Design Ethnography

Abstract

LACKING OTHER criteria, we make judgments based on our own culture, values, and experience. The trouble is this narrow point of view isn't effective in the global marketplace. Design ethnography extends the cultural panorama. Illustrating this strategy and trying to decipher its implications for developing products and services, Tony Salvador, Genevieve Bell, and Ken Anderson ponder the relationships between the American family room and the Italian kitchen table, between food shopping and the importance of friendship.