Advancing the Value of Ethnography

Working with Intuition


Cite this article:

2018 Ethnographic Praxis in Industry Conference Proceedings, p. 699, ISSN 1559-8918,

PechaKucha Presentation

Evidence, today, can have very narrow definitions. For digital products, this type of evidence usually includes clicks and engagement metrics. I believe that in our effort to only listen to numbers and data, we have created a culture that looks down on intuition as something messy and to be rejected. As a result, we train ourselves to cast our intuition aside. When we do listen, we dare not speak up about it.

Intuition is a part of what makes us human. It is often the primary way we make sense of our work (and the world around us). Yet, we continue to focus only on rationality and logic. Ultimtately, the goal of this piece is to present intuition from a different lens – to understand it, learn to listen to it and create spaces where we talk about it.

Anish Nangia is a User Experience Researcher that uses human centered design to understand complex problem spaces and inspire compelling products.