Adam Silver, a Strategist at Frog Design, recently wrote an insightful article, “Calculated Design”, in the company’s online magazine — design mind. I want to discuss the article because it touches on several key issues relating to innovation and designing products and services for the experience of users/customers. Adam notes that as globalization and digitalization emerged in the 1990s the trend resulted in product and service interfaces with more culturally diverse and geographically distributed audiences and a fragmented market. The combination of these forces led designers to search for new methods to augment artistic intuition. Considerations of form and function also required attention to feel, features, and interactivity attuned to the needs, wants, and beliefs of specific users/customers.
As Adam observes, ethnography was one of the first new methods incorporated by design research to meet these challenges in the market. However, he thinks ethnography is, on its own, unable to provide the kind of information needed to validate product and service ideas across wide audiences. Read the rest of this entry »