selected business article 3

Selected Business Article

Millennials Are Saying No to

Credit Cards

http://money.cnn.com/2014/09/08/pf/millennials-credit-cards/

Jessica Harrington Professor Klinkowstein

Summary

• 6 out of 10 don’t own a credit card


Summary

• Bad economy and fearing debt


Summary

• Good credit score is essential


Setting / Activity for Ethnographic Observation

Millennials buying things at book store with credit or debit card.


Ethnographic Research, Millennials Using a Credit or Debit Card


Ethnographic Research Observations


• All but one of the students observed used debit cards or cash to purchase items



• Students observed did not make big purchases, only small items from bookstore



• One man who bought a grey hoodie did not respond to the cashier when she said hi to and asked him about his day



• Students didn’t seem to spend more than $30. They probably don’t have that much spending money.



• Male students seemed more anxious about talk to the cashier than women. (talked quickly, less eye contact)

Ethnographic Research Findings


• Students don’t need bank credit cards because they’re not purchasing expensive things. A store credit card would possibly attract people.

Ethnographic Reading Summary


• The goal for IDEO in this article was to redesign the checkpoints in airport security

Ethnographic Research-Who are the Users



• Prototypes were made, including a training curriculum for TSOs that focus more on understanding people and behaviors




• Ethnographic research is valuable in understanding what users want, not just a general idea




• IDEO designed a calmer environment by focusing more on explosives and people with hostile intent

IDEO TSA Project



• The physical space of airports was analyzed and redesigned to reduce stress of travelers

IDEO TSA Project



• TSA is using a human-centered approach to increase security by getting rid of other chaos

IDEO TSA Project



• IDEO research is observation-based, human-centered methods to understand hidden truths, needs, wants

Ethnographic Research IDEO



• Analogous cases help inspire innovative approaches for redesigns. Such as a hospital emergency room and a NASCAR pit crew




• Meaningful benefits are provided for the consumer and the business. Innovating ideas that will last are ones that are willing to change with needs


selected business article 3

Design