Ethnography in UXDesign

EOI: 10.11242/viva-tech.01.04.178

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Mithila Kundapur,Prof.Pradnya Mhatre, "Ethnography in UXDesign", VIVA-IJRI Volume 1, Issue 4, Article 178, pp. 1-4, 2021. Published by Computer Engineering Department, VIVA Institute of Technology, Virar, India.


By doing ethnographic research, UX designers can reap several key benefits for making a long term, multi-legged UX strategy.Ethnography is an experiential research method which means that the researcher experiences the environment while observing it.Ethnography is a long-term engagement with a consumer cultural group, collecting data through observation, key informant interviews and textual material in their natural settings, and analyzing it using the worldview and understanding of cultural protocols used within the community. This research allows design-thinkers to develop and place a product within a community that aligns easily and fills a gap that can be understood only from within the group.The purpose of ethnographic research is to put yourself in the shoes of those you’re observing, get into their heads, understand their perspectives and expectations, and accurately record and share that gained knowledge in an objective way that you can then use to support design decisions later.You can do this through either: passive observation—as though you were a fly on the wall. active participation—by becoming a member of the team for a week and learning how to do the job—assuming you’ve got the prerequisite qualifications and experience.


design, experience, ethnography,research, UX


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