DESIGN & ETHNOGRAPHY
GAINING A DEEP UNDERSTANDING OF WHO YOU ARE DESIGNING FOR
CREATING DESIGNS THAT MEET THE REAL NEEDS, ASPIRATIONS, 
 AND DESIRES OF PEOPLE
OR COMPLETELY EXCEED PEOPLE’S EXPECTATIONS AND IMAGINATIONS
Surface information
In-depth information
Surface information Solving the symptoms 
 of a problem
In-depth information Understanding the real reasons why something is happening. And solving the root cause of a problem
CORE PRINCIPLES OF ETHNOGRAPHY Talking to strangers / powerful questions / listening / observing / Finding insight from stories
the theoretical foundation of ethnography
Judgement through your own eyes Complete open mindedness Curiosity of ‘otherness’ Togetherness Superiority Equality Assumption Real understanding Disempowerment & power play Positive experiences
the role in design
designers as researchers
It’s a design service: Clients often pay for ‘user researcher’ either in the scoping of a new product, or in the evaluation of a product. Designers are often better than traditional market researchers because they can take the information and see where the opportunities are for change. http://www.rodd.uk.com/user-research/
It informs strategy:
 Large organisations will hire designer researchers to help them shape their strategy for a service or system. Designers often make very effective strategic thinkers, which is an asset to a lot of different organisations looking for help on improving their work, or developing new work. http://stbyblogs.eu/cyclehiring/category/home/
It makes you a better designer: To build genuine ethnographic methods into your design process can help you avoid subjective decision making, it means your design decisions are based on empathy and understanding, and it often gives you the tools you need to “sell” your ideas into a client. You have a story to tell. http://stbyblogs.eu/cyclehiring/category/home/
research comes in many forms
8%
35% of people wouldn’t use the service again
7% 35%
10%
29% of people were satisfied 11% of people had no opinion
11% 29%
10% of people thought it was good
INSIGHT
DESIGN PRINCIPLES
“when I arrived at the service I had to tell the receptionist what was wrong with me in front of everyone. I was so embarrassed, she asked me to repeat myself because she couldn’t hear me. It was horrible”
Design dignity and privacy into the experience of first arrival.
“I left the hospital, and I was on my own, I had no money and it was snowing. I had a new baby and I felt so scared. It was really bad actually. But I walked to the nearest bus stop. The bus driver was kind to me, and that made my day”
Design for the whole experience, not just the health intervention. Ensure that exiting the service creates feelings of safety, kindness & comfort
a qualitative research method. providing insight on how and why people feel & behave how they do. capturing stories that will reveal opportunities for designers to create positive change.
STORIES OPEN THE WAY 
 TO IDEAS
Your turn to look for excellent examples
 We will go to the library together. Find 3 examples of work, within the libraries resources, that you believe puts the real needs, experiences, 
 and desires at the heart of their design. Find evidence to prove it.
DEADLINE: Weds 23rd 7am Upload PDF document to CANVAS with the following: 1 // images of three examples, with a short description of what it is, who made it etc. 2 // For each example, write a description of why you have chosen these examples: • why where they designed (or created)? • why did you choose them? • how does the example truly reflect the needs of its users? • what can you learn from this work? 3 // Chose one of the ethnographic pioneers that I presented, and write a concise and practical reflection (Maximum 500 words) on how you think their work has a relationship to design practice.
“If you come only to help me, you can go back home. But if you consider my struggle as part of your struggle for survival, then maybe we can work together.” A quote from a Aboriginal Woman
YOUR JOB IS TO UNDERSTAND. NOT TO JUDGE.