praticing anthropology in business and design
TRANSCRIPT
PRACTICING ANTHROPOLOGY IN DESIGN AND BUSINESSAmy Santee, UX Researcher @ SpendWell Health
Portland State UniversityMay 19th, 2015
1. Educational History 2. Work Experience 3. Project Examples 4. Reflections
@amysantee
circa 2000…
Interest in people, culture
Desire to travel
Innate curiosity about the world
More observer than participant (socially speaking)
It was decided…
MA Applied Anthropology2009-2011
Consumer Researcher (corporate)2011-2012
UX Researcher / Consultant (agency)2013-2014
Lead UX Researcher (corporate/start-up)
2014-present
2004-2008 BA Anthropology
2004-2008
2009-2011
= Level of Understanding of
Doing Anthropology
2011-2012
2013-2014
2014-present
Foundational Learning { TheoryMethodsOther competencies
2004-2008
2009-2011
= Level of Understanding of
Doing Anthropology
2011-2012
2013-2014
2014-present
Real World Learning {Design StrategyProblem SolvingBusiness AcumenCollaboration
2004-2008
2009-2011
Foun
datio
nal L
earn
ing
{2011-2012
2013-2014
Rea
l Wor
ld L
earn
ing
{2014-present
= Level of Understanding of
Doing Anthropology
Limited understanding of anthropology
Foundational knowledge and skills: cultural anthropology, writing, research, critical thinking
Study abroad: cross-cultural experiences
Budding researcher
Developing my own projects on phenomena of interest: The Facebook, “gay” as derogatory term; research as a way to explore the world
Seeking opportunities to do research: Senior thesis on gentrification
Wasn’t really thinking about anthropology as a career: Except research
2004 - 2008 BA Anthropology
Took a year off (highly recommended)
Went back to master anthropology: Urban Anthropology and RESEARCH!
Also, it was the recession (Good timing)
My understanding of the application of anthropology deepened: APPLYING it to solve real world problems, understand social issues, recommend changes, improve people’s lives
Problems of interest: Poverty, health care, community development, education
Practicum: community health and social capital, program evaluation
2009 - 2011 MA Applied
Anthropology
In grad school, developed a side interest in culture and consumerism.
First job out of grad school
Applying anthropology for realz (i.e., outside of academia)
An anthropologically interesting place to work: Learning the culture of business - language, practices, beliefs, values, social structure, interaction
A learning experience: How to function in the business world, apply my skills, communicate with others, convey information, build relationships
2011 - 2012 Consumer Researcher
What was I doing at an insurance company?!
Lead and support research projects Design research plans, collect and analyze data, present findings
Examples: • Agent office ethnography • Call center work processes • Shopping for insurance online
Project management Recruiting participants, logistics, planning, proposal writing, travel, vendors
My Role at State Farm
It’s about being a [insert job title here.]
It’s about solving problems.
It’s about providing value.
…all with an anthropological perspective.
School trains us to “be anthropologists” rather than use anthropology skills in a job. My experiences helped me realize that practicing anthropology isn’t about “doing anthropology” and “being an anthropologist.”
I had to rethink my definition of “doing anthropology” in order to be a successful anthropologist and professional.
Anthropology is the perfect training for business and design.
You have to understand people to design things for them.
Anthropology gives you the tools to do this.
Anthropology Understanding the human experience
TheoryResearch
Interpretation
Problem solving
Science
Advocacy
CultureMultiple perspectives
People-centered
Collaborative
Holistic
Story-telling
Iterative Participatory
What is User Experience (UX) research*?
*a.k.a. Design Research
A lot of design and business decisions get made in rooms like this…
In buildings like this… (actually, this is where I work) :-)
When was the last time you satisfied or delighted with a product or service?
How about the last time you were frustrated and totally let down?
Top-down approach Engineers, designers, product managers, marketers Ignoring the user, go with “best guesses”
Traditional Product Design: “Trust us, we know what’s best”
The needs, preferences, goals and values of people are at the center of the design process They drive business decisions, rather than assumptions or “internal expertise”
User Experience, part of the User-Centered Design (UCD) Process
Understanding how people interact with and experience a product, service or system.
User Experience Research
Understanding people’s needs, preferences, values, goals.
Incorporating insights and data into the design process.
Creating a culture of empathy.
Validating and disproving assumptions.
Creating relevant and meaningful (i.e., valuable) products, services, systems, policies.
You are not your user.Understanding > assuming / guessing
Users are experts.
UX Principles
Contextual interview
Contextual observation
Photo diaries
1:1 Interviews
Video diaries
Research Methods
Card sort
Usability test
Participatory design research Task analysis
Remote interview
Group interview Surveys
Customer support data
ContextsPerspectives
Needs
Preferences
Beliefs
Values
Pain points
Goals
BehaviorsMotivations
Expectations
Desires
Emotions
Decisions
Approach #1: User Research
Approach #2: Usability Testing
Can the user accomplish her tasks and goalswithout frustration?
Is the product easy to learn and understand?
Does the interface provide the necessary interactions?
UX research adds insight to the design process.
The outputs of UX research inform the inputs and outcomes of design and business strategy.
Back to work…
Moved to Portland and got a new job
Role transition: Internal researcher to agency consultant
Agency: Doing work clients can’t/won’t do (don’t have the internal expertise or capacity, cheaper to hire someone, want an impartial perspective)
Clients: Hardware, software and automotive companies
Grew my skills in UX Research (aka Design Research): Role in product development
More cross-functional collaboration: Designers, developers
2013 - 2014 UX Research & Consulting
Project Examples
Small business technology for productivity
International Android developers
Computer input mode & productivity optimization
Photo and video editing on mobile devices
Luxury vehicle rear seat entertainment systems
UX Research at Empirical...
Similar work to what I did at State FarmPlanning, designing, conducting and analyzing projects
In-vehicle interview
New job opportunity!: Health care e-commerce
Role transition: Back to an embedded research role ♥♥♥ Product Team & Design Team, Start-up World
Increased responsibilities: Leading the company’s research strategy as its only researcher ♥♥♥Role #1: Research
Role #2: Advocacy
Role #3: Stakeholder education, socializing UX/UCD
Having an impact with my work. Every. Single. Day. ♥♥♥
2014 - present Lead UX Researcher
My field site
The product I work on…
The product I work on…
SpendWell Design Team:
Best. Team. Ever.
Research Leads to Design and Business Opportunities…
Who we’re designing for…
Health Care ProvidersCare Seekers
Project Example:
SpendWell Provider Account Registration Process
SpendWell Provider Account Registration Process
Project Goals • Obtain user feedback on the experience of registering a provider account
on SpendWell.• Get feedback on SpendWell’s branding, design, content, features and
value props.• Understand the efficacy of our website marketing pages and other
communication with providers.• Build our knowledge base of providers to develop provider personas.
Outcomes • Improve the usability and overall user experience of our product for
health care providers.• Refine our marketing and provider communication.
Methodology:
• 8 One-on-One remote interviews
• Practitioners and office managers
• 60 minutes in length
• Mix of specialties (primary care, massage, dental, vision, etc.)
Provider feedback validated our design hypothesis:
Overall, signing up for an account on our website is simple, quick and straightforward for small practices- but may present issues for bigger practices.
Talking to providers helped us understand:
What entices them to sign up for SpendWell - saving time, making money, and business opportunities.
Providers reminded us that:
It’s not just about the business of health care, but the care of patients. Our solution can help with this.
The research helped us get a better idea of:
Which marketing messaging resonates with small providers.
We walked away with a whole list of:
The most frequently asked questions that providers have about SpendWell.
Our data and insights provided us with:
1. Changes to our website that will lead to an even more efficient and enjoyable account registration experience.
2. Direction for our website marketing and email campaigns.
3. Content to add to our Provider FAQ page.
4. Ideas for new content/media that helps providers through the process of signing up for and using SpendWell (e.g., how-to videos, tutorials, etc.)
5. Marketing and design changes that will likely lead to a decrease in calls/emails to Customer Support.
What would these changes mean for SpendWell and its users?
1. Better marketing and communication = Better understanding of SpendWell and the value it provides, an increase in providers who sign up, and more engagement with the product.
2. An improved registration process =An improved user experience, more positive sentiment about our brand.
3. More robust information on the site = Users who can help themselves, and a decrease in calls/emails to Customer Support.
What does this work mean for me professionally? I care about two things.
1. Using my anthropology training Research methods, theory, understanding of culture, critical thinking, etc.
2. Making a differenceImproving our user interface, advocating for our users, convincing stakeholders, reminding people we’re not designing for ourselves, making sure our product meets people’s needs and solves their problems, and ultimately improving people’s experiences with our product.
I encourage you to explore UX Research and Design as a possible career path.
SOME FINAL THOUGHTS
Academic anthropology is “pure” anthropology.
Applied anthropology isn’t theoretical enough.
Applied anthropology isn’t intellectually stimulating.
4 Myths
BULLSHIT
Business is evil and you’re a horrible person if you work there.
Network, network, network!!!
Have a solid idea of how anthropology is applicable to the job you want.Know how to talk to non-anthropologists about your skills & experiences. Learn the skills you need to go out and solve real world problems.
Get as much hands-on experience you can (internships, projects, etc.)Have an online presence (social media, blog, website, etc.)If you want to continue in anthropology and work outside of academia, get a master’s degree from an applied program.It’s not just about research - develop some other skills.
Shitty jobs are learning opportunities. Take classes in business and design if you want to work in User Experience.
It’s possible - and definitely OK - to make good money!No CVs - only a 1 or 2 page resume.Find a mentor.
“Anthropologists in Practice” Interview Series
- 22 interviews and counting...
- Areas of practice: consulting, technology, branding, consumer research, health care, community organizing, evaluation, teaching, urban planning, etc.
- Topics: training, career paths, job roles, accomplishments, advice for students
PDX Design Research Group
• Networking group for practitioners of UX research and those who are interested in it.
• Meets every other month in downtown.
• Speakers: researchers working in UX in different industries, including technology, health care, consulting, etc.
• Free!
• Sign up: [email protected]
