Ethnography for Product and Service Design
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Learn the basic concepts for designing based on your users’ needs and expectations
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.
Start by learning more about Estudio Racimo, their history, their values, their most important projects, and their influences spanning across areas like design, cinema, and literature.
Next, explore the origins of ethnography and its relevance in the search for content that is meaningful to your clients.
Then, discover a range of ethnographic research techniques to help you identify the type of research that ethnography is most useful for as well as choose the right tools according to the research objectives.
Estudio Racimo then guides you through an ethnographic research project applied to design, including the research question, segmentation of the target audience, and research tools in the context of cultural analysis and applied synthesis.
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