Med-Tech Innovation Design


Rapid ETHNOGRAPHIC EVALUATION


It is accepted that ethnographic enquiry, the study of user behaviour in its social and cultural context, forms part of effective user-centric design, but the technique can be difficult and costly to implement. Dr Andrew Walters of PDR at the University of Wales Institute Cardiff describes developments that are making the technique more accessible.


commonplace among products on the market. Therefore, it is reasonable to expect insightful manufacturers to exploit the gap between product performance and user expectations to generate competitive advantage. There exist examples of user-led design from large consultancies and technology companies noted for high levels of investment in research and development. In addition, there is a body of academic research into the principles of user-led design. However, speculative ethnographic evaluation prior to design development has


A 30 ¦ April 2011


number of experts have demonstrated the negative effect of inadequate consideration of users in the development of products. It has also been shown that inadequate user-focus is


been shown to be expensive and difficult to implement. It is, therefore, a formidable barrier to the exploitation of user-centric development for the majority of companies. Academics have advocated the need for ethnographic enquiry for proper user-centric design. Case studies of pioneering companies that have engaged in collaborations of design and ethnography have demonstrated the production of highly successful commercial products utilising novel, protectable solutions and features. However, these collaborations are complex and require substantial investment if the potential rewards are to be reaped.


PDR, the National Centre for Product Design and Development, based at the University of Wales Institute


www.med-techinnovation.com


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