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Getting to know your real users: Mastering practical ethnographic research
Photo via Flickr user Ma2hew Fern
@dgcooley
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h2p://www.mediabarnresearch.com/ 3
h2p://www.mediabarnresearch.com/ 4
Photo courtesy of Tom Tullis 5
Photo courtesy of Monica Ferraro
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h2p://www.mequoda.com/ar@cles/subscrip@on_websites/how-‐to-‐conduct-‐a-‐usability-‐lab/ 7
Let’s get real for a moment.
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“I practice guitar while waiting for data to finish crunching.”
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Photo via Flickr user C.P.Storm
It’s definitely time to get out of the building.
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Ethnography is researching your end
users and product in the real world.
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Ethnographic techniques Formal
Contextual Inquiry
Remote Contextual
Inquiry On-site usability testing
And many more!
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When to use it
Photo via Flickr user Christopher Sessums 34
Ethnography vs. other techniques Qualita've Quan'ta've Inexpensive Easy to
Implement Observa'onal Contextual
Focus Groups ?
Surveys Lab Testing Journaling ?
Ethnographic Studies
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How-to 1. Plan your study –
What do you want to learn?
2. Identify representative end users.
3. GO TO WHERE THEY ARE.
4. Learn all the things.
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What’s different?
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Artifacts!
Take photos.
Make copies.
Record videos.
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Sample Artifacts: Cheat Sheets
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“cheat sheet” of BETA codes. The FAs “rarely use” BETA and need a reference when dealing with the
home office. (B22)
One FC kept an extensive list of home office personnel he had spoken to about various matters. Each folder includes people’s names, their extension, and
comments about how helpful or unhelpful they were when the FC spoke
with them. (B8)
Sample Artifact: Homemade Checklists
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3 different teams showed us their homemade instructions or checklists for setting up fee-based accounts.
Sample Artifact: Strategic Seating of Clients
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The advisors care about projecting an image of absolute excellence. Clients visiting one office (B25) are seated in a specific location so they can see…
…that, no matter what, the market
goes up.
… the advisor’s many diplomas,
certifications, and honors.
… an organized set of files containing the necessary forms for
various products.
… any hustle and bustle in the office to
convey that we’re busily working on earning people
money.
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YAY! A
book!
Loved it!
Practical Challenges • Scheduling issues • Productivity concerns from
management • Site security • Rules about photos
and videos • Getting there • Considerable additional
pre-planning required
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2 things
1. If you’re only doing lab-based studies, you’re not getting the whole picture.
2. When you do get out of the building, be very prepared.
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