ERIN O’LOUGHLIN, GINA LUCIA TAHA and MICHELE VISCIOLA Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition to a business strategy based on understanding people’s needs, behaviors, values and motivations. Three UX case studies conducted over three years illustrate our educator, moderator, partner framework for collaborating with large enterprises in flux....

TODD S. HARPLE, GINA LUCIA TAHA, NANCY VUCKOVIC and ANNA WOJNAROWSKA This case study on mobility in health care demonstrates how ethnography and design research helped Intel meet the business challenge of redressing market share. Ethnography enabled the team to assess the interplay between mobile devices and other hospital technologies, understand how they fit within or subverted existing practices, and document positive and negative features of the technology. Our deliverables not only answered the direct business question, but also expanded the scope of possible solutions....