ETHNOGRAPHY & DESIGN
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
moral questions
Judgement through your own eyes Curiosity of ‘otherness’ Superiority Assumption Disempowerment & power play
value
No-judgement, no hierarchy Genuine interest and enthusiasm Integration Equality and trust Involvement and inclusion
designers as researchers
So, 35% of doctors want more space in the waiting rooms, so there is our design opportunity‌
yes, i just read that patients are waiting on average 45 minutes to see a doctor. so they will need more space‌
But, I just spent a week inside a hospital, and I identified the causes of these issues. INSIGHTS
OPPORTUNITY
- The busiest times are evenings - People are not being prioritised - People don’t know there are other medical options - People would be happy to book a slot online and then arrive at their slot.
We will design a new waiting system which prioritised patients most in need, and gives all patients the ability to pre-book a time slot. We will re-design the waiting room to make it work with this system.
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 JOB IS TO UNDERSTAND. NOT TO JUDGE.
qualitative + quantitive = good insight
“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 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.
DEADLINE: Weds 25th 4pm // In English if possible 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.