1. UX PARIS
DESIGN & ETHNOGRAPHY
NICOLAS NOVA, 14.11.2012, PARIS
WWW.NEARFUTURELABORATORY.COM

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I ETHNOGRAPHY: PEOPLE, CULTURE, ARTIFACTS 24

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I ETHNOGRAPHY: ROLE OF CONTEXT 24
“If you want to understand what motivates a
guy to pick up skateboarding, you could
bring him into a sterile laboratory and
interrogate him... or you could spend a week
in a skatepark observing him interacting
with his friends, practicing new skills and
having fun. Ethnography is observing
people’s behavior in their own environments
so you can get a holistic understanding of
their world”
LiAnne Yu, cultural anthropologist

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II CASE 1: ACCELEROMETER-BASED ENTERTAINMENT 24
Project conducted with CEA/Movea/XP Team/WSG

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II ENTERTAINMENT SPACES 24

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II ENTERTAINMENT SPACES 24

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II ENTERTAINMENT SPACES / CREATIVITY 24

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II MOTIVATIONAL FACTORS: PRECISION 24

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II MOTIVATIONAL FACTORS: SENSATION 24

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II MOTIVATIONAL FACTORS: EXCITATION 24

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II MOTIVATIONAL FACTORS: PERFORMANCE 24

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II OPPORTUNITY MAPPING 24
Excitation
Sensations Performances
Precision

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II OPPORTUNITY MAPPING 24
Excitation
Hand-to-hand fights
Sensations Performances
Pocket light
Bowling
Sniper
Precision

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II PROTOTYPING 24
Prototyping by Etienne Guerry (XP Team)

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II PROTOTYPING 24
Prototyping by Etienne Guerry (XP Team)

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II PROTOTYPING AND TESTING 24
Prototypage Etienne Guerry (XP Team)

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II PROTOTYPING AND TESTING 24
Developed by Widescreen Game

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II PROTOTYPING AND TESTING 24
Developed by Widescreen Game

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III CASE 2: CURIOUS RITUALS 24

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III CASE 2: CURIOUS RITUALS 24

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III CASE 2: CURIOUS RITUALS 24

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IV CONCLUSION 24
‣ Propose product concepts, services,
communication that fit a need, a desire, a problem.
‣ Question opinion with field data: show people’s
life, reality check, understand the complex dynamic
of everyday life with its subtleties and specificities.
‣ Understand barriers to adoption of a product, a
feature, etc.
‣ Evaluate and prioritized concepts, ideas,
solutions.
‣ Criticize normative visions of the future (intelligent
fridge, augmented reality).
‣ Learn from a new culture or a new market.

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IV GOOD DESIGN = UNDERSTANDING OF USERS + DESIGNER 24

24. THANK YOU MERCI GRACIAS DANKE GRAZIE
NICOLAS NOVA
nicolas@nearfuturelaboratory.com
www.nearfuturelaboratory.com