7. • A heuristic to help interpret observations gathered by ethnographic practice in
industry
• An analytic frameworks for looking at and understanding a situation
• Not only understanding and describing each element of the framework, but also
understanding the interactions between the elements
AEIOU FRAMEWORK
8. •Activities are goal-directed sets of actions—paths towards things
people want to accomplish.What are the modes people work in, and
the specific activities and processes they go through?
•Environments include the entire arena where activities take place.
What is the character and function of the space overall, of each
individual's spaces, and of shared spaces?
•Interactions are between a person and someone or something else;
they are the building blocks of activities.What is the nature of routine
and special interactions between people, between people and objects
in their environment, and across distances?
9. •Objects are building blocks of the environment, key elements
sometimes put to complex or unintended uses (thus changing their
function, meaning and context).What are the objects and devices
people have in their environments and how do they relate to their
activities?
•Users are the people whose behaviors, preferences, and needs are
being observed.Who is there? What are their roles and relationships?
What are their values and prejudices?
10. • A method for supporting observation in the field
• Give a rich, deeper understanding of the experience of the person
FIVE HUMAN FACTORS
11. •Physical: How do people physically experience with things and other
people? What do they touch, push, open, carry, control, and so forth ?
•Cognitive: How do people associate meanings to things they interact
with? What do they need to think? What do they read, research, assess
and decide ?
•Social:What do people behave in social settings? How do they
formally and informally interact, make decisions, coordinate actions,
work together ?
12. •Cultural: How do people experience shared norms, values habits, and
values ? How do they manifest ?
•Emotional: How do people experience their feelings and thoughts ?
What in the environment is triggering these emotions ? Are people
unhappy, satisfied, excited, and forth ?
13. Interviewee Time
Interviewer
User Objects Environments Interactions Activities
User Experience
Physical
Cognitive
Social
Cultural
Emotional
Insights
Need StatementPlace
AEIOU
20. EMPATHY MAP
• Why : good design is grounded in users, empathy map helps you to synthesize your
observation and draw out the unexpected insights from 4 quadrants of users.
• How: a whiteboard with the four quadrants
• (say) quotes & defining words (do) actions & behaviors
• (think) thinking & beliefs (feel) emotion & feeling
21. NOTICE
• say & do could be directly observed
• think & feel could not be directly observed
• body language, tone, choice of words
• inferring to have deep understanding
22. NEEDS
• human physical or emotional necessities (useful usable desirable)
• verb not noun
• looking for contradictories
23. INSIGHTS
• a remarkable realization that could be leveraged to a better responses to a design
challenge