What is design ethnography?

A common mistake made by novice researchers is to ask users what they want from a new product or service. Although this seems like the correct way to do user research, in most cases users don't know, don't care or can't articulate what they need. It is the design team's job to establish the underlying problem, identify the best solution and then validate that their solution works. Design ethnography is the first step on that journey.

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• Ayesha Bhimdiwala