Salad bar ethnographic pdf

Kelly De Naples Professor Klinkowstein

Selected Business Article:!

Eat organic for less!http://www.bbc.com/capital/story/20140909-dig-into-organic-food-for-less!

Kelly De Naples Professor Klinkowstein

Organic is expensive!

Kelly De Naples Professor Klinkowstein

Spend now, save later!

Kelly De Naples Professor Klinkowstein

Ways to spend less $!

Kelly De Naples Professor Klinkowstein

Setting for Ethnographic Observation!

People at the Student Center salad bar!

Kelly De Naples Professor Klinkowstein

Ethnographic Research: Student Center Salad Bar !

Kelly De Naples Professor Klinkowstein

Ethnographic Research: Student Center Salad Bar !

Kelly De Naples Professor Klinkowstein

Ethnographic Research: Student Center Salad Bar !

Kelly De Naples Professor Klinkowstein

Ethnographic Research: Student Center Salad Bar !

Kelly De Naples Professor Klinkowstein

Ethnographic Research: Student Center Salad Bar !

Kelly De Naples Professor Klinkowstein

Ethnographic Research: Student Center Salad Bar !

Kelly De Naples Professor Klinkowstein

Ethnographic Research: Student Center Salad Bar !

Kelly De Naples Professor Klinkowstein

Ethnographic Research Observations!

•  27 total subjects!

•  19 females!

•  8 males!

Kelly De Naples Professor Klinkowstein

•  7 of 19 females took food!

•  2 of 8 males took food!

Ethnographic Research Observations!

Kelly De Naples Professor Klinkowstein

•  1 male took only dressing and left!

•  1 male coached by girlfriend!

Ethnographic Research Observations!

Kelly De Naples Professor Klinkowstein

•  Hesitantly picked lettuce!

•  Willingly picked crispy chicken, cheddar cheese, ranch!

•  Tattoos and muscular arms!

Ethnographic Research Observations!

Kelly De Naples Professor Klinkowstein

•  Athletic girls took food!

•  Probably came from practice!

•  Wore sports attire!

Ethnographic Research Observations!

Kelly De Naples Professor Klinkowstein

•  Twice as many females than males!•  Needs to be more appealing to

male population!

Ethnographic Research Observations!

Kelly De Naples Professor Klinkowstein

Ethnographic Reading Summary!TSA Checkpoint Evolution!

• Old TSA!• Object detection!

• New TSA!• Detection of Explosives AND “hostile intent”!

Kelly De Naples Professor Klinkowstein

• IDEO’s task: Calm environment centered around human behavior!

Ethnographic Reading Summary!TSA Checkpoint Evolution!

Kelly De Naples Professor Klinkowstein

• Improvements by IDEO!• Physical layout: smooth transitions!• Training of TSO’s: understanding and

confidence!

Ethnographic Reading Summary!TSA Checkpoint Evolution!

Kelly De Naples Professor Klinkowstein

Ethnographic Reading Summary!Ethnographic Research- Who are the users? How do they operate within their cultures?!

• Defining ethnography!• study of human cultures/target audiences!• understanding users on deep levels!• inspires design!

Kelly De Naples Professor Klinkowstein

• Examples of ethnographic research!• task analysis!• behavioral observation!• interviews regarding internal processes!

Ethnographic Reading Summary!Ethnographic Research- Who are the users? How do they operate within their cultures?!

Kelly De Naples Professor Klinkowstein

• Philosophically different than market research, which validates design by focusing on averages and generalities.!

Ethnographic Reading Summary!Ethnographic Research- Who are the users? How do they operate within their cultures?!

Kelly De Naples Professor Klinkowstein

Ethnographic Reading Summary!Going Deeper, Seeking Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design!

• Value in interpretation of observations, not observations themselves!

Kelly De Naples Professor Klinkowstein

• Businesses that fully align their success with the needs of customers sustain innovation in the long run.!

Ethnographic Reading Summary!Going Deeper, Seeking Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design!

Kelly De Naples Professor Klinkowstein

• Needs of customers- not always obvious!• Ask questions bigger than the situation directly

at hand!

Ethnographic Reading Summary!Going Deeper, Seeking Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design!