First-Person: Using sensory ethnography to highlight user perspectives

Building user-centric experiences requires a deep understanding of their needs, desires, and frustrations. Ethnographic research methods are very good at providing intimate knowledge of users’ lives, but require a lengthy—and often expensive—time commitment. To combat this, researchers often compile multiple qualitative and quantitative data sources to paint a complete picture of users while balancing depth and breadth. This session proposes ways to generate ethnographic insights while working within time and budgetary restrictions. It also offers ways to showcase the strengths of ethnographic research through experiential learning and a focus on sensory observation. By showing—rather than telling—customer experiences, researchers are better positioned to communicate meaningful takeaways, build consensus, and become more impactful UX though-leaders.

Senior Level UX Strategy