Ethnographic Design

October 10, 2013 Editor 0

This is the second in a three-part Grameen Foundation series that discusses designing products and services for poor people. This post reviews the use of design ethnography during early research phases to gain insights into the financial needs of the poor. You can readthe first post here.

 

The first step on the path to developing new products for poor people is exploratory research, or “design ethnography.” During this phase, we spend time with potential users to gain a deep understanding of the user’s world. Developing actionable insights is not a simple task; it requires approaches and techniques that foster empathy with users to gain deep insights into their wants and needs.

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Categories: Next Billion

Tags: Anthropology, Cognitive science, Ethnography, Evaluation methods