In user-centred project design, ethnography is an observational research technique in which researchers immerse themselves in the surroundings of the target audience to grasp behaviours, requirements, and issues.
How Ethnography Works in Project Management:
- Researchers observe users in real-world settings (e.g., workplaces, homes).
- Data is collected through interviews, surveys, and direct interaction.
- Insights inform product design, process improvements, or service enhancements.
Example in UX Design:
A business developing a new mobile banking app watches consumers interact with current banking systems in order to do ethnographic study. Older consumers struggle with complicated navigation, which results in a reduced app layout, according to findings.
Why It’s Valuable:
Ethnography guarantees initiatives solve actual customer problems instead of presumptions, therefore increasing user satisfaction and adoption rates.
