FA 102D: Class Notes from Week Four

Ethnographic Research:


How are women’s pants organized in a store?

-Size, color, pattern, style

v.s. How are they organized in a woman’s closet?

– Women organize socks and legwear to coordinate outfits


*”Industry Centric Point of View”

– reflects the way that the business behaves internally, NOT the way that the customer’s operate

“Ethnographic research is different because you go in ‘like a martian'”; without knowing the answer.



“Making the familiar Strange”

– don’t judge

– “unpack it”: take apart assumptions and ideas in order to reveal some new truth

– question your own judgement

i.e.: Greeting

– different behavioral ques that indicate availability to communicate

– is technology in the way

– behavioral ques are usually “subtle and sophisticated”


Bicycles (England)- video camer on the bicycle helmet

– Not documentary film making

– Point of view of Bicycle Rider

– Subtitles


Organize books in a library, organized by feeling



Anthropology – the study of humankind

User Experience (UX) – the overall experience of a person using a product, such as a website or a computer application, in terms of how easy or pleasing it is to use.

Mandate – task

“bring stories from the outside world into the company”

What’s in your car?

– not just technology

– there are needs that the car does not meet

– they mix (i.e. iPads and iPhones in car)


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