Ethnographic Fieldwork Under Industrial Constraints: Toward Design-in-Context

In this paper, we discuss ethnographic fieldwork as a research technique for user centred design in the industry. We take a look at the original meaning of fieldwork in ethnography, and discuss how ethnographically inspired fieldwork can enrich research and data gathering in a participatory design setting. The ethnographer in his field seeks to ‘go native’. But in an industrial setting there is neither time nor ressources for prolonged engagement with users. Is there a ‘quick and dirty’ version of ‘going native’? We present five cases of video based research techniques from our own practice as examples of a participant observation research strategy, and discuss how it is possible to move beyond observation. The ethnographer seeks to understand the world as it is. The designer wants to change it through introducing new products. Is there a way to study the changes to come? Of involving users in design in their own work context? We will introduce what we have termed ‘Design-in-Context’ through two cases of user involvement.