Ethnography for Product and Service Design

A course by EstudioRacimo
Design Consultant. Tulsa, Chile.
Joined March 2019
, Design Consultant

Learn basic concepts to design on the basis of your users' needs and expectations

  • Spanish with subtitles in English
  • 99% Positive reviews (134)
  • 2107 students
Ethnography for Product and Service Design

Learn basic concepts to design on the basis of your users' needs and expectations

Spanish with subtitles in English
  • 99% Positive reviews (134)
  • 2107 students
  • Online and at your own pace
  • Audio: Spanish
  • Level: Beginner
  • 18 Lessons (3h 20m)
  • Available from the app
  • Spanish, English, Portuguese, German, French, Italian, Polish, Dutch
  • Unlimited access forever
  • Certificate upon completion of the course

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

Course table of contents

  • U1
    U1. Presentation
  • U2
    U2. Basic concepts
  • U3
    U3. Search tools
  • U4
    U4. Analysis and synthesis tools
  • U5
    U5. Project realization
  • FP
    FP Final Project
View details

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.

Projects by course students

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.


2107 Students
134 Reviews
99% Positive ratings
  • More reviews


A course by EstudioRacimo

Design Consultant

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.


  • U1


    • Presentation
    • Influences
    • What will we do in this course
  • U2

    Basic concepts

    • What is ethnography?
    • Qualitative v / s quantitative research
    • How to segment?
  • U3

    Search tools

    • Observation and record types
    • The in-depth interview
    • Minigroups or Triads
    • Safari (part 1)
    • Safari (part 2)
  • U4

    Analysis and synthesis tools

    • Analysis of the information collected
    • Synthesis tool: Person scenarios and attribute map
  • U5

    Project realization

    • Objective, initial set-up and context
    • Search tools
    • Person Findings and Scenarios (part 1)
    • Person Findings and Scenarios (part 2)
    • Designing from the Person Scenarios
  • FP

    Final Project

    • Ethnography applied to the design of products and services

What to expect from a Domestika course

  • Learn at your own pace

    Enjoy learning from home without a set schedule and an easy-to-follow method. You set your own timetable.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert instructors

    Each instructor teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Earn a certificate with every course

    Get a personalized certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

  • Get front row seats

    Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

  • Share knowledge and ideas

    Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate as you about creativity.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

  • Watch professionally produced courses

    Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.

Frequently Asked Questions

  • Domestika's courses are online classes that provide you with the tools and skills you need for completing a specific final project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the instructor and other users, thus creating a dynamic course community.

  • The course is 100% online, so once they are published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

  • The courses are divided into different units, each one includes lessons, informational texts, tasks and practice exercises to carry out your project step by step, with additional complementary resources and downloads. You will also have access to an exclusive forum where you can interact with the instructor and other students, and share your work and your course project, thus creating a community around the course itself.

  • You can now redeem the course you received, just access redeeming page to enter your gift code and redeem it.

  • You'll get your personal certificate as soon as you complete the course. You can see all your certificates under the Certificates section in your profile. You can download your certificates in PDF and share the link online. Learn more about certificates

Ethnography for Product and Service Design. A Design, Marketing, and Business course by EstudioRacimo

Ethnography for Product and Service Design

A course by EstudioRacimo
Design Consultant. Tulsa, Chile.
Joined March 2019
  • 99% Positive reviews (134)
  • 2107 students