Self-ethnography for user experience design: Embedding user behaviours directly into the design process

Sharmila Subramanian and Katherine Gough

This paper demonstrates an evolved approach to capturing and understanding consumer behaviour that utilises mobile and online tools in one project stream.

Self-ethnography for user experience design: Embedding user behaviours directly into the design process

Sharmila SubramanianFace, UKKatherine GoughNokia Design, UK

Introduction

In 2011, Nokia wanted to utilize new approaches to product concept development that could uncover consumer behaviours in a more agile and cost effective way compared to traditional ethnographic methods, whilst still leading to the development of rich insights.

Nokia already uses extensive online data for its tracking and analytics functions, but this was the first project to use online methodologies to gather qualitative data and develop insights for generative concept development. The project was a pilot,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands