Investigating User Experience with Digital Ethnography Approach: Principles and Guidelines

This paper discusses a way ethnography research methodology can be implemented in user experience research and outlines the important issues need to be considered in implementing the methodology. As experience refers to a story emerging from the interactions between people and technology, then ethnography research is considered well suited to reveal various phenomena before, during, and after such interactions. Ethnography data is able to provide various insights into the design processes and the evaluation of a technology design.