Ethnography is a tool for better design.
To truly understand their audience, designers must understand the relationship between the end user and the product. They need direct knowledge of the problem to develop the best solution. Ethnography enables designers to develop innovative solutions because it reveals a deep understanding of people and how they navigate the world.
Ethnography is a researched based method of observation in a setting that is natural to the subject- rather than an informal setting. People and culture are incredibly complex. This type of research aids designers in making sense of these complexities- looking beyond preconceived ideas with an empathetic eye. It allows patterns of behavior to be recognized and this is vital information to designers.
The ethnography process is a very rigorous analysis of systematically acquired data. Real and visually compelling video, photos, observational notes, audio recordings and other related data will be collected without being staged.
Ethnography research enables one to discover the need people have for meaning in their life, understand cultural norms, make powerful and effective communication to their audience, and create for the global market place based on real observations, as people do not always do as the say. These observed behaviors can provide clues to where problems exist and make hidden issues more obvious to guide designers to solutions.
Steps in the ethnographic process include defining the problem, finding the people, planning an approach, collecting data, analysis and interpretation (opportunities for insight), and sharing the compelling research and results to the team, as well as the whole organization. Ethnography research is so in depth that sharing the insights can be helpful in many other areas outside of design.
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