ETNOGRAPHYapplied- design- video-

Søren Bolvig Poulsen bolvig@hum.aau.dk

2016

Products are in a significant transition (Dourish 2001)

- focus on the users experience of the products

Djajadiningrat and Overbeeke(2001) suggest: think of design as a

‘context of experience’ rather than the design of products

‘Object centred‘ ‘Experience centred’

“… to really succeed, these products must be reconciled to the needs and values of the individuals, societies, and cultures to which they are being target.”

(Buxton 2007)

How to create VALUE?

How to create VALUE?

An iterative process of applying video

(Ylirisku& Buur2007)

From solving design problems to choosing a focus (Ylirisku& Buur2007)

Wicked problems -the problems addressed by designers are not tame

“The formulation of a wicked problem is the problem! The process of

formulating the problem and of conceiving a solution (or re-solution) are

identical, since every specification of the problem is a specification of the

direction in which a treatment is considered.”

(Rittel & Webber 1973)

Hvad er det vi tilstræber?

User friendly

Function Appealing

RelevanceSerious impact

Minor impact

Human factors

Human actors

Aim at . . .

Fieldwork

Replacing a mechanistic way of doing “requirements elicitation” (Hughes &al 1994)

–Work and life is more complex than in ‘flow charts’, procedural manuals or even interview accounts

–Focus on practices, actions, doings rather than on categories and properties of objects, artefacts, designs

-Embrace complexity the following days to gain new insights

Why ethnography?

Look for the ‘good stuff’.... 1.27

”You want to go there with your mind as open as possible.

You want to be surprised and you want to let yourself be

surprised, and you want to put yourself where you can be as

surprised as possible, and then you wonder what it is like, how

does it hang together, what is the picture, and what should

be your stimulus to intellectual work analysis.” Barth in Sperschneider, 2000

open mind

You will become surprised. . . . and then you will know what your expectations were!

•Surprise can be

–Undesirable (for example, scary)

–Desirable (for example, exciting)

•No surprise can be

–Undesirable (for example, boring)

–Desirable (for example, comforting)

(Ylirisku& Buur2007)

The ethnographer looks for generalities;

the designer looks for specifics. The ethnographer avoids making judgments;

the designer is required to make judgments.

The ethnographer looks at a prolonged activity;

the designer requires information quickly. The ethnographer is concerned with analysis;

the designer is concerned with synthesis.

(Amy McCleverty, 1997)

design ethnography

Why ethnography?

Method: Situated interview

•Start with easy questions

•Prime the interview with self-documentation, or use observation as a help to being more

reflective

•Ask open questions rather than brief “yes” or “no” questions

•Provoke details through details: Ask concrete questions and provide a detailed context

•Get a real practitioner: Remember that someone who thinks s/he knows, such as the superior,

does not have the same relationship to the practice

•Ensure good sound quality: Use an extra shotgun (or wireless) microphone in noisy environments

Simulated use & Acting out

(in native settings)

•Frame the situation in a proper environment with appropriate tools

•Prepare props if future-oriented acting is desired

•Establish a relevant orientation: When, who, and what are usually good

facilitating questions

•Use video in the same way as in shadowing

Method: Shadowing (observing people on the move)

•Keep the person in the picture all times

•Follow what the user is doing and where his/her attention moves

•Use your feet to zoom

•Keep up with the pace of the user

•Remember that if you cannot hear, neither can the camera

•Let the video run continously

•Allow the “user” to control what can be videotaped

Apprenticeship & Co-exploring

•For designers

–Entering new realms of user contexts

and practices

–What is there, what may change in

the future

•For the users

–Triggers a reflective process

– Enable them to see their practices in new light

•A participatory task to move towards change

Fieldwork with video

video works

Video offers an opportunity to study who people are and what they do:

Who - learn about needs, values, experiences, beliefs, desires…

How - learn about skills, capacities, abilities, working routines…

Where - learn about the context and culture

Mads Vedel

dance, or ceremony, where so many elements are in motion together. In this situation human

memory and notebook recordings become wholly inadequate and highly impressionistic.

The special value of film lies in their ability to record nuances of

process, emotion, and other subtleties of behavior and

communication...” (Collier & Collier, 1999: 144)

”Only film or video can record the

realism of time and motion or the

pshychological reality of varieties of interpersonal

relations... In anthropology film or video is not only the

complete way of recording choreography, but also the

most direct way of analyzing communication,

Why video?

”Video-observation formår at gribe hverdagen og

fæstne processer i håndterbare teknologier,

der dag for dag bliver stadig mere tilgængelige for

den enkelte. Video-observation dokumenterer et

udsnit af virkeligheden og kommunikerer

budskabet på en umiddelbar og forståelig måde til

modtageren. Video-observation er situativ,

participatorisk og demokratisk i sit

væsen...”

(Botin et al. 2007, s. 131)

Why video?

sorry he is danish

bla bla manageble technologies bla bla

bla bla selected part of reality bla bla

bla bla situated, participatory & democratic bla bla

video works

Video offers the opportunity for a emphatic interpretation in addition to the rational interpretation - it allows people to be sensual, emotional and experiential.

“The mixture of analytic reasoning and sensual experiencing in perceiving and conceptualising meanings makes interpretation and art in itself. Video has the capacity to serve up details for analytical scrutiny as well as to provide verisimilitude that forsters empathic engagement with people and situations.” (Ylirisku & Buur p. 95)

- choose and define 5 areas of interest according to your

case

- create an interviewguide and practice it

- remember the ‘why’ questions

- agree on roles:

interviewers

in charge of camera

note-taker

photographer

other role (?)

To do:

….and now Louise will present a ‘LIVE case’

U-CrAc2015 // Søren Bolvig Poulsen // bolvig@hum.aau.dk // 08.09.2015

From observations to

innovationtracks as video snippets

How to make sence of it?

inspired by IDEO

proces of designethnography process

inspired by IDEO

* Videosnippets

* Object Theatre

* Customer Journey

proces of designethnography process

Do what you can, where you are, with what you have!

Teddy Roosevelt

NO - WE NEED MORE & MORE DATA!

- what is valuable to the user

- what surprised you

- what supports your expectations

- what challenges the initial idea

- what seems interesting without being able to

explain why

be quick, critical and thorough

Quit rigid transcription, but edit as you go along.

3.20 Laila explains the problem concerning communication 4.12 Shows a situation of misunderstanding the patient

video works

“Watching video collaboratively gives the viewers a

common frame for reflection even though they may not

experience the same thing. Video recordings make it

possible to review a situation several times to reveal

nuances and to share interpretations of what

happened.”

(Buur, Brandt & Binder 2000)

Laila explains the problem concerning communication

Shows a situation of mis- understanding the patient

Lack of information

Search for new knowledge

Different perspectives

Using FB via phone Homemade solutions

search for themes in the data

Laila explains the problem concerning communication

Shows a situation of mis- understanding the patient

Lack of information

Search for new knowledge

Different perspectives

Using FB via phone Homemade solutions

search for themes in the data

What causes the problem

How does the problem affect the situation

Laila explains the problem concerning communication

Shows a situation of mis- understanding the patient

Lack of infomation

Search for new knowledge

Different perspectives

Using FB via phone Homemade solutions

search for themes in the data

What causes the problem

How does the problem affect the situation

Initiatives for solving

the problem

HERE YOU CAN CHOOSE TWO PATHS:

1.COHERENT MOVIE2.VIDEO SNIPPETS

Shows a situation of mis- understanding the patient Lack of infomation

Search for new knowledge

Different perspectives

Homemade solutions

1.Coherent movie / video portrait

Introduction & problem

Challenge & consequence

Local initiatives

Laila explains the problem concerning communication Using FB via phone

Buur, Binder & Brandt 2007

Shows a situation of mis- understanding the patient Lack of infomation

Search for new knowledge

Different perspectives

Homemade solutions

1.Coherent movie / video portrait

Introduktion & problem

Challenge & consequence

Local initiatives

Laila explains the problem concerning communication Using FB via phone

Buur, Binder & Brandt 2007

“The video portraits are our first representation.

They set the stage for our design by being the first

attempt to portray the environment, the people

and the activities in a way that makes sense to us as

well as to the people portrayed”

Observation& Interpretation

Remember the difference between:

Sorry, only in danish. . . .

“...video snippets, fragments from the field study. The

fragments are gathered from video recordings made during the field studies. The snippets are not intented to give a complete picture of the practices, but glimpses of the practices that seem to be important to the practitioners or are interesting for the project as such.”

Martin Johansson 2005 PhD. dissertation

2. Video snippets coined by Johansson

2. Video snippets coined by Johansson

Laila explains the problem concerning communication

Shows a situation of mis- understanding the patient

Lack of infomation

Search for new knowledge

Different perspectives

Using FB via phone Homemade solutions

!

!

2. Video snippets in video card game.

Laila explains the problem concerning communication

Shows a situation of mis- understanding the patient

Homemade solutions

“… design interpretation calls for the capacity to identify

patterns that transcend individual observations of human

interactions, the skill to build new ideas on these, and the

ability to relate the whole to a design project’s aim.”

(Ylirisku & Buur 2007, p. 93)

!

!

2. Video snippets in video card game.

Laila explains the problem concerning communication

Shows a situation of mis- understanding the patient

Homemade solutions

. ‘Video Card Game’ is developed at Danfoss by Jacob Buur

. Seeking a new way of working with video analysis he found inspiration in “Happy Families” (children’s game)

. The activity is naturally occupied with the use of video and it is practiced as a game, where cards are used to represent video sequences – thereby the name ‘Video Card Game’

!

!

2. Video snippets in video card game.

Laila explains the problem concerning communication

Shows a situation of mis- understanding the patient

Homemade solutions

Video material is edited into small video sequences (20 sec. - 1 1/2 minute)

. A video card is a physical card (about 6x10 cm). A describing title and picture refers to a certain video sequence. The video cards are shared among the participants for observation, analysis, discussion and idea generation.

. Participant enter a activity, a game, in which they must use the cards actively in the collaboration and process of understanding the case at hand.

!

!

2. Video snippets in video card game.

Laila explains the problem concerning communication

Shows a situation of mis- understanding the patient

Homemade solutions

Welcoming and introducing

Watching video sequences in smaller groups

Forming themes together

Exploring themes in smaller groups

Structuring presentation

Presenting in the group

NB: We practice a more condense version – go to the literature for a description of the original version.

12.30-15.30 Meeting with case-partners

Aim: collective focus on possible future directions

Present your observations in a condensed manner (themes / insight)

Issues that you would like to negotiate with your case-partner

On Tuesday

We meet at 10. floor on monday

09.15 “Since we last time”

Speed lectures:Object Theatre / AneteDesign of Customer Journeys / Søren

On Monday . . .