Learn basic concepts to design on the basis of your users' needs and expectations
Ethnography and design may seem like two remote concepts, but in the hands of professionals such as Cluster Study, the connection becomes obvious. This Chilean design study applies ethnography — a research technique that studies the behavior of human groups — to the design of products and services, something that customers like Walmart, Telefónica and Metlife can attest to.
In this course you will learn to face your design projects from a new approach: knowing your users in depth and knowing what they want before designing a product or service tailored to their needs.
About this course
You will start by knowing the components of Cluster Study. They will briefly tell you their history, their values and their most important projects, in addition to telling you their influences in the world of design, cinema and literature.
You will learn the origin of ethnography and why it acquires relevance in the search for content that has meaning for your clients.
Then you can identify for what type of searches ethnography is appropriate, and what are the tools according to the research objectives. For this you will know in detail the range of techniques and tools of ethnographic search.
You will be able to know the step by step of an ethnographic research applied to design: the research question, the segmentation of the target audience or the search tools in the context of applied cultural analysis and synthesis, typical of ethnography.
Upon completion, you will be able to find powerful insights that result in products or services, having an impact on the lives of users, influencing their decision-making and differentiating themselves from the existing offer.
What is this course's project?
You will carry out a study to develop the Person Scenarios tool, which will allow you to know in depth the needs of the users and design a product or service thinking about them.
Who is it for?
To people from different disciplines who want to provoke a cultural change within an organization and focus on their customers for the development of products or services.
What you need
You will need basic knowledge of research methodologies and experience analyzing and synthesizing information. Beyond that, just curiosity, empathy and desire to learn.
As for materials, you will only need a camera, which can be your cell phone and a notebook.
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Estudio Racimo is a Chilean study composed of designers, sociologists, ethnographers, engineers and journalists who share their creativity and common sense to do things. His approach is to put users at the center and from their understanding design. Design anything.
They have already applied this process in projects of diverse nature, from tourist routes to antibacterial earplugs, always maintaining their philosophy that each design tell a detailed story.