Embracing Digital Ethnography in UX Research and Design

Timeline: 2014 — present
My role: UX Researcher and UX/UI Designer at Lucid.Berlin and freelance

Collection of various website homepage screenshots with different themes and designs for local, social, environmental, and advocacy causes.

UX Research and Design for 80+ digital products, including complex platforms, mobile applications, websites, and software.

Conducted 30+ in-depth UX researches using mix of methods for users in over 50 countries.

Background

As a UX researcher and designer with a social anthropology background, I bring a unique perspective to crafting digital products, from sleek websites to intricate data models. Research drives my work, with digital ethnography serving as a cornerstone in my user research and design processes.

In this case study, I'll share how I’ve leveraged digital ethnography to enhance my projects, highlighting the skills I honed, the challenges I navigated, and the significant impacts on my work. My diverse experience includes governance, government projects, non-profit initiatives, development efforts, and business ventures of all sizes.

Principles of Digital Ethnography I follow

Research is the cornerstone of my work, driving impactful projects and solutions. In today's fast-paced digital world, it's essential to turn academic research into actionable insights that enhance decision-making, communication, and prioritization, leading to superior evidence-based user experiences.

My background in ethnography equips me to effectively conduct co-creation processes with clients and gather critical information from both existing and potential users. Over the past two years, I've specialized in digital ethnography, which examines the interplay between digitalization and human behavior.

Quantitative methods such as data analytics, heatmaps, and user analytics, along with surveys, help identify potential issues, pain points, and opportunities. These insights serve as a foundation before diving into qualitative research.

When collaborating with diverse stakeholders, I employ qualitative methods like open-ended interviews and focus group discussions, both in-person and online. These techniques are crucial for understanding and defining client and user needs, as well as analyzing verbal and nonverbal feedback through careful observation.

Mobile app screen titled 'Women, Peace & Security' with icons and options for 'Security Council Implementation,' 'Member States Implementation,' 'Civil Society Implementation,' 'Resolutions and Presidential Statements,' 'Why Women, Peace and Security,' and 'Resource Centre'.

UX Research

Cartoon character with glasses and cat ears holding a large white arrow pointing right, yellow background.

Understanding

Observations, interviews, and surveys help gain insights into user behavior and preferences, informing design decisions and improving usability.

Screenshot of a website titled 'Opinions, Moods and Preferences of European Citizens' featuring charts and graphs related to Ukraine, Russia, and European Union, with topics such as external affairs, security, and democracy.
A digital interface displaying a colorful coral reef illustration with options for viewing and a selection of topics related to the ocean, such as activism, biodiversity, industry, climate change, and human impact.
A digital magazine spread featuring a chapter titled 'It Begins With a Thought'. The left page contains text about traveling and photography, with a small black-and-white image of travel gear. The right page has a scenic photo of a rocky landscape with a waterfall and white outline sketches overlaid.
Black cat with wide eyes sitting inside a white teacup with a tea bag, on a green background.

Contextualisation

Considering the user's environment and social interactions creates more personalized and engaging experiences that meet their needs and expectations.

Black laptop with a blank screen on a pink background.

Engagement

Continuous engagement with users throughout the design process ensures their needs are met, resulting in user-centered designs tailored to their preferences.

Insights and Development

Digital ethnography has been crucial in my role as a UX researcher and designer, driving exceptional outcomes for my clients. Here are some key achievements:

  • Clear briefing and concept strategy: Leveraging digital ethnography, I deliver concise, comprehensive briefings that define the digital product's concept and strategy.

  • Prioritized needs: I effectively prioritize user and client needs, ensuring the digital product satisfies both parties' requirements.

  • User journeys: By crafting user journeys rooted in real user needs, I ensure an exceptional user experience for the final product.

  • Stakeholder mapping: Mapping out project stakeholders promotes alignment and smooth project execution.

  • Prototyping: Digital ethnography informs prototype creation, leading to a final product with an optimal user experience.

  • UX/UI report: I provide thorough UX/UI reports detailing the digital product's design, ensuring client satisfaction with the final outcome.

A website homepage with a black background, featuring a neon-lit astronaut in the center. The text "ILLUSION COSMIQUE" is at the top in bold red letters, with navigation links on the right and a description on the left.
A webpage titled 'Energy Transition' featuring an article on renewable energy sources in Greece, with a large photo of wind turbines on a hillside under a blue sky.
Website homepage for Cey's Food Experience featuring an orange background with yellow fruit illustrations, a logo, a tagline about bringing healthy food experiences, a call-to-action button to book a consultation, and a partially visible top-down view of a table with plated food and hands serving and eating.
Website homepage for WIDU, a funding and coaching organization for small businesses in African countries, featuring a large yellow banner with a man and woman looking at their phones, and sections for different types of grants like Original Grant, Corona Grant, and Green Kenya Grant.
Mobile app interface titled 'Children and Armed Conflict' with icons for CAAC Monthly, News, Country Situation, Training Tool, and Survey. Menu options include Introduction, About the App, Settings, and legal framework sections on violations and resolutions.
A webpage from Rutgers University with a red background, featuring an illustration of a person with a mountain on their head and water ripples, accompanied by text about ongoing world violence and insensitivity.
Screenshot of a website for a visual content institute called 'Bilderinstitut'. The page features a black and white abstract image on the left, a slideshow menu at the top with options like 'Über das Institut', 'Reflexion', 'Konzeption', 'Produktion', 'Portfolio', and 'Kontakt'. There are images of four professionals in black and white, and a smaller photograph of machinery or industrial equipment on the right. Text includes the institute's name and phrases like 'Für einen verantwortungsvollen Einsatz von visuellen Inhalten in der Wissenschaftskommunikation' and features highlighted sections labeled 'Re' and 'Wissenschaftskommunikation'.
Screenshot of the International Alliance against Health Risks in Wildlife Trade webpage, featuring a nature scene with people, animals, trees, and mountains, and buttons for joining and watching a video.
A mobile app dashboard showing investment progress and recent transactions. The investments are titled 'Kumasology Haircare,' with €1,150 invested of a €2,500 goal. The dashboard includes sections for project activity, finance, settings, and logout at the top, and recent transactions below, including a hair dryer purchase for €56.
Screenshot of the homepage of the Feminist Alliance for Rights website, featuring a mission statement about advancing gender equality and women's human rights.

Research and Design impact

Empty photo placeholder with a black circle, mountain, and sun icon on a yellow background.

Enhanced User Experience

Digital ethnography provides deep insights into user behavior and context, leading to personalized and engaging digital products. Continuous user engagement ensures that designs meet user needs and improve usability.

A computer screen displaying a webpage with a black cat graphic and text on a green background.

Evidence-Based Design Decisions

Combining quantitative and qualitative research methods helps prioritize features based on real user needs and pain points. This ensures that design decisions are grounded in solid evidence, resulting in more effective and user-friendly products.

Cartoon cat with glasses on a pink background.

Improved Stakeholder Alignment

Digital ethnography fosters clear communication and alignment among stakeholders, ensuring smooth project execution. Prototypes and strategies based on user feedback help deliver products that meet both user and client expectations.

Disclaimer

All images and materials in this case study belong to various of my clients. The purpose is to showcase my skills, and no sensitive data or confidential information was used. The information and visuals provided were created for presentation purposes only, using placeholder data and photos generated by Midjourney AI.