Ethnographic user research

What

The purpose of user research is to gain a thorough understanding of users. We seek to unlock the reasons why users do the things they do (drivers), the reasons why they don’t do things (hurdles). We will also seek to uncover and understand their lifestyles, behaviours and attitudes. In service design we are often interested in the journeys they take, the moods they are in and the modes they adopt.

Contextual interview

User research methods are based on ethnography, which is essentially observing people in their natural environment rather than a formal research setting. People and culture are incredibly complex, and our methods offer ways to make sense of this complexity seeing beyond our preconceptions. Most importantly this technique allows us to see patterns of behaviour in a real context.

What you get

The reason we use design research is to reveal a deep understanding of people and to gain insights that shape innovation opportunities.

We present design research in a number of different ways and formats depending on the user research method used and project needs. Either way they are always illustrative, contextual, and diagrammatic.

Shadowing

When to use it

Design research is often used at the early stages or conception of a project. However certain methods can be used at later stages for testing and verifying. Design research is made up of a number of different empathic user research methods. As designers we feel it is important for us to plan and conduct the methodologies - as during these stages inspiration and ideas are starting to form and shape for the following innovative stage. We also recommend clients attend our design research stages to not only understand the users but the approach we adopt. 

Empathetic user research methods

• Contextual interviews
• User journals
• Personas
• Shadowing and Observation

Observation