Ethnography for Product and Service Design

A course by EstudioRacimo , Design Consultancy

Design Consultancy. Tulsa, Chile.
Joined March 2019

Learn the basic concepts for designing based on your users' needs and expectations

  • Spanish with subtitles in English
  • 98% positive reviews (188)
  • 3020 students

Learn the basic concepts for designing based on your users' needs and expectations

A course by EstudioRacimo

Ethnography and design may seem like two distant concepts, but in the hands of professionals like Estudio Racimo, the connection is obvious. This Chilean design studio applies ethnography—a field that studies the behavior of human groups—to the design of products and services, something that clients like Walmart, Telefónica, and Metlife can attest to.

In this online course, learn to tackle your design projects from a new perspective by getting to know your users in depth and understanding what they want before designing a product or service tailored to their needs.

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What will you learn in this online course?

18 lessons & 17 downloads

What will we do in this course
2 minutes, 13 seconds
What is ethnography?
13 minutes, 26 seconds
How to segment?
8 minutes, 9 seconds
Observation and record types
10 minutes, 1 second
The in-depth interview
12 minutes, 2 seconds
Spanish with subtitles in English
  • 98% positive reviews (188)
  • 3020 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

What is this course's project?

Carry out research to develop the Person-Settings tool which helps you gain a better understanding of users' needs before designing a product or service with them in mind.

Projects by course students

Who is this online course for?

Professionals from different backgrounds who want to drive cultural change within an organization and focus on their customers when developing products or services.

Requirements and materials

You need basic knowledge of research methodologies and experience analyzing and synthesizing information. Beyond that, just curiosity, empathy, and a desire to learn.

As for materials, you need a camera (you can use a phone) and a notebook.


3020 Students
188 Reviews
98% Positive ratings
  • More reviews


A course by EstudioRacimo

Teacher Plus
Design Consultancy

Estudio Racimo is a Chilean studio made up of designers, sociologists, ethnographers, engineers, and journalists who share their creativity and common sense to do things. Their approach consists of putting users at the center and designing based on a deep understanding of them.

They have applied this process to diverse projects ranging from tourist routes to antibacterial earplugs while maintaining their philosophy that each design tells a carefully constructed 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 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 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.

  • Watch professionally produced courses

    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 member, when you complete a course you've purchased, 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 Consultancy. Tulsa, Chile.
Joined March 2019
  • 98% positive reviews (188)
  • 3020 students