video ethnography: industrial strength
DESCRIPTION
Note: The usual weirdness when exporting from Keynote. For some reason, sometimes the type turns blue for no reason. And other assorted typographical munging of shadows, etc. _______________________________ Wielded correctly, video ethnography is one of the most powerful tools in the UX professional's toolkit. It allows for unfiltered voice of the customer to drive design decisions and more importantly, is extremely advantageous in influencing key decision makers. This presentation covers the basics and provides additional tips to avoid situations any rookie is liable to make. Armed with no more than some inexpensive to moderately priced tools and some planning, you can take your future data-inspired projects to the next level. But like any powerful tool (think chainsaw), there can be downsides. Let my mistakes be your guide in avoiding pitfalls. What You Will Learn: What is ethnography, specifically video ethnography? How to prepare for working in the field Quantify the data Completing the report Case Study Lessons learnedTRANSCRIPT
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Joe Dyer, ux manager Sabre travel network
video ethno
graphyindustrial strength
@JoePLANET
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@JoePLANETexperience Designer. musician. father.a word about me
MANAGER, USER EXPERIENCESENIOR UX DESIGNERSENIOR INFORMATION ARCHITECTUX ARCHITECTSENIOR WEB PRODUCERINTERACTION DESIGNERDIRECTOR OF NEW MEDIAVIDEO PRODUCERadjunct college instructorCOMBAT CAMERA TEAM LEADERcaptain, united states air force
titles i have held
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what makesthis soindustrial?
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what makesthis soindustrial?
vocDATA
VIDEO yeah, i really like lists of three
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cocktail of influence
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Sectionwhat is video ethnography
1
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@JoePLANET
1. The study of cultures
2. The study of human social phenomena and communities
3. Considered a branch of cultural anthropology
ETHNO+GRAPHY =
ethnographyFirst, what is ethnography?
“As UX Designers, we’re primarily concerned with how we can use such research to solve a problem through the introduction or revision of technology.” - Nathanael Boehm
cita%on: 001
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@JoePLANET
Ethnography is the social equivalent of usability testing.
- Nathanael Boehm
ethnographyFirst, what is ethnography?
cita%on: 001
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@JoePLANET
VIDEO+ETHNOGRAPHY =
ethnographyFirst, what is ethnography?
1. Observation, including filming of practitioners
2. The study of observed behaviors for improving product or service
3. The use of obtained footage and direct voice of the customer
As UX Designers, this is familiar territory.
cita%on: 002
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@JoePLANET
To design a system, it’s important to first understand how the people on teams work together and/or within their environment.
you can still apply the techniques of1-on-1 interviews, focus groups, surveys, and card sorts to extract that information, it’s also important to observe subjects in action while they work.
ethnographyFirst, what is ethnography?
PASSIVE OBSERVATION & INTERVIEWS
@JoePLANETcita%on: 003
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2types of field notes
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@JoePLANET
ethnographyFirst, what is ethnography?
ETHNOGRAPHIC FIELD NOTES
Describe the physical aspects of the work
environment including:
• the layout of workstations
•desk space and clutter
•collaboration and conversation areas
descriptions of the scene
@JoePLANETcita%on: 003
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@JoePLANET
ethnographyFirst, what is ethnography?
ETHNOGRAPHIC FIELD NOTES
Taking notes of observations is not enough
you Must be able to analyze all notes and present analysis - in a meaningful, and credible way
photography and video
@JoePLANETcita%on: 003
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@JoePLANET
Preparing for Field Work
In the Field
Analyzing Dataand Identifying
ActionableOpportunities
Creating Videoand Other
Deliverables
Ongoing engagement and collaboration stakeholders and leadership
ethnographyFirst, what is ethnography?
OUR PROCESS
@JoePLANETcita%on: 004
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Sectionpreparing for field work
2
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@JoePLANET
goals
field workanother list of three
geardocuments
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@JoePLANET
general research questions
field workhow to prepare
goalswhat are you trying to improve? to solve?
cita%on: 004
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@JoePLANET
organizational alignment?
goals
field workhow to prepare
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warning
@JoePLANET
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@JoePLANET
•team resources•editing•fieldwork travel•gifts
budgetary concernsfield workhow to prepare
goals
cita%on: 004
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@JoePLANET
gear@JoePLANET
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@JoePLANET
LIGHTS CAMERA tractionthe essentials @JoePLANET
Canon EF 50mm f/1.8 II
DSLR CAMERA BODY
Canon EF 50mm f/1.4
128 GB HI-SPEED SD
TRAVEL TRIPOD
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@JoePLANET
ephemera and odd bitsworth their weight in gold in a pinch @JoePLANET
6-FOOT USB CABLEPOWER PLUG
ADAPTER
POWER PLUG ADAPTER
iPAD PHOTO KIT
CF cardreader
usb snake light
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@JoePLANET
the apple ipada swiss army knife of field notes @JoePLANET
use as a preview monitor for still photos and video
iphoto app for post production
imovie app for hi-level editing
storage for maxxed SD cards
data-collection
ULTIMATE CAMERA ACCESSORY
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@JoePLANET
documents
field workhow to prepare @JoePLANET
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@JoePLANET
documents
field workhow to prepare
a call screener gain access
a model release organizational alignment
standardized notes quantify the data
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Sectionquantify the data
3
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@JoePLANET
par$cipant a par$cipant b par$cipant c par$cipant d
38%
29%
24%
10%
back off, man! I’m a scientist
QUANTIFY THE DATAOh, people can come up with statistics to prove anything, Kent.40% of all people know that. - Homer Simpson @JoePLANET
cita%on: 005, 007
nothing helps clarify product design and ux activities quite like reliable data
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@JoePLANET
quantify the dataopen and closed interview questions
how tostructure interview questions
open and subjective
closed
andobjective
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@JoePLANET
TENURE
THINGS YOU WOULD CHANGE
CURRENT TOOLSOVERALL RATING (1-9)
WEB SITES USED
what about this feature?
HARDWARE/ENVIRONMENT
rank the ORDER OF IMPORTANCE
WORTHY OF MENTION
number of years
subject voc
inventoryquantifyinginventory
subject voc
inventory
subject voc
subject voc
#
#
####
#
#
#
quantify the datatypes of things to ask during the interview
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inthe
fieldp r o c e e d w i t h c a u t i o n
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videoprodtips
for interviews
@JoePLANETcita%on: 004
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for interviewsvideo production tips
• Use an unobtrusive tripod to stabilize your shots
• Avoid panning and zooming of
camera.
• think like you are shooting a documentary; minimal
CAMERA PLACE MENT & MOVEMENT
• Get physically close to your subject
• Place camera at eye level with
the subject
• Frame your interview to give your speaker enough head room
• Select a neutral background
@JoePLANETcita%on: 004
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The videographer should refrain from note-taking whenever possible
the interviewer
thevideographer
@JoePLANET
InterviewTimewith Finn and JAKE
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putting it all together; documentary does not mean dullvideo production tips
eye level
external Mic
neutral background
close to subjectframe the interview
Off-axis, 2-camera shot
@JoePLANET
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crisp subject
soft bokeh@JoePLANET
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but you already knew this stuff, right?lighting tips
• Make sure you have enough light for a quality exposure
• Do not place your subject in front of a window(avoid backlight)
• close curtains and blinds and turn on room lights
• try not to mix sunlight and indoor lighting
@JoePLANETcita%on: 004
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NO FBI INFORMANTS
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because $200 cameras don’t have $200 microphonesaudio INTERVIEW tips
• BE A QUIET, ACTIVE LISTENER - BE EMPATHETIC - NOD, DON’T TALK - DON’T SAY ‘UH HUH”
• ALLOW SUBJECT TO COMPLETE SENTENCES BEFORE SPEAKING.
• GET CLOSE TO THE SUBJECT PHYSICALLY WITH A MIC
• REDUCE ANY AMBIENT NOISE YOU CAN
• BRING A FEW BATH TOWELS IF YOU CAN TO COVER TABLES
• if you can use an external mic, use it
@JoePLANETcita%on: 004
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Sectionthe final report
4
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ingredients of the final report @JoePLANET
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@JoePLANET
THE FINAL REPORTESTABLISHING SHOTS
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@JoePLANET
THE FINAL REPORTDETAILED SHOTS
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@JoePLANET
use of sticky Notes
THE FINAL REPORTDETAILED SHOTS
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@JoePLANET
THE FINAL REPORTDETAILED SHOTS
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THINK PERSONAE
THE FINAL REPORTINDIVIDUAL DOSSIERS @JoePLANET
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THE FINAL REPORTputting all the parts together
dossiers
stillimages
written analysis
edited video
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dossiers
stillimages
written analysis
edited video
voice of the customer
tons o’ data
video, the new powerpoint
remember how powerful this is?
TELEVISION
DATA-INSPIRED
VOC
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generalquestions
selectsubjects
gainaccess
collectdata
interpretdata
assemblereport
deliverresults
standardized field notes
Video interviews
establishing/detailed photos
edit video
PUTTING IT ALL TOGETHER
@JoePLANET
video ethnographyindustrial strength
a plan for conducting video ethnography
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Sectiona case study
5
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The following tale of video ethnography is true. And by true, I mean false. It’s all lies. But they’re entertaining lies. And in the end, isn’t that the real truth? The answer is, No.
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c h a p t e r 5 : t h e s e v e n g e r m a n a g e n t s
- h e r g É -
t h e a d v e n t u r e s o f
Joe Joe
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germany
kÖln
hamburg
Mönchengladbach
AGENCY VISITS7 LOCATIONS8 interviews3 citiesAgents were observed and interviewed for 90-120 minutes.
c h a p t e r 5 : t h e s e v e n g e r m a n a g e n t s
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c h a p t e r 5 : t h e s e v e n g e r m a n a g e n t s
actual slide used to update the project team circa: dec 2011
BY THE NUMBERS
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c h a p t e r 5 : t h e s e v e n g e r m a n a g e n t s
user demographic datacurrent likes and dislikesProduct a vs. product Bcensored
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SectionLessons learned
6
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ApolloCreed
ApolloCreed
‘school of hard knocks’
@JoePLANETcita%on: 008
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@JoePLANET
lessons learnedaka ‘the apollo creed school of hard knocks’
callcenters
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move the interview location
@JoePLANET
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privacy laws
@JoePLANET
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@JoePLANET
lessons learnedaka ‘the apollo creed school of hard knocks’
plan ahead
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warnedbe
@JoePLANET
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stickto
your forms
@JoePLANET
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@JoePLANET
ADDITIONAL LESSONS ...
1. Off-camera audio is better for compression and equalization but harder to edit
2. Paying participants was harder
3. videographer should’t have been taking notes
4. The effects of looking so darn good
“How much did we pay for this again?!”
lessons learnedaka ‘the apollo creed school of hard knocks’ @JoePLANET
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on the oh so deliciously fun
nightmare that can be video editing
some thoughts
@JoePLANET
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LISA: OK, I finished editing the gardening sequence.
HOMER: OK, from here we star wipe to a glamour shot of Flanders paying his bills, then we star wipe to Flanders brushing his teeth.
LISA: Dad, there are other wipes besides star wipes!
HOMER: Why eat hamburger when you can have steak?
don’t take any production cues from this guyvideo production tips
@JoePLANETcita%on: 006
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thinkPbs
video ethnographyindustrial strength
@JoePLANET
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video production tips
imovie
adobe premiere
final cut pro
there is no shortage of choices in software
EDITING SUITES
@JoePLANET
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generalquestions
selectsubjects
gainaccess
collectdata
interpretdata
assemblereport
deliverresults
standardized field notes
Video interviews
establishing/detailed photos
edit video
IN CLOSINGvideo ethnography
industrial strength
@JoePLANET
process recap
field prep
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influencers drink ingredients supergroup members
voc cobra fang juice jimi hendrix
data hydrogen bitters Sting
video Old Panther michael jackson
@JoePLANET
IN CLOSINGLIST OF THREES recap
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@JoePLANETfinest ux team in the trav tech industrymeet my team
BLAKE RAMICKsenior ux designer
MARY POEsenior ux designer
CHRISTINE IMAIZUMIsenior ux designer
YOUNG KIMsenior ux designer
we’re hiring
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cita%on 001:Ethnography entry on wikipedia: h>p://en.wikipedia.org/wiki/Ethnography
Nathanael Boehm quote: h>p://www.uxma>ers.com/mt/archives/2010/06/ethnography-‐in-‐ux.php
cita%on 002:Video Ethnography entry on wikipedia: h>p://en.wikipedia.org/wiki/Video_ethnography
cita%on 003:Ethnography in UX by Nathanael Boehm: h>p://www.uxma>ers.com/mt/archives/2010/06/ethnography-‐in-‐ux.php
cita%on 004:GeQng Started in Video Ethnography by Kaiser Permanente: h>p://kpcmi.org/news/ethnography/video-‐ethnography-‐tool-‐kit.pdf
cita%on 005:Ghostbusters (1984) h>p://www.imdb.com/%tle/>0087332/“Back off man, I’m a scien%st” h>p://www.youtube.com/watch?v=sEbSABWJiJc
cita%on 006:Simpsons episode BABF10, ‘Alone Again, Natura-‐Diddly’ h>p://www.snpp.com/episodes/BABF10
cita%on 007:Simpsons episode 1F09, ‘Homer Vigilante‘ h>p://www.snpp.com/episodes/1F09.htmlHomer’s Sta%s%cs quote: h>p://www.youtube.com/watch?v=1j2Duy_xzEA
cita%on 008:Apollo Creed School of Hard Knocks is a bona fide internet meme: h>ps://www.google.com/search?aq=0&oq=apollo+creed+school+of+hard+&sugexp=chrome,mod=14&sourceid=chrome&ie=UTF-‐8&q=the+apollo+creed+school+of+hard+knocks
Presenta%on based on a highly modified template by Tamauro: h>p://graphicriver.net/user/Tamauro
references
Created while listening to what’s going on by marvin gaye and kind of blue by miles davis
photos used in this presentation are split evenly between my own photography and some stock photos from photos.com copyrighted images used under fair use and obtained with google