GUILLAUME MONTAGU

Contributed Articles

DIYing along with DIYers: Juggling with Scales During a Home-Improvement Research

GUILLAUME MONTAGU _unknowns As a team of researchers was asked by a French home-improvement retailer to redefine their strategy, they designed and carried out an ethnographic and quantitative research to identify new business opportunities. But no sooner had they set foot in field, they were struck not only by the richness and complexity of such ordinary activities to the point they asked themselves if these practices were even measurable? Scaling from ethnography to quantitative research was not as seamless as they expected, they had to find their way to deal with two sets of data that belong to different scales if not ontological worlds. Are these two scales really strictly separated? Can't there be a way to combine them and to make them coincide? Based on the study of DIYing practices, this case study presents an attempt to integrate ethnographic and quantitative research and the challenge of resolving the scale differences between two methodologies. From turning DIYers into numbers and vice-versa, it explores the implications...

Can Any Hairdresser Fix a Car?: Mechanics Seeking Agency in Automated Car Diagnostic Contexts, and How Observing Agency Can Help Designing a Car Diagnostic Tool

CHLOÉ HUIE BRICKERT _unknowns GUILLAUME MONTAGU _unknowns As part of an international research conducted for a French car manufacturer, a team of anthropologists and designers were asked to analyze the use of a car diagnostic tool by mechanics in their garages, in order to recommend ways of improving it. A single glance at the diagnostic tool’s interface was enough to get a feel for mechanics’ new reality: lines of codes and numbers, webpages filled with blue hyperlinks leading to readymade repair methods. Does being a mechanic in an automation era mean anything anymore? Based on findings from a study conducted in 5 countries with mixed ethnographic and UX methods, this case study explicits the interest of understanding mechanics as a profession – or even more, as an art – before studying the use of the tool itself, and mostly, it demonstrates how solutions can be contained in agency – and how design and tech teams can find inspiration from bypasses, local initiatives, and informal rituals. From supervising an international...