design business and innovation

Selected Business Article

Apple unveils two new iPhones, Apple Watch and ApplePay

http://money.cnn.com/2014/09/09/technology/mobile/apple-iphone-iwatch-event/index.html?iid=HP_River

Michael Ortiz Professor Klinkowstein

• “The biggest advancement in the history of iPhone”


• “Our ambition is to replace this”


Setting / Activity for Ethnographic Observation

College students using their phones in the Student Center.


Ethnographic Research, Students Using Their Phones in the Student Center


Ethnographic Research Observations

Students were using their phones in different ways, some texting, some taking selfies, some tweeting, etc.



The students continued to eat as they used their phones, not looking away from their phones as they did it.



One student found it difficult to find his mouth with his straw as he refused to look away from Instagram.



It takes several attempts before a student realizes that her name is being called and looks up from her phone.



When a student laughed at something on their phone, others had a tendency to ask about it.


Ethnographic Research Findings

One desire that students have is to share things with their friends. They could do this if they could send whatever they want directly to their friends’ phones.


Ethnographic Reading Summary:TSA CHECKPOINT EVOLUTION FOR TRANSPORTATION SECURITY ADMINISTRATION

• As threats increase, TSA ramped up efforts which led to the public being uncomfortable and stressed.


• IDEO was hired to design an environment and system that reduces stress in travelers.


• IDEO moved toward human-centered design to help make threats stand out.


Ethnographic Reading Summary:Ethnographic Research- Who are the users? How do they operate within their cultures?

• Ethnographic research is deeply rooted in instructional design and design research fields.


• Ethnographic research allows the researcher/designer to use techniques which help to understand user context in-depth.


• Through ethnographic research, one can understand the consumers and their cultures on a deeper level.


Ethnographic Reading Summary: Going Deeper, Seeing Further: EnhancingEthnographic Interpretations to Reveal MoreMeaningful Opportunities for Design

• Many businesses now feel obligated to use ethnographic research to better understand their consumers.


• Assessing extreme individuals and analogous cases give insight that might be overlooked otherwise.


• The businesses that will prosper long-term are the ones that understand the needs, desires, and cultures of their consumers.
