Ethnography...What?!

In our design studies we are always told,"to know your audience." To achieve this in web design we take advantage of usability studies that tell us how the website is actually utilized and how you can improve it to better fit user needs, but ethnographic research can tell you about what users go through before they interact with you online, and tell you about user’s needs that you weren’t aware of. Ethnography is the scientific description of the customs of individual peoples and cultures. It includes social research that is conducted in the field and is the child of anthropology. By using ethnography, the designer can learn what steps the user takes before they even arrive at your site. For instance, when someone wants to buy a car, they talk to friends, visit dealerships, etc. By asking them why they do this will provide insight to not only the decision making process but their information gathering exercises as well. With this broader understanding we can make informed design decisions.

And this doesn't have to cost anything. Have you ever sat in a mall and just watch people? Do you notice that as the mom shops from store to store with her children, before she leaves the mall, she stops in a toy store, ice cream or cookie shop so the kids can have a treat? This would be a great piece of information for a site that women use often. They could successfully link other products that would appeal to women with children.

In conclusion, don't be afraid to use creative solutions to discover your solutions, simple observation in ethnography could be very useful!