Tuesday, August 14, 2007

Successful products through observation

More examples of ethnography in experience designs ...

"Back in June I wrote an article on designing web applications through ethnography - by seeing real people in the real world, engaged in actual activities and solving real problems. That post got quite a lot feedback both in comments as well as emails, so I thought an update was due with examples of how other companies use ethnography in their experience designs.

... Ethnography at Intel and IBM

Hemispheres Magazine (from United Airlines) has also a very good article on how corporations like Intel and IBM use ethnography to look ahead and enter (or create) markets ahead of competition. Make sure you read this article as well.

In addition to helping with the development of products, ethnography also can be used to direct corporate strategy, says Ken Anderson of the people and practices research group at Intel Corporation. Anderson oversees the innovation team within the digital health group at Intel. “It’s not about developing a particular product, but opening a space that had been untapped,” he says.

Inspired? Act on it.

Ethnography isn’t just for huge market cap corporations - it can and should be used in any product-oriented or service-oriented business. Chances are if you are reading this blog, you are either an entrepreneur or someone who’s passionate about the web and design. You should be acting upon these examples.

How can observation help you launch a successful product or service? What would do you differently if you looked at your target audience more deeply? Quite a lot, most likely. Here’s how you get started if you don’t have the budget or a product: carry a notebook, note down problems you have in your daily life, or problems you see other people have. You’ll likely come across solutions to these problems, and you know what that means."    (Continued via Webreakstuff)    [Usability Resources]

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