It makes sense that -belonging to an organization that pioneered the concept of Design Ethnography  part of my job consists on deep hanging out with different cultures as an integral part of our design process. For the past two years, I have spent time in Bangalore, Tokyo, Sao Paulo, and many cities in the US observing, asking questions, and chatting with locals to get a better understanding and inspiration in the area of transportation.
One of the great advantages of this type of research is to experience how the concept of “end consumers” starts to dissipate revealing people: with their every-day happiness and pains, people with stories and families, people that win and lose every day. This enables us to go far beyond marketing segmentations, personas and consumer stats, slowly exposing the areas where we should focus on to really impact and better people’s lives. To be able to explore the world and work towards this goal is a privilege.
1. Salvador, T., Bell, G., andAnderson, K. “Design Ethnography.” DesignManagement Journal, 10(4) 35-41, 1999