Challenging measures of scale is possible through listening to stories of how people value a product, and envisioning ways to measure success beyond typical metrics like Monthly Active Use (MAU) or Daily Active Use (DAU).
Understanding what people value is somewhat complex for a product like Firefox because people might use Firefox every day without thinking much about it. In this case study, we detail how we used Futures Thinking and participatory design methods to elicit stories of how people value Firefox.
This case study demonstrates that a relatively small number of meaningful ethnographic insights can be powerful enough to influence business strategy. By creating the space for listening to stories and encouraging stakeholder involvement, we were able to make the case to save one of our mobile browsers, Firefox Focus, despite its lack of scale.
Keywords: Diary Study, Firefox, Futures Thinking, Interviews, Mozilla, Participatory Design, Remote Research,...
GSuite is changing the nature of Knowledge Work across 5 million businesses through AI-powered assistance. To ensure that this evolution reflects the aspirations and priorities of workers, Google and Stripe Partners conducted a multi-national ethnography of Knowledge Workers covering a range of industries. We identified that workers distinguish between ‘Core’ and ‘Peripheral’ work: the work they are paid to do and identify with, and the work that does not contribute to their success or happiness. Workers want assistance to enhance Core work and remove Peripheral work, nuanced across a spectrum of support. This framework and taxonomy has been adopted by teams at Google to inform strategic decisions on how AI is integrated by GSuite. New features are being implemented within Gmail, Slides, Docs and Sheets that bring these principles to life in the user experience....
Amidst the advances of AI and automation, this paper provides a framework for ethnographic methods and insights to enhance human agency at work. Through analyzing data collected from ethnographic immersions in three different consulting firms (a professional services firm, a management consultancy, and a boutique insights agency), human-agent decisions are isolated in case studies and the pathways of unlocking the potential of automation to enhance the agency of individuals rather than constraining it are highlighted. Through drawing a distinction between thinking agency and executional agency present in the work of a consultant, this paper argues that automations that preserve thinking agency while maximizing productivity and accuracy are the solutions that should be adopted. Through vetting workflows sourced from ethnographic immersions with the established criteria, a framework for consultancies – and more broadly businesses – to better...
Hitachi, Ltd. Research & Development Group
Independent UX Research & Design Consultant
In international business ethnography, clients and subjects don’t share the same background. Without an understanding of the underlying factors affecting the subject’s behaviors, data can lead to false home-market based assumptions about cause and effect. Where do we as researchers look to detect meaningful findings in international contexts? Drawing on our decades of international fieldwork, we describe how focusing on culture or cultural differences to interpret differences in workflows and attitudes can sometimes hamper accurate interpretation of observations. We describe through case studies how instead, identifying foundation factors shaping behaviors and mindsets such as market forces, government policy, labour markets, and financial schemas can be the key to insight in international contexts.
Keywords: Ethnography, International, Japan, fieldwork, workflow, products and systems, user research, UX,...
by BILL SELMAN and GEMMA PETRIE, Mozilla
In his 2015 novel, Satin Island, Tom McCarthy’s protagonist (known only as “U”) is a corporate anthropologist working for an outre design research firm whose work embodies all the absurd contradictions of late capitalism. The highly influential firm’s logo is “a giant, crumbling tower.” The visionary owner and boss of U takes pride in telling his clients that he is selling them “fiction” and in talks to Davos-like conferences speaks primarily in Nietzschean aphorisms. Ultimately, McCarthy portrays the role of his protagonist and design researcher as the ideal specimen of the late capitalist job.
In one scene, U describes a tactic he used to provide insight for analysis to a well-known client who manufactures jeans:
...to provide a framework for explaining to the client what these crease-types truly and profoundly meant – I stole a concept from the French philosopher Deleuze: for him le pli, or fold, describes the way we swallow the exterior world, invert it, and then flip...