Charles Schwab web case study - redefining the user experience through ethnography and personas

This paper describes the benefits of ethnography to market researchers in the context of a case study.

Charles Schwab Web Case Study

Redefining the User Experience through Ethnography and Personas

Lisa BertelsenLisa Bertelsen Consulting, United States.

A BRIEF RECAP: WHAT IS ETHNOGRAPHY?

Ethonography (sometimes referred to as “field study”) is...