Ethnography in UX

Summary: Good UX design requires understanding the context and patterns of human behavior, especially in new products or features that solve real needs. The 5 steps to rapid corporate ethnography lead you to these discoveries.

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Mayya “Maya” Azarova, Ph.D. is a User Experience Specialist with Nielsen Norman Group. Her areas of expertise include in-depth interviews, storytelling, design thinking, and contextual inquiries. She has published academic research on biometric technology, online collaboration, and multidisciplinary teamwork.  

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