DESIGN ETHNOGRAPHY
Guidelines for redesigning customer and employee experiences.
the challenge
Find context specific deficiencies in Microsoft Service and Microsoft Support.
the outcome
Produced specific guidelines for the redesign of customer experiences and used interaction design methods to bring systemic change to the organization.
TYPE:
Interaction Design White Paper
client:
Microsoft
KEYWORDS:
Gesture Design, Tactility, Intuitive Design, Interaction Design
SIMILAR PROJECTS:
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DESIGN ETHNOGRAPHY:
Microsoft engages with a big range of users across the breadth of data, technical documents, and websites. Microsoft Services is Microsoft's $10 billion consulting organization and Microsoft Support is Microsoft's global division for supporting the full range of operating systems, business, consumer, and enterprise products.
In this multi-year partnership with Microsoft, we designed interaction design methods to bring systemic change to an organization. The key approach was the use of qualitative user ethnographies to extract the internal and external metrics that are most valuable to a given context per use case. Over 20 months, the deficiencies in the key findings were visualized with alternative scenarios; several iterative processes were done with key internal stakeholders and external users. The outcome of this engagement produced specific guidelines for the redesign of the entire global organization customer experience. This transformation produced a direct impact addressing the pain point reduction of the consumer and the business customer.
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