Adobe

Building for the Future, Together: A Model for Bringing Emerging Products to Market, Using Anticipatory Ethnography and Mixed Methods Research

STEFANIE HUTKA, PHD Adobe Inc. Applied ethnography practitioners are often charged with learning from existing or potential customers, for a product that is either familiar to them or close in nature to what they have used before. There are particular challenges for emerging technologies, where the market is much less defined. Applied ethnography has the potential to help with predicting future market scenarios, honing the value proposition and product definition. Done well, these contributions help align siloed teams, resulting in better products being delivered to the right customers, faster. This case study will outline the approaches used across all product development stages for new creative design tools in the emerging field of immersive media - specifically, 3D and Augmented Reality. A collaboration model and best practices are offered, to guide practitioners to address both overt challenges (e.g., identifying which audiences to focus on), and hidden challenges (e.g., creating a human-centered dialogue in an ambiguous,...

The Root Cause is Capitalism… and Patriarchy

LINDSEY WALLACE, PHD Adobe Design Research & Strategy Team JENNA MELNYK Adobe Design Research & Strategy Team Case Study—The authors used anthropology and other design research methods to develop a new kind of study to capture the world of professional creatives and the people they work with. To uncover core collaboration challenges for professional creatives the authors asked asked them to walk through past projects, who they interacted with at different points, and discuss their affective experiences. Critical collaborative problems for participants in this study stemmed from two factors: ever-increasing corporate demands to do more with less, and concurrent attempts to automate feminized administrative coordination tasks. To communicate actionable findings, the authors balanced systems-level thinking with the identification of the kinds of problems Adobe could and would solve. While large scale social change was outside the scope of actionable recommendations for a product design team, the implications of social structures...