They will look for the challenges and barriers that users encountered and how this effected different users. One of the methods used to analyse the data is the use of an affinity diagram. This method allows you to take all the observations from the research and group them together so that you can begin looking for patterns. Researchers will put all their key points onto Post-It notes and then categorise these into groups which relate to the same topic. Ethnographic studies are a good way to really understand your users and the challenges they may face while going about their everyday lives.
The research will give you insights to your users that you may not have seen if they were in a lab being asked to complete a task. However, Ethnographic studies can be costly and time-consuming, so making sure that you get the research method right is crucial to making sure that you are getting the research questions answered.
Having conducted a study, you then need to present your findings back in an informative and meaningful way that will allow teams to use the information to make informed changes, making sure that your own opinions have not come into the findings.
Usability testing is a way to see how easy to use something is by testing it with real users. Users are asked to complete tasks, typically while they are being observed by a researcher, to see where they encounter problems and experience confusion.
If more people encounter similar problems, recommendations will be made to overcome these usability issues. User-centred design is a process or set of tools used to design a service which focuses on what users need at the very beginning and continues throughout development until launch. Typically services are designed from a technical and business perspective, with consideration for users added in later.
Instead, User-centred design ensures the service focuses on what users need before balancing this with the technical and business requirements. Wireframing is a way to design a website service at the structural level. A wireframe is commonly used to lay out content and functionality on a page which takes into account user needs and user journeys.
Wireframes are used early in the development process to establish the basic structure of a page before visual design and content is added.
Website prototypes are interactive demos of a website. These are often used to gather feedback from project stakeholders early in the project lifecycle, before the project goes into final development. User requirements capture is a process used to understand what typical users will need from a service which is about to be designed.
Users are observed using similar services and interviewed about the ways they go about planning and completing their goals. This information is used to identify a list of content, features and functionality the new service must have in order to satisfy the needs of its users. Customer profiling is a way to create a portrait of your customers to help you make design decisions concerning your service. Your customers are broken down into groups of customers sharing similar goals and characteristics and each group is given a representative with a photo, a name, and a description.
Card sorting is a technique that involves asking users to organise information into logical groups. Users are given a series of labelled cards and asked to organise and sort them into groups that they think are appropriate.
Card sorting helps you to design an information architecture, workflow, menu structure or website navigation paths. Researcher studying subjects and their interactions, before their subsequent arrest. This is for researchers who need to get hands-on, especially if studying people at work. It basically means: join the team and learn how to do the job! By participating and paying attention to what is happening around you, you will better be able to construct your ethnography because you will begin to understand things from their perspective.
The recommendation from Experience UX, is for researchers to look for patterns and themes from the data. They will look for the challenges and barriers that users encountered and how this effected different users. They also recommended the use of an affinity diagram, which is a common tool in project management that allows you to group together large numbers of observations based on their relationships.
This will allow you to look for patterns in clear, collaborative manner. Plus you get to use Post-it notes, so double-win. UserZoom is a registered trademark. UserZoom GO Make quick decisions with a platform for remote user interviews and usability testing.
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Had the researcher not stayed in-situ long enough to observe these, they may have gone unrecorded. The two main potential weaknesses with ethnographic studies are:. Researcher Ethnographic researchers need to be very highly-skilled to avoid all the potential pitfalls of an ethnographic study. It is also vital that the subjects are open and honest with the researcher.
As we can see from the above, most of the risks associated with ethnographic studies relate to the researcher, either directly or indirectly. We recommend choosing a researcher with a proven background of past involvement in successful projects across varying domains.
We would generally recommend that an ethnographic approach may be suitable for the early stages of a user-centred project that deals with a particularly complicated or critical design challenge.
These ethnographic methods can also be very useful in discovering and exploring previously unknown issues.
Perhaps the most critical decision within an ethnographic study is the choice of ethnographic researcher. We can help you create innovative, inspiring experiences by utilising a variety of design research methods.
Skip to navigation Skip to main content. Work Services Insights About Contact. Ethnography can help investigate very complicated or critical design challenges. What is ethnographic research? When to use ethnography Ethnography is most useful in the early stages of a user-centred design project. Advantages of ethnography One of the main advantages associated with ethnographic research is that ethnography can help identify and analyse unexpected issues. Disadvantages of ethnography One of the main criticisms levelled at ethnographic studies is the amount of time they take to conduct.
The two main potential weaknesses with ethnographic studies are: Researcher Ethnographic researchers need to be very highly-skilled to avoid all the potential pitfalls of an ethnographic study.
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