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
  • 98% positive reviews (174)
  • 2723 students

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

Spanish with subtitles in English
  • 98% positive reviews (174)
  • 2723 students
  • 18 lessons (3h 20m)
  • 17 additional resources (6 files)
  • Online and at your own pace
  • Available on the app
  • Audio: Spanish
  • Spanish, English, Portuguese, German, French, Italian, Polish, Dutch
  • Level: Beginner
  • Unlimited access forever

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.

What will you learn in this online 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 this online course 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.

Requirements and materials

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.


2723 Students
174 Reviews
98% Positive ratings


A course by EstudioRacimo

Teacher Plus
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
    • What will we do in this course
    • Influences
  • U2

    Basic concepts

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

    Search tools

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

    Analysis and synthesis tools

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

    Project realization

    • Designing from the Person Scenarios
    • Person Findings and Scenarios (part 2)
    • Person Findings and Scenarios (part 1)
    • Search tools
    • Objective, initial set-up and context
  • 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 with an easy-to-follow method. You set your own pace.

  • Learn from the best professionals

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

  • Meet expert teachers

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

  • Certificates

    If you're a Plus or PRO member, get a custom 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 about creativity as you are.

  • 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.

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


Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific 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 teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're 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 text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus or PRO member, when you complete a course you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates
Ethnography for Product and Service Design. Design, Marketing, and Business course by EstudioRacimo

Ethnography for Product and Service Design

A course by EstudioRacimo
Design Consultant. Tulsa, Chile.
Joined March 2019
  • 98% positive reviews (174)
  • 2723 students