From Personas to Stories: Creating Better Tools for Design and Marketing

Design ethnography takes the position than human behavior and the ways in which people construct meaning of their lives are contextually mitigated, highly variable and culturally specific. on the central premise of ethnography is that it assumes that we must first discover what people actually do and why they do it before we can assign […]

Remembering Ethnography

If you want to innovate, you have to look beyond the problem at the world in which that problem exists. Ethnography is about looking at the world as a complex system and understanding what elements you can affect. ┬áIf you want to understand the opportunities for your product or service, then you need to think […]

Good Symbol Systems Means Profit

The sign is the central term in semiotics. The sign is made up of the signified and the signifier. The two always go together, they are like the two sides of a coin. The signifier is the physical form of an object; what we see, touch and smell in the objective and shared reality. The […]