The problem is not that user journeys are messy; it is that our tools are too simple. We have been designing for lines when people live in (messy/overlapping) spirals. To understand that, we need to bring time, complexity, this is where anthropology can help.
Experiment II in visual ethnography analysis through an anthropological lens.
Practicing analysis of visual ethnography. It is one thing to use field nots, words, quotes what can be told from an image?
JTBD theory reframes how we understand why people buy things instead of simply purchasing products, customers “hire” products or services
Anthropology enhances User-Centered Design (UCD) for data visualisation by embedding cultural, social, and contextual understanding into the design process. This approach ensures visualisations are intuitive, inclusive, and adaptable, fostering trust and engagement.
Would renaming aged care facilities with terms that embody respect, community, and dignity—such as “Elder Community” lead to better outcomes?
In 2025, I am dedicating time to better understanding the digital (divide) fractures and their impact on policy, user experience, and culture.
When big projects threaten the places we live, it’s often these small, local groups that rise up
I have always felt there is a better way to create personas, The cold hard definition marketing use excludes many leading to missed opportunities and growth.
An extract of my Honours Thesis on the use of digital ethnography on understanding grassroots activism.
