Practical Ethnographic Methods
- 1. PRACTICAL UX METHODOLOGY: ETHNOGRAPHY Sarah garcia saraH@uegroup.com @sarah_eden @UEGRoup
- 2. 2 • Introductions • How I Think of Research • Overview of Ethnography • Ethnography Etiquette • Learning How to Observe • Interactive Activity INTRO • Empathy • Observation & Note taking • Learning How to Interview • Interactive Activity • Extending Ethnographies • Reporting • Designing a Study • Interactive Activity 1 2
- 3. 3 ABOUT ME Welcome SARAH GARCIA Sleuth A senior UX researcher with a background in market research. Sarah brings business and marketing savvy to the research she takes on and her unique perspective has profited companies such as Disney Interactive Labs, Dell Computer, Stryker, Intel and DirectTV. Sarah garcia, uegroup inc — chi2017
- 4. 4 About UEGroup Sarah Garcia, UEGroup Inc. CHI 2017
- 6. 6 Natural born researcher MORE ABOUT ME Sarah Garcia, UEGroup Inc. CHI 2017
- 7. 7 Natural Born Questioner ABOUT ME Sarah Garcia, UEGroup Inc. CHI 2017 “Who are they?” “What if….?” “What would happen if…?” “Whatisthebackstory?” “Whatisgoing onthere?”
- 8. 8 Student of Humans ABOUT ME Sarah Garcia, UEGroup Inc. CHI 2017
- 9. 9 Entrepreneur Tech Geek Early Adopter Lifetime Silicon Valley Resident ABOUT ME Sarah Garcia, UEGroup Inc. CHI 2017
- 10. 10 Things aren’t always what they seem HOW I THINK OF RESEARCH Sarah Garcia, UEGroup Inc. CHI 2017
- 11. 11 Context is Key HOW I THINK OF RESEARCH Sarah Garcia, UEGroup Inc. CHI 2017
- 12. 12 There are a lot of details to study HOW I THINK OF RESEARCH Sarah Garcia, UEGroup Inc. CHI 2017
- 13. 13 But they are part of a bigger picture HOW I THINK OF RESEARCH Sarah Garcia, UEGroup Inc. CHI 2017
- 14. 14 ? ? ? ? ? ? ? ? ? ? ? RESEARCH IS ALL ABOUT QUESTIONS
- 15. 15 Would they use it? Lots of questions Where are my customers having trouble? How do we compare to our competitors? Which design is better? Where are the opportunities to rise above my competitors? Sarah Garcia, UEGroup Inc. CHI 2017 How are my customers using our service? What opportunities exist to delight my customers? Why aren’t they doing that? How can we improve the experience?
- 16. 16Sarah Garcia, UEGroup Inc. CHI 2017 Lots of ways to get answers Approach Datasource qualitative Quantitative behavioral attitudinal Whatpeopledo Why& Howtofix Howmany& Howmuch? Whatpeoplesay Adapted from Christian Rohrer’s article “When to Use Which User Experience Research Methods” October 6, 2008
- 17. 17Sarah Garcia, UEGroup Inc. CHI 2017 Lots of ways to get the answers approach Datasource qualitative quantitative behavioral attitudinal Eye tracking Usability lab studies benchmarking Out of box experiences Interceptive surveys Diary studies Ethnographic field studies Participatory design Focus group Card sorting surveys Adapted from Christian Rohrer’s article “When to Use Which User Experience Research Methods” October 6, 2008
- 18. 18Sarah Garcia, UEGroup Inc. CHI 2017 Ethnography When you want to see why and wHere your customers are using your product and with what environmental influences. approach Datasource qualitative quantitative behavioral attitudinal Ethnographic field studies Adapted from Christian Rohrer’s article “When to Use Which User Experience Research Methods” October 6, 2008
- 20. 20 NATURAL ECOSYSTEM ethnography Sarah Garcia, UEGroup Inc. CHI 2017 Anthropology • Study people’s cultural practices & beliefs • Participant observation • Years of study Corporate Setting • Study how people use products & services within their worlds • Shorter time span • Look for business implications
- 21. 21 ethnography Sarah Garcia, UEGroup Inc. CHI 2017 Longitudinal studies • Observing over a period of time - Repeat visits - Diaries Benefits • Provides data that shows clear patterns over time • Good for showing developmental trends or changes Drawbacks • Risk of dropouts • Requires a lot of resources, including time and money Cross-sectional studies • Observing a moment in time - Representative of typical behavior Benefits • Requires fewer resources; relatively inexpensive • No risk of drop outs • Used to prove or disprove assumptions Drawbacks • Harder to draw conclusions • Can’t measure effects over time
- 23. 23 ETHNOGRAPHY IS… ethnography PERSONAL EXCITING useful INSIGHTFUL HUMBLING MEANINGFUL EYE-OPENING MAKING CONNECTIONS TOUCHING FUN RICH in data INTERESTING
- 24. 24 BUT IT IS ALSO… ethnography EXHAUSTING HARD INCONVENIENT EMOTIONALLY INTENSE Time-consuming LOTS OF EFFORT PEOPLE OVERLOAD CREATES LOTS OF DATA TO SIFT THROUGH
- 26. 26 THERE IS NO BETTER WAY To get a glimpse into people’s lives, in their natural environment and observe the things that people would never say (or admit to)
- 29. 29 Is Prepared. IS Flexible. KEEPS THEIR COOL. A GOOD RESEARCHER
- 30. 30 Ethnography etiquette A GOOD RESEARCHER Brings a Buddy.
- 31. 31 A GOOD RESEARCHER Brings THE RIGHT Buddy.
- 32. 32 A GOOD RESEARCHER PUTS ASIDE PERSONAL AGENDAS OR PRECONCEIEVED NOTIONS
- 33. 33 A GOOD RESEARCHER KNOWS THAT: PEOPLE RESEARCH
- 34. 34 Ethnography etiquette A GOOD RESEARCHER Is there to: Learn observe LISTEN Discover Speak for the people
- 35. 35 Designing a study DON’T • Be late • Touch articles in participant’s home/office unless asked to do so • Take pictures or video without asking • Interrupt • Use the participant’s restroom • Wear any clothing branded with your company logo • Use your computer to take notes • Have your phone on
- 36. 36 Designing a study DO • Thank the participant for inviting you into their home/office • Think about the best camera angles for viewing • Check the camera frequently to make sure it is recording • Ask to visit areas of the home/office that they reference during the session • Listen • Ask follow up questions if you don’t understand • Enjoy this unique opportunity!
- 37. 37 ethnography Sarah Garcia, UEGroup Inc. CHI 2017 Go observe ask listen Discover overall context Look for what’s not being said
- 39. 39 WHAT DOES IT MEAN TO OBSERVE? LEARNING HOW TO OBSERVE
- 40. 40 Put on new glasses. “Listen with your eyes” LEARNING HOW TO OBSERVE
- 41. 41 1. What motivates them? 2. Are there workarounds? 3. What is important to them? What do they value? 4. Are there any physical responses? 5. Is there any repetition or order being followed? 6. Anything surprising? What to look for WHAT TO LOOK FOR WHEN OBSERVING
- 43. 43 What motivates them? Are there workarounds? What is important to them? What do they value? Is there any repetition or order being followed? Anything surprising? What Questions would you follow up with? INTERACTIVE ACTIVITY Sarah Garcia, UEGroup Inc. CHI 2017
- 44. 44 INTERACTIVE ACTIVITY Sarah Garcia, UEGroup Inc. CHI 2017
- 45. 45 What motivates them? Are there workarounds? What is important to them? What do they value? Is there any repetition or order being followed? Anything surprising? What Questions would you follow up with? INTERACTIVE ACTIVITY Sarah Garcia, UEGroup inc. CHI 2017
- 46. 46 What motivates them? Are there workarounds? What is important to them? What do they value? Is there any repetition or order being followed? Anything surprising? What Questions would you follow up with? OBSERVING
- 47. 47 What motivates them? Are there workarounds? What is important to them? What do they value? Is there any repetition or order being followed? Anything surprising? What Questions would you follow up with? OBSERVING
- 48. 48 What motivates them? Are there workarounds? What is important to them? What do they value? Is there any repetition or order being followed? Anything surprising? What Questions would you follow up with? OBSERVING
- 49. 49 INNOVATION LIES IN THE WORKAROUNDS. LEARNING HOW TO OBSERVE
- 50. 50 empathy
- 53. 53 EMPATHY Gets down in the hole VS. SYMPATHY Looks down into the hole
- 54. 54 Putting yourself in the shoes of the person you are designing for. • Observation • Interviews • Thought exercises • Experiential Exercises EMPATHY
- 55. 55 What could we do to GAIN BETTER EMPATHY FOR Our Customer? • Observation • Interviews • Thought exercises • Experiential Exercises EMPATHY
- 56. 56 How did you feel? What did you learn? What would you want, if this was your reality? REMEMBERING THE EXPERIENCE
- 57. 57 It’s not easy. It should make you uncomfortable. It is exhausting. (Give yourself time to decompress.) EMPATHY
- 59. 59 GOAL: empathize with who you are interviewing
- 60. 60 HOW TO INTERVIEW 1. Ask unrestricted questions 2.Ask for examples 3.Start broad and finish deep 4.Be human (body language, presence) 5.Be mindful of what they say versus what they do
- 61. 61 Semi-structured interviews follow a discussion guide to maintain the scope of the conversation but allows for improvising
- 62. 62 • Ask them to tell a story • Instead of “Why? Say, tell me about that…” • “Feel free to think out loud.” • Ask simple & sincere questions • Pause, listen • Stay neutral GET TO THE BOTTOM OF IT
- 63. 63 Introductions Goal Conversation Finding the story “Aha!” moment Get to the bottom of it Thank Yous Emotional highpoint Adapted from IDEO U, Conducting a Great Interview 2015 Get to the bottom of it • Ask them to tell a story • “Why? Tell me about that?” • “Feel free to think out loud.” • Ask simple & sincere questions • Pause, listen • Stay neutral
- 64. 64 Leave people better than how you found them.
- 65. 65 LEADING VS NON LEADING QUESTIONS “Think about all the problems associated with using a remote control. Imagine using something that you already have with you while you are watching TV anyway, that could be used to control your TV screen. Don’t you think it would be cool to use your smartphone as a touchscreen remote?”
- 66. 66 LEADING VS NON LEADING QUESTIONS “Think about all the problems associated with using a remote control. Imagine using something that you already have with you while you are watching TV anyway, that could be used to control your TV screen. Don’t you think it would be cool to use your smartphone as a touchscreen remote?” “Tell me about your experiences using a remote control for your TV. What do you like/not like? Describe to me how you would want the experience to be better? Now, let’s imagine you have an app that is loaded onto your smartphone that interacts with the TV—how would you imagine that working? What would be easy or difficult?” vs.
- 68. 68 LEARN ABOUT SOMEONE ELSE 1.Introduction 2.The Why 3.Connect 4.Find a narrative 5.Get meaningful feedback 6.Final thoughts & thank you
- 69. 69 • Identify what you want to learn: • How they made their travel plans? • How do they look for places to eat? • How did they decide to purchase the bag they have? • Warm up questions • 3 questions related to your research objectives • 2 questions related to themes of interest Reflect • How was the interview? • What did you learn? • What would you do differently? LEARN ABOUT A SOMEONE ELSE 1. Introduction 2. The Why 3. Connect 4. Find a narrative 5. Get meaningful feedback 6. Final thoughts & thank you
- 70. 70 DEBRIEF • Careful not to make the first question too hard! • Instead of: “What makes you do this?” Say: “Let’s imagine…”. Or “Tell me about the last time” • Watch the language: “How do you consume media?” Be more relatable • Be friendly but be careful not to be too judgmental “That’s really cool” • Careful not to bring in too much of your own experience
- 71. 71 DEBRIEF • “Sounds like you are really tech savvy” (keep that internal dialogue) • Reflecting back “You mentioned you…..tell me a little more about that” • When you are stuck, “Shift gears” • It’s okay to make some suggestions--just make several • ”Why” can be interpreted as accusatory
- 73. 73 • 2 minute interviews with a partner • Pick a topic/persona • Pick from the hat Reflect • How was the interview? • What did you learn? • What would you do differently? PRACTICE Pick a Persona: One Word Answer Tells You What You Want To Hear Talkative Change the Subject Overly Positive Overly Negative
- 75. 75 Ethnographic approach IT’S ALL ABOUT THE ATTITUDE Discussion guide vs. script Ready to learn Open to new ideas
- 76. 76 Designing a study CREATING A RESEARCH PLAN • Identify the questions you want answered • Who will you talk to? How many? • Where will you go? • What extremes will you consider? • What will you observe? When? Who? Where? • What questions will you ask?
- 77. 77 Designing a study 1. Research Objectives 3. Observation 4. Interview Warm Up 2. Introduction and Set Up 5. Discussion on What Was Observed 7. More Specific Questions 8. Concept Feedback, “What If?” ANATOMY OF A RESEARCH PLAN 6. Broader Questions 9. Final Thoughts 10. Thank You
- 78. 78 Designing a study ANATOMY OF A RESEARCH PLAN • Has the end in mind • Is neutral, not leading • Incorporates appropriate metrics • Takes session time into consideration • Leaves room for unexpected outcomes
- 79. 79 You’re doing research for a new voice assistant, and you want to know how people around the world would use a voice assistant in their family living areas. Go to the field: Interactive Activity Here are the questions: • Who lives in the space? • Where would they need an assistant the most? • Why would they use a voice assistant? How do we find the answers? • Identify the questions you want answered • Who will you talk to? How many? • Where will you go? • What extremes will you consider? • What will you observe? When? Who? Where? • What questions will you ask? Interactive Activity
- 80. 80 ETHNOGRAPHY CHECKLIST Sarah garcia, UEGRoup Inc. CHI 2017 þ Identify the question(s) you want answered þ Decide on type of ethnography þ Identify the right participant(s) þ Recruit & Schedule þ Write Discussion Guide þ Visit • Bring the right person with you • Allow plenty of time • Come prepared! (Bring cameras, allow for plenty of travel/parking time) • Ask follow up questions • Listen for what is NOT being said • Longitudinal study instructions þ Analyze results þ Report
- 81. 81 TAKING NOTES
- 82. 82 Observations & Note Taking Questions for follow-up Salient themes surprises Wants & needs Areas of innovation
- 83. 83 Your notes = your report TAKING NOTES
- 84. 84 • Quotes • What works? What didn’t work? • Issues/Opportunities • Unique insights • Beliefs & Values • Inspiration/Ideas • Insights/Themes • ”Best of” images • Images (Context, participant, meaningful artifacts) • Story telling KEEP TRACK Your notes = your report
- 85. 85 • Quotes • What works? What didn’t work? • Issues/Opportunities • Unique insights • Beliefs & Values • Inspiration/Ideas • Insights/Themes • ”Best of” images • Images (Context, participant, meaningful artifacts) • Story telling INTERACTIVE ACTIVITY
- 86. 86 Learnings What was hard or easy about observation and note taking? If you could do a follow- up interview, what would you ask? What were some themes that you heard?
- 87. 87 TAKING NOTES • Have a plan • Prioritize questions • Take notes so you don’t have to watch the video • Leave the laptop behind • Bring a clipboard/notebook suitable for experience • Have your research partner take notes—it’s hard to be the interviewer and take proper notes (but be specific) • Be prepared to deal with messy notes (all the more reason for a ”brain dump”)
- 88. 88 SYNC UP MAKE SURE EVERYONE ON YOUR TEAM KNOWS WHAT IS EXPECTED.
- 89. 89 MAKE USE OF THE RESEARCH PLAN
- 90. 90 MAKE USE OF THE RESEARCH PLAN Be organized Separate themes and thoughts Allow for follow up questions Do what works for you.
- 91. 91 MAKE USE OF THE RESEARCH PLAN Take notes for what you want to ask later Keep track of time to mark for video clips or reminders to re- watch Write down good “quotes”
- 92. 92 ADAPT TO THE SITUATION • Smaller Notebooks • Tape guide into Notebook • Post it note • Phone as a last resort
- 93. 93 IMMEDIATELY 1. Find a quiet space 2. Review notes 3. Fill in the gaps based on memory 4. Mark where you need to review the video or confer with others 5. Pull out the main themes WITHIN THE WEEK 1. Type up notes, fill in the gaps and produce document for sharing BRAIN DUMP BEST PRACTICE
- 94. 94 FINALIZED NOTES BECOME USEFUL TOOLS
- 95. 95 PRODUCE A DOC WITH HIGH LEVEL THEMES THAT’S EASY TO SHARE
- 96. 96 reporting
- 97. 97 THE BETTER YOUR SUMMARIES ARE, the easier reporting will be REPORTING
- 98. 98 REPORTING THE RESULTS Sarah Garcia, UEGroup Inc. CHI 2017 SO MUCH DATA!— Where to start?
- 99. 99 • What themes are present? • Are personas emerging? • Keep track of ideas inspired by results LOOK FOR THEMES What’s the story?
- 100. 100 • Who needs to see the results? • What style of reporting/communication is most effective to the people that need to hear it? • How will the legacy of this research live on? WHO’S LISTENING?
- 101. 101 REPORTING THE RESULTS Sarah Garcia, UEGroup Inc. CHI 2017 Traditional reports Word clouds Timelines Personas Infographics Emotional journeys Video clips
- 102. 102 bored Reporting through word clouds Vulnerable casual disappointed No-goal alone Skeptical critic ashamed bashful sorrowful upset cheerless
- 104. 104 Reporting through heat maps
- 106. 106 VIDEO CLIPS Let the research speak for itself
- 107. 107
- 110. 110 Getting more out of ethnographies ethnography Interceptive textsDiary studies follow up interviews
- 111. 111 STRUCTURE THE RESEARCH TO Get the best information FOLLOW UP INTERVIEWS Diary Studies ethnography follow up interview Post observation interview Pre-interview
- 112. 112 What is a diary study? When to use them? How? DIARY STUDIES Diary Studies
- 113. 113
- 114. 114 What are interceptive texts? When to use them? How? INTERCEPTIVE TEXTS Diary Studies
- 115. 115 RESPONSES Interceptive text Helps us get an unexpected snapshot into the lives of the participant.
- 116. 116 QUESTIONS • Take a picture of where and how everyone is sitting right now • Take a picture of what other objects or devices are in the room with you while you are watching video programming • Take a picture of where you are eating dinner. Is there video programming on? Can you see it? • Describe the exact process you took to get to watch you are watching. • What are you watching right now? How did you decide on that exact show? Were there other shows being considered? Was it a compromise for everyone? Interceptive text
- 117. 117 “Who is watching tv right now?”
- 121. 121 Interceptive text Sarah Garcia, UEGRoup Inc. CHI 2017
- 122. 122 Babysitting Watching something on her laptop, while the TV was also on and muted because she didn’t know how to turn off the TV after the kids had gone to bed. RESPONSES
- 123. 123 Thank you! Uegroup.com 408.297.2445 Sarah garcia sarah@uegroup | @sarah_eden