Design Ethnography
Design Futures/Fiction
The study of people and cultures to understand their behaviors, values, and needs. Design ethnography is used in speculative design to ground future scenarios in a deep understanding of current social practices.
In practice
In the research phase of the design process, design ethnography involves studying and understanding the cultural context, behaviors, and interactions of users within their natural environments. Designers use ethnographic methods, such as observations and interviews, to gain insights into user experiences, preferences, and needs. Design ethnography informs the design process by providing a rich understanding of users' perspectives and cultural nuances, fostering more empathetic and user-centered design solutions.
Questions
What is Design Ethnography?
Design ethnography studies people in their own context (homes, workplaces, streets) to understand behaviour that they could not describe in an interview.
Why do you use Design Ethnography?
What people say they do and what they do differ, usually in the ways that matter most. Being present is the only reliable way to see the difference.
How do you use/apply Design Ethnography?
Spend time in the setting, observe before asking, record what happens rather than what you expected, and analyse for patterns rather than anecdotes.
When do you use Design Ethnography?
Early, when the problem is still being defined and the team's assumptions are strongest.
Who uses Design Ethnography?
Design researchers and ethnographers, ideally with designers present rather than reading the report.
