Ethnography is a tool for better service design. Great design always connects with people. Service Designers inspire, provoke, validate, entertain and provide utility for people. To truly connect, service designers need to have compassion and empathy for their audiences. Service Designers need to understand the relationship between what they produce and the meaning their service has for others.
Look at this great Ethnography Document I found from a company called Cheskin.
(Mario Morales)
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