Rapid Ethnography: Ethnography, Ethnographic Field Studies, User Needs Analysis, Personas, Task Analysis
Why has ethnography become one of the hottest research methods in the past five years? What is it and how does it apply to customer experience? Is ethnography an additional research technique or something you have to conduct to do 'real' customer experience? What yields higher ROI, a usability test or a field study?
Ethnography is a research technique used by anthropologists and behavioral scientists to understand and empathize with a local culture or population. At its core ethnography seeks to figure out what people actually do, versus what they say or what they think they do. Ethnography is used in usability research as a means to identify the context surrounding product use.
Increasingly, advertisers and marketers have understood that to identify the ‘difference that makes a difference’, it is necessary to use non-traditional approaches to research. To accomplish this goal, ethnographic research profiles user behavior in its native social, emotional and cultural environment.
Rapid Ethnography is the corporate application of the observational field study, conducted in real-time, with a mission to inject insights into new feature and functionality definition. Rapid Ethnography explores user tasks, goals, values, beliefs, perceptions and artifacts. Artifacts are examined, explored and mapped back to user requirements, design use scenarios and personas.
This seminar we will explore Rapid Ethnography and its benefits toward recovering hidden ROI opportunities. We will look at those aspects of your software, product or website that are missing ethnographic insights. In addition, we will discuss how to determine if you need to conduct an ethnographic study, and how to prepare for one if you do.
- Identifying the need (features vs desirability)
- Change hunting- mapping trends, insights, opportunities
- Context of Use beats Ease of Use any day: Why?
- Inter-CEPTing user behavior: Cognition, Emotion, Place & Time
- Tips for preparing for a field study
- Q & A
Who should attend:
Marketing managers, product managers, program managers, User Experience teams, anyone with an interest in field studies or personas.
What You Get:
- Free Report: "An Insider’s Guide to Desirability: Finding success in the customer's environment" ($49.00 value).
- Unlimited Archive Access
- PDF Notes (PPT)
- Access to Trainer with any questions
Frank Spillers, MS (Chief Experience Officer)
Frank Spillers is a distinguished speaker, author and internationally respected Senior UX practitioner and UX Master Trainer. He is an expert in improving the design and usability of large scale websites, web applications, desktop and mobile apps. Frank has successfully applied 20 years of advanced knowledge of Usability Engineering skills and User Centered Design methodology in Fortune 500 and corporate environments globally.
A recognized subject matter expert by the U.S. Department of Labor, he has developed new usability techniques for understanding user needs, assessing user experience and conducting rapid design prototyping. Recently, he has contributed ground-breaking research on the impact of design and emotion. His current work has been profiled in leading industry publications including The Handbook of Task Analysis for Human Computer Interaction, MarketingSherpa's Landing Page Handbook and the book-- The Persona Lifecycle.
Before founding Experience Dynamics in 2001, Frank managed usability consulting for WebCriteria (now IBM Analytics) and worked with students of Dr. Donald Norman (the grandfather of User Centered Design) at Intuitive Design, a San Diego based User Centered Design consultancy. His current clients include: Microsoft, Intel, IBM, Logitech, GE, Hewlett-Packard, KeyBank, Four Seasons, Chase, Target.com and Whitepages.com. He has trained thousands of teams and individuals in usability and User Centered Design techniques in private as well as public settings.
Frank received his Master's in Cognitive Science (MS) from Birmingham University, UK in the user experience of VR with an emphasis on collaborative virtual environments.
Who’s Attending our Training?
Blue Cross Blue Shield
Capital Group Companies
Providence Health System
Research In Motion
State Farm Insurance
State of Michigan
State of New York
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