Ethnography focuses on the search
for meaning and making sense of the human condition. They often study people in
different ways to go beyond what’s on the outside and search for a deeper
meaning.
While observing the user it is
important to consider the cultural norms. In other words, what “makes sense” to
the audience? Another thing to look for is the processes of how cultural
activities let us design and convey message to people at the right points in
their journey. Meaning surrounds everything we do. Ethnography helps uncover how
the meanings around the world come about. Be sure to look for what is going on
in physical space such as body language, posture, and interactions between
people.
The overall steps within the
ethnographic process focus on how to begin by defining the problem, and
finishing with a defined opportunity. I found this very similar to the points
given in the Design Moves. The steps
within the design process are nearly identical in terms of how to begin, and
how to finish.
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