How do you apply design ethnography to identify unmet user needs and opportunities?

Preparation for user observation is the backbone of effective fieldwork; it turns raw curiosity into actionable insights. How are you ensuring that your research setup is thorough and respectful, paving the way for meaningful and ethical findings?

Many unmet needs are latent and in some cases hard to be verbally expressed and articulated. To overcome this hurdle you may rely on observation, more than you rely on questioning. The strategic use and placement of relevant props during observation is key. Equally important is the smart allocation of respondent tasks that may evoke certain behavioural patterns, which may subsequently reveal previously undiscovered insights. Somewhere in that space you will spot unmet needs. Now, whether those spotted unmet needs are relevant to your customer's business or not, is a different discussion.

To apply design ethnography effectively, start by planning thoroughly. Define what you want to learn and how you’ll gather the information. Choose the right people to study and decide where and how to observe them. Make sure you have all the tools you need, and plan how you’ll record your observations. Always get permission from the people you’re studying, and be sure to respect their privacy and cultural norms. This preparation sets the stage for uncovering real user needs and opportunities.

Here at Fellow Consulting, we prepare for the field by considering: - establishing the questions that the research should answer; - identifying the assumptions and doubts of different areas (e.g.: business, finance, technology, marketing, etc.); - doing desk research. In it, we seek information from both the market and the public. And, when we consider studying the public, we go beyond the current one. Sometimes, we carry out an anthropological study to understand the "base" of some behaviors.

Como toda investigación, la etnografía de dise?o debe comenzar con una etapa de planificación en la cual definimos metas, objetivos, procesos y formas de recopilar, analizar y comunicar la información. De esta forma podemos prepararnos y tener todos los materiales necesarios para llevar a cabo la investigación.

Más que la interacción misma con los usuarios estas son las técnicas de investigación que vamos a aplicar durante la etnografía de dise?o. Por tanto, debe estar bien definido cómo vamos a llevar el proceso, y cómo nos relacionaremos con los usuarios. Por ejemplo, hay distintos niveles de participación tanto de los usuarios como de los dise?adores, también hay distintos aspectos éticos de estas relaciones que es importante definir con anticipación.

Building rapport in the field isn't just about gathering data; it’s about truly understanding the user experience from the inside out. How do you adapt your approach when unexpected insights or situations arise during your research?

In design ethnography, engaging with users is key. Use methods like observation and interviews to understand their daily lives and challenges. Be ready to adapt your approach based on what you learn. This helps you spot unmet needs and new chances to improve your design.

At this stage, the main objective is to analyze behavior as the main data. We consider attitudinal data as a complement, which will help to better understand behavior. With this, we try to access the "latent"; what is asleep.

We have a number of techniques we teach our clients and team members but the most effect and powerful is the Awkward Silence. Allow your user to talk and fill the space. Let them show you what think and believe. Therefore, ask a question and trust your question. Allow space and time for the participant to answer and think more deeply about their answer. Rather than rescue them with an interruption or another question, wait. Wait and see what more is underneath the surface and allow the awkward silence to be filled by your User, let them share more and more. This technique has always been the most fruitful in our research interviews. It should be 90 % the User and only 10% moderator talking, if possible. Allow for Awkward Silences.

When using design ethnography, it’s important to record your observations carefully. Take detailed notes, photos, or recordings that capture user behavior and interactions. Be organized and critical, choosing the most relevant information. Stay aware of your own biases as they can affect your understanding of the data. Use tools like notebooks or apps to keep your data in order. This careful collection is vital for identifying what users really need and where your design can improve.

Capturing user data effectively is like painting a vivid picture of their world, but with a critical eye to ensure accuracy and relevance. How are you balancing thoroughness with selectivity to avoid information overload while still gaining deep insights?

Data analysis isn’t just about crunching numbers; it’s about uncovering stories and opportunities that drive innovation. How are you ensuring that your analysis translates into actionable insights that can transform user experiences?

We rarely see courses or materials teaching how to analyze qualitative data. So, we usually work with four ways of analysis: - triangulation; - atomic; - coding; - context map. It is worth testing them, as a way of aligning the team and searching for a consistent analytical construction.

Synthesis and Analysis takes a long time. We have multiple layers of synthesis in our process. After the first interview, take time to write down yoru thoughts, then share, we call this the 'Research Debrief.' Then after all the interviews are done host a synthesis session. Bring all the raw data and debrief notes together and see if you can begin to see interesting patterns or outliers. What maps and models can you begin to make from the data? Remember data is not an insight. An insight is a finding that provokes action or emotion. Then try to map or model your learnings. Discuss the maps and models, analyze the impact for your business, then develop a strategy. The analysis is on going and cumulative and can take months to complete.

Design ethnography involves immersive research methods like observations, interviews, and contextual inquiries to deeply understand users' behaviors, motivations, and pain points within their natural environments. To apply design ethnography effectively, start by collecting rich qualitative data from your target users. Pay close attention to patterns and nuances in their daily routines, challenges, and workarounds. Next, synthesize your findings by mapping out user journeys, creating personas, and identifying common themes. This helps you see where users encounter friction or unmet needs. Use these insights to brainstorm and prioritize solutions that address these gaps.

Communication of results needs to be well prepared. It goes beyond analyzing the data. We need to know who the "consumers" of the results will be in order to develop the best way to communicate. The greater the seniority, the leaner and higher level the deliverables should be. e.g.: one page, main takeaway, etc. For tactical and operational teams, I focus on highlighting as many granular details as possible. Regardless of the audience, I usually work with 3 hierarchies of information: - main: high-level constructions; - secondary: help to provide context; - tertiary: details.

Communicating your findings isn’t just about sharing data; it’s about crafting a narrative that inspires action and aligns everyone with the user’s needs. How are you ensuring your presentations and reports not only inform but also motivate your team to implement meaningful changes?

The appendix is your best editor. Oftentimes researchers try to put all their learnings into a deck or presentation. We advise thinking about what are key tensions, the key learnings that are most impactful for your business. Each slide should have one key insight and some supporting data. A slide should not be full of words or even paragraphs, but only try to drive home one key point.