Ethnography: Ellen Isaacs at TEDxBroadway

Summary

This script recounts the evolution of computer interfaces from cryptic command lines to intuitive graphical user interfaces, pioneered by Doug Engelbart and his team at Xerox PARC. It highlights the importance of observing user behavior, or ethnography, in designing technology that meets real needs, using examples from the 1980s and the speaker's own research on parking. The speaker encourages applying ethnography to Broadway to uncover hidden insights that could revolutionize the experience in the future.

Takeaways

• 💡 The evolution of computer interfaces from cryptic command lines to graphical user interfaces (GUIs) was a significant innovation, pioneered by Doug Engelbart and others at Xerox PARC.
• 🖥️ The Alto, developed at Xerox PARC in 1973, was the first graphical personal computer, which led to the development of modern desktop, laptop, and tablet computers.
• 🔮 Allan Kay's philosophy of inventing the future by envisioning it inspired the creation of user-friendly computer interfaces.
• 🏢 Xerox PARC was a hub of innovation, where the concept of personal computing and GUIs were first developed, shaping the technology landscape today.
• 🕵️‍♀️ Ethnography, introduced by Lucy Suchman, is a method of observing people in their natural environments to understand their needs and identify opportunities for innovation.
• 🤔 Usability testing and ethnography help uncover 'the hidden obvious' in product design, revealing insights that are not immediately apparent through traditional customer feedback methods.
• 🚗 The speaker's recent work in studying parking highlighted the need for better design in parking signs and the inefficient use of loading zones.
• 🚦 Redesigning parking signs to be more user-friendly, focusing on permissions rather than restrictions, can improve the parking experience for drivers.
• 📊 Observational research, such as studying parking habits, can lead to innovative solutions like smart parking meters that dynamically allocate spaces for loading and parking.
• 🎭 The speaker suggests that ethnography could be applied to Broadway to uncover unmet needs and inspire novel ideas to enhance the visitor experience.
• 🌟 The potential for innovation often lies in the gaps and workarounds that people develop in their daily activities, which can be discovered through careful observation and a 'naive state of mind'.

Q & A

What was the primary method of interacting with computers forty years ago?

Forty years ago, interacting with a computer primarily involved using cryptic command-line instructions, such as typing 'LS' to list files, and 'MV' to move files from one folder to another.

How did the graphical user interface (GUI) revolutionize the way we interact with computers?

The graphical user interface (GUI) revolutionized computer interaction by introducing a visual representation of files and folders, allowing users to perform tasks like moving files by simply dragging and dropping, rather than typing complex commands.

Who are the pioneers credited with inventing the graphical user interface?

Douglas Engelbart and Xerox PARC are credited with inventing the graphical user interface, which significantly improved the usability of computers.

What did Alan Kay mean when he said 'the best way to predict the future is to invent it'?

Alan Kay's statement implies that by creating innovative technologies, one can shape the future according to one's vision, rather than just passively waiting for it to happen.

What is ethnography and how did Lucy Suchman apply it to technology?

Ethnography is a method of studying people in their natural environments to understand their needs and behaviors. Lucy Suchman applied it to technology by observing users interacting with a Xerox copier, which led to insights on improving product design and identifying opportunities for innovation.

Why is it important to observe people using technology rather than just asking them about their needs?

Observing people using technology is important because it reveals the 'hidden obvious'—the unspoken problems and workarounds that users develop but may not consciously recognize or report. This approach uncovers deeper insights that direct questioning might miss.

What is an example of an unmet need discovered through ethnography in the script?

One example is the difficulty of quickly understanding parking signs while driving by. Ethnographic observation revealed that signs focus on restrictions rather than clearly indicating what is allowed, which is a problem users may not mention in surveys or interviews.

How did the study of parking signs lead to a potential solution for improving them?

The study led to the realization that parking signs should be redesigned to be more user-friendly, with information organized by time of day and clear indications of what is allowed, using color coding and symbols for quick understanding.

What issue did the ethnographic study of parking identify with loading zones?

The study identified that loading zones, marked by yellow curbs, were often underutilized, leading to a waste of parking resources. At the same time, delivery trucks struggled to find suitable places to park, resorting to illegal parking methods.

How does the prototype parking meter mentioned in the script address the issue with loading zones?

The prototype parking meter can change its state from parking to loading and vice versa, based on the needs of the moment. This flexibility allows for more efficient use of parking spaces, making them available for general parking when not needed for loading.

What is the broader application of ethnography suggested for Broadway in the script?

The script suggests using ethnography to observe and understand the experiences of people visiting Broadway, from planning their day out to interacting with various services. This could reveal unmet needs and opportunities for improving the Broadway experience.