Design Ethnography

Why study Design Ethnography at Dundee?

For most companies, understanding the complex web of relationships between people, technology and design - the 'user experience' - can be vital in acquiring the competitive edge necessary in today's market place. User research has become an important function in almost all design-oriented industries: from car manufacturers through software development companies to the service industries.

Central to many of these activities is the practice of 'design ethnography'. Ethnography is the study and representation of people acting in their cultural settings. It relies on social research methods such as observations and interviews in 'the field'. Design ethnography draws on and adapts these techniques to gather and represent data and insights on design requirements and to leverage these within design and business contexts.

The MSc Design Ethnography addresses an industry need for user researchers and design ethnographers who are sensitive to the complexities of delivering high value user data and insight, particularly in global and multi-cultural design and business settings.

For user researchers in the design, media, hi-tech, manufacturing and service industries the challenge is not just gathering data, but understanding it in ways that provide 'actionable insights' and then presenting the data and insights in ways that are meaningful and useful within design processes. The wordy reports beloved of traditional ethnographers are of little use in the fast paced, complex and visual worlds of product and service design, manufacturing and engineering.

Our graduates will play an important part in developing and refining the particular forms and styles of user research and ethnographic practice that emerge when applied in a design context.

"The staff were knowledgeable and supportive and brought in a breadth of viewpoints. The course also benefited from a number of guest lecturers who provided an insight to the industry perspective and life outside of academia." Sam Tilston, class of 2009

Anyone seeking a career in design ethnography, user research, usability analysis, strategic design or marketing within the design, manufacturing and service industries. We welcome students with undergraduate degrees in anthropology, sociology, marketing, psychology, computing, product design, interaction/interactive media design, HCI or human factors, media and communication studies.

We also welcome applications from people with alternative qualifications (including relevant work experience).

• All Design PG Courses