Simple Ethnography

How to run it

1. 1

   Explain the challenge and current context to the participants. (5 min)

2. 2

   Identify observation sites and individuals to shadow for in-depth user experience insights. (5 min)

3. 3

   Participants silently observe interactions and activities, recording details and reflections. (10–180 min)

4. 4

   Select observed behaviors that offer novel solutions and interview individuals about their experiences. (20–180 min)

5. 5

   Reconvene to share notes using the 1-2-4-All method, identifying patterns and exceptional solutions. (15 min)

6. 6

   Document observations or create stories highlighting needs and opportunities. (10–20 min)

7. 7

   Integrate insights into brainstorming and prototyping activities. (10 min)

8. 8

   Repeat steps as necessary until a strong new approach is developed.

Tips

• Encourage participants to remain open-minded and avoid jumping to conclusions too quickly.

• Repeating steps may be necessary to uncover a particularly strong prototype.

• Pay attention to subtle, often overlooked details that may provide valuable insights.

Variations

Consider using a storytelling framework like the Hero's Journey to structure observations. Encourage participants to create drawings or models, which can yield deeper insights. Include clients in observations by having them record their own behaviors and share them with the group.