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Kaitlyn Shire Professor Klinkowstein
Selected Business Article:
What the sleep doctors won’t tell you
http://www.bbc.com/capital/story/20140902-how-to-pull-an-all-nighter
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Kaitlyn Shire Professor Klinkowstein
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Kaitlyn Shire Professor Klinkowstein
• Pulling an all nighter is risky
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Kaitlyn Shire Professor Klinkowstein
• Keep warm, drink coffee, prepare
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Kaitlyn Shire Professor Klinkowstein
• Nourish yourself, eat protein
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Kaitlyn Shire Professor Klinkowstein
Setting / Activity for Ethnographic Observation:
Students preparing for exams
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Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
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Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
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Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
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Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
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Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
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Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
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Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
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Kaitlyn Shire Professor Klinkowstein
• Most people at the gym in the morning are tired even before their workout.
Ethnographic Research Observations
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Kaitlyn Shire Professor Klinkowsetin
• I witnessed people walking into the gym yawning and looking as if they just woke up.
Ethnographic Research Observations
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Kaitlyn Shire Professor Klinkowstein
• After people at the gym finished running, many grabbed their water bottle to rehydrate before moving on.
Ethnographic Research Observations
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Kaitlyn Shire Professor Klinkowstein
• Many people chose to sit on the chairs outside of the work out area before walking home.
Ethnographic Research Observations
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Kaitlyn Shire Professor Klinkowstein
• Almost everyone walking out was sweaty and partially out of breath.
Ethnographic Research Observations
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Kaitlyn Shire Professor Klinkowstein
• Before and after working out, people appear to be tired.
Ethnographic Research Findings
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Kaitlyn Shire Professor Klinkowstein
IDEO TSA Project
• IDEO had to make airport check points a calmer environment for passengers to make potential threats stand out.
Ethnographic Reading Summary
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Kaitlyn Shire Professor Klinkowstein
IDEO TSA Project
• A training system was designed for TSO’s to emphasize the study of human behaviors
Ethnographic Reading Summary
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Kaitlyn Shire Professor Klinkowstein
IDEO TSA Project
• TSA was designed to help us never forget 9/11.
Ethnographic Reading Summary
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Kaitlyn Shire Professor Klinkowstein
Ethnographic Research- Who are the users?
• Ethnographic research is essential to the design research process.
Ethnographic Reading Summary
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Kaitlyn Shire Professor Klinkowstein
Ethnographic Research- Who are the users?
• IDEO observed and interviewed passengers at TSA to have a better understanding of the culture.
Ethnographic Reading Summary
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Kaitlyn Shire Professor Klinkowstein
Ethnographic Research- Who are the users?
• The findings led IDEO to change the physical layout of the airport and lobby.
Ethnographic Reading Summary
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Kaitlyn Shire Professor Klinkowstein
Going Deeper, Seeing Further
• Ethnographic researchers need to look for less obvious ways to inform our thinking.
Ethnographic Reading Summary
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Kaitlyn Shire Professor Klinkowstein
Going Deeper, Seeing Further
• By listening to people interact, watch their behavior, and study their culture we see the world the way they do.
Ethnographic Reading Summary
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Kaitlyn Shire Professor Klinkowstein
Going Deeper, Seeing Further
• Ethnographic research must keep evolving as we do, because as people change, so do their needs.
Ethnographic Reading Summary
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Kaitlyn Shire Professor Klinkowstein
• “Coca-Cola refreshes you best.” Coca-Cola
• “Share moments. Share life”- Kodak
• “Eat fresh”- Subway
Tagline Research
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Kaitlyn Shire Professor Klinkowstein
• “Sleep well.”
New Tagline
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Kaitlyn Shire Professor Klinkowstein
Raw Background Images
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Kaitlyn Shire Professor Klinkowstein
Blurred Background Images
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Kaitlyn Shire Professor Klinkowstein
Image and Tagline Study
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Kaitlyn Shire Professor Klinkowstein
Infographic Elements
• App• Sound• Touch• Better grades• Improved mental health• Improved physical health
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Kaitlyn Shire Professor Klinkowstein
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Kaitlyn Shire Professor Klinkowstein
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Kaitlyn Shire Professor Klinkowstein
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Kaitlyn Shire Professor Klinkowstein