What Design Ethnography Can Do For You: Connecting Decision Makers to Users
summary
Argues that short-form ethnography reveals actionable design change: a Pampers China study reframes buyers’ motivations into a Golden Sleep value proposition; an airline study runs 60–65 hours of boarding observations focused on gate interactions, finds an 8-minute printing/walking bottleneck, and prototypes a simple iPad app that halves that step and pays back in weeks. Recommends tight scoping, capturing role-to-role exchanges, and spending as much time on polished, multimedia deliverables as on the fieldwork.
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chapters (10)
- 0:00Welcome and introduction
- 1:06Pampers in China case study
- 6:45What is design ethnography
- 9:22Six problem types for ethnography
- 13:19Three best practices overview
- 15:27Holistic and focused scoping
- 20:44Capturing exchanges and interactions
- 22:30Rich data and rich deliverables
- 29:52Connecting decision makers to users
- 32:00Conclusion and key takeaways
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