Ethnography

Context acts as the bridge between an abstract idea (’a comfortable user experience’) and a tangible design (‘cushioned, breathable running shoes’). Although gaining context through remote research can be tricky, our UXR friends with an anthropological background know the solution: Digital ethnography.

This week, we’re joined by Megan McLean, User Researcher at Spotify. Megan shared the who-what-and-how of digital ethnography, what she’s learned about mapping the digital landscape, and how she ensures her ethnography projects succeed.

Highlights

[03:55] The core tenets of ethnography

[06:50] Spend more time with your data throughout your study to get the most out of it.

[10:01] What is digital ethnography anyway?

[14:09] How Megan gets her participants to go deep on the subjects she wants to learn about

[16:05] Pros and cons of the pandemic’s effect on research

[19:28] How Megan recreates more real life context in her interviews

[23:20] How does the audio first platform of Spotify change the way you look at things?

[27:17] Who is digital ethnography a good fit for?

[30:28] How Megan makes things simpler for her participants

[36:36] The difference between writing analysis for usability studies and for ethnographies

[39:14] What Megan’s learned about people and technology through her work

About our guest

Megan McLean is a User Research Manager at Spotify. Before Spotify, Megan received a Masters in Anthropology, worked in academia, and on UX research teams at places like Ipsos.