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DT Unit 3

The document discusses ethnographic research as a qualitative method for understanding cultural and social contexts, highlighting techniques such as participant observation and digital ethnography. It differentiates between user experience (UX) and user interface (UI), emphasizing the importance of emotional responses and visual design in product interaction. Additionally, it outlines approaches to studying user experience, common challenges users face, and suggests that these challenges can be transformed into opportunities for improvement.

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jervis tony
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3 views6 pages

DT Unit 3

The document discusses ethnographic research as a qualitative method for understanding cultural and social contexts, highlighting techniques such as participant observation and digital ethnography. It differentiates between user experience (UX) and user interface (UI), emphasizing the importance of emotional responses and visual design in product interaction. Additionally, it outlines approaches to studying user experience, common challenges users face, and suggests that these challenges can be transformed into opportunities for improvement.

Uploaded by

jervis tony
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Research

in Design
thinking

MODULE 3
ETHNOGRAPHIC RESEARCH
It is a qualitative method rooted in anthropology that focuses on
understanding cultural, behavioural and social context of a group or
community

TECHNIQUES:

Participant Observation
Interviews : Conducting in depth or semi-structured interviews to
explore users’ experiences, beliefs and attitudes.
Cultural probes: It is about providing participants what they look for
and document their daily lives, thoughts and emotions.
Contextual enquiry: It is about observing and interviewing users in
their environment while they perform specific tasks.
Digital ethnography: Studying online communities and understanding
the users’ perceptions through social media or any form of digital
interaction.
USER EXPERIENCE AND
USER INTERFACE
UX or user experience encourages the understanding of the
emotions, perceptions and responses while interacting with
a product, service or system. this can include positive
moments of delight, frustration or anything in between.

User interface (UI) focuses on designing and


arranging the visual elements, components, and
interactive aspects of a product, service, or system.
It emphasizes how users perceive and engage with
these elements, shaping their ease of use,
accessibility, and overall satisfaction.
APPROACHES TO STUDY USER EXPERIENCE

Journey Mapping
You document the user’s journey through similar touch points to
identify highs and lows.
Usability Testing
Observe how users interact with a prototype or product to assess the
ease of use and satisfaction level.
Net promoter Score(NPS)
To gauge user loyalty and willingness to recommend the product, NPS
is used.
Emotional Mapping
Track emotional states addressing key moments of interaction.
CHALLENGES TO USER EXPERIENCE
WHAT ARE THE COMMON TYPES OF CHALLENGES
USERS FACE?

Complexity - The interfaces/process


might be too complicated to
understand
Bugs or errors - Achieve zero defect
density rate to ensure good experience
Lack of clarity
Accessibility barriers
Performance issues

ALL THESE PROBLEMS CAN BE TURNED TO OPPORTUNITIES TO


ENSURE A BETTER USER EXPERIENCE
THANK
YOU

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