Transforming Ethnography: User Experience Methods and Practices


Sasanka V. Prabhala (Editor)
User Experience Manager, Intel Corporation, Beavercreek OH, USA

Subhashini Ganapathy (Editor)
Assistant Professor, Wright State University

Series: Focus on Civilizations and Cultures
BISAC: SOC008000

Different from the social science tradition, ethnography today increasingly means different things to different people, depending on their disciplinary backgrounds, since this strategy is increasingly used by many practitioners in varied contexts and for varied purposes. Design ethnography and human factors engineering provide good examples in this context. This book will focus on discussing the notion and practice of ethnography, how it has evolved in the years and the differences for practitioners with different disciplinary backgrounds, especially in a context where ethnography exits academia to enter industry contexts. The book is divided into three sections. The first section provides the history, features, and trends in the area of ethnography.

The second section elaborates on the different definition of ethnographic practices through applications and industry case study. And finally, the third section gives an overview of some of the advance practices in ethnography that are shaping the future. The book would be of use to engineers interested in advancing the understanding, design and implementation of concepts to investigate human-computer interaction, to psychologists seeking to understand human judgment in dynamic environments, and to computer scientists interested in understanding requirements for building hybrid systems. This book is also targeted for industry practitioners, product incubators, and entrepreneurs who are thinking of new business initiatives. These methods and case studies can help them in the strategic planning of their business. Exposing early on, the new workforce and students to other discipline methodologies and approaches would help in understanding the nuances between the disciplines and more importantly how to work in a collaborative way with other disciplines. (Imprint: Nova)

Table of Contents

Table of Contents


Chapter 1: Ethnography: History, Applications and Trends
(Muhammad Alamoud and Subhashini Ganapathy, Wright State University, Dayton, OH, USA)

Chapter 2: Participant Observations as a Means to Enhance Student Understanding of Ethnographic Research
(Sharon G. Heilmann, Wright State University, Dayton, OH, USA)

Chapter 3: Food Services and Student Life: A Business Anthropological Case Study
(Hu Mingzhi, Du Yanqiu, Liu Sha, Liu Yuan, Niu Haiyang, Wang Yifan and Tian Guang, Shantou University, China)

Chapter 4: Developing The Intel® eXtreme Tuning Utility User Experience
(Cynthia E. Kaschub and William J. Lewis, Intel Corporation, USA)

Chapter 5: UltrabooksTM and UX: When Users Inform Product Strategy
(Daria Loi, Intel Corporation, USA)

Chapter 6: Designing Multimedia Solutions for Television – Widget Channel and Beyond
(Sasanka Prabhala and Alexandra Zafiroglu, Intel Corporation, USA)

Chapter 7: Ethnography for Enterprise Solutions
(Shibani Kapoor, Intel Corporation, USA)

Chapter 8: Postmodernism and Design Ethnography
(Crystal Ruthland, Empirical, USA)

Chapter 9: Affective Cues for Usability Evaluation
(Phani Kidambi, Sanjay Boddhu, Shiva Satya, Bhupathiraju Venjata, Srikanth Nadella and Sundaram Narayanan, Wright State University, Dayton, OH, USA)


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