Observe?
The Researcher ’s Observational Role
Structuring Field Observations
Videotaping
Interviewing
The Interview As a Communicative Event
Rules of Thumb When Interviewing
Connections Between Observation and Interviews
Self-reporting Techniques
Diaries
Visual Stories
Remote Date Collection Techniques and Strategies
Remote Video and Audio Via the Internet
Observations and Interactions in the Digital Domain
Artifact Analysis
Record Keeping
Relation Between Qualitative and Quantitative Data
Communicating and Applying the Results of Ethnographic Research and Analysis
Enriching and Enhancing the Working Models of Developers
Generative Tools or Frameworks to Support Innovation and Creativity
Critical Lens for Evaluating and Prioritizing Ideas
Guideposts for Development Teams
Making Ethnography Matter: Communicating and Applying Ethnographic Insights to Design
Experience Models
Opportunity Maps
Pro?les
Scenarios
Design Representations: Mock-ups and Prototypes
Ethnography in Action
Case Study 1: Health Care Provider
Case Study 2: Department of Highways
Conclusions
References
Figure 50.1: Innovation.
Figure 50.2: Experience model of financial development zones. ESO = employee stock options.
Figure 50.3: Experience model of stages of readiness.
Figure 50.4: Opportunity map for stages of readiness.
Figure 50.5a: Composite profile of Blake in relation to wireless communications.
Figure 50.5b: Composite profile of Bridget in relation to wireless communications.
Figure 50.6: Simple scenario of a woman exploring online investing resources.
Figure 50.6b: (Continued)
Figure 50.6c: (Continued)
Figure 50.7: Communication model.
Figure 50.8: Engineer using mock-up of coding form to code documents.
Figure 50.9: Components (document scanner, PC, coding forms, etc.) of the designed document management system and document search results page with thumbnails.