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Design & Ethnography

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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 pic...

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Design & Ethnography

  1. 1. UX PARIS DESIGN & ETHNOGRAPHY NICOLAS NOVA, 14.11.2012, PARIS WWW.NEARFUTURELABORATORY.COM
  2. 2. 2 I ETHNOGRAPHY: PEOPLE, CULTURE, ARTIFACTS 24
  3. 3. 3 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
  4. 4. 4 II CASE 1: ACCELEROMETER-BASED ENTERTAINMENT 24 Project conducted with CEA/Movea/XP Team/WSG
  5. 5. 5 II ENTERTAINMENT SPACES 24
  6. 6. 6 II ENTERTAINMENT SPACES 24
  7. 7. 7 II ENTERTAINMENT SPACES / CREATIVITY 24
  8. 8. 8 II MOTIVATIONAL FACTORS: PRECISION 24
  9. 9. 9 II MOTIVATIONAL FACTORS: SENSATION 24
  10. 10. 10 II MOTIVATIONAL FACTORS: EXCITATION 24
  11. 11. 11 II MOTIVATIONAL FACTORS: PERFORMANCE 24
  12. 12. 12 II OPPORTUNITY MAPPING 24 Excitation Sensations Performances Precision
  13. 13. 13 II OPPORTUNITY MAPPING 24 Excitation Hand-to-hand fights Sensations Performances Pocket light Bowling Sniper Precision
  14. 14. 14 II PROTOTYPING 24 Prototyping by Etienne Guerry (XP Team)
  15. 15. 15 II PROTOTYPING 24 Prototyping by Etienne Guerry (XP Team)
  16. 16. 16 II PROTOTYPING AND TESTING 24 Prototypage Etienne Guerry (XP Team)
  17. 17. 17 II PROTOTYPING AND TESTING 24 Developed by Widescreen Game
  18. 18. 18 II PROTOTYPING AND TESTING 24 Developed by Widescreen Game
  19. 19. 19 III CASE 2: CURIOUS RITUALS 24
  20. 20. 20 III CASE 2: CURIOUS RITUALS 24
  21. 21. 21 III CASE 2: CURIOUS RITUALS 24
  22. 22. 22 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.
  23. 23. 23 IV GOOD DESIGN = UNDERSTANDING OF USERS + DESIGNER 24
  24. 24. THANK YOU MERCI GRACIAS DANKE GRAZIE NICOLAS NOVA nicolas@nearfuturelaboratory.com www.nearfuturelaboratory.com

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