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Ethnography to data insights — The journey from human factors to CX
“Traveling allows you to collect moments, not things, and to experience life firsthand.” — Anonymous
Within the ever-evolving landscape of design, a truth stands out: our grasp on human-technology interaction has evolved immensely. In an earlier post, I delved into the transformation from Human Factors to what has become almost a staple in modern businesses — Customer Experience (CX), typically nestled within today’s Marketing wings. The voyage from Human Factors to CX isn’t just a change in nomenclature; it signifies profound metamorphoses in methodologies, depth and focus of expertise. We’ve navigated from in-depth ethnographic research to controlled usability lab tests, and now, we’re immersed in the data-centric realm of A/B testing and insights springing from Marketing corridors. In this piece, let’s traverse this journey and ponder upon the forthcoming chapter in human-centric design. What’s next?
The ethnography era: Human factors
With two decades of experience in User Research and Human Factors, I’ve held a variety of titles, influenced by evolving company structures and the adoption of trendy designations. From “Human Factors Researcher” to “User Researcher”, “Usability Specialist”…
