Catalyzing Organizational Learning: The Value of Making an Organization Visible to Itself
Amid increased pressure to demonstrate impact in rapid cycles, researchers are renewing efforts to align insights with organizational targets and metrics. But w...
From Ethnographic Insight to User-centered Design Tools
This case study illustrates how Wells Fargo, a leading financial services institution, builds user-centered online experiences on a foundation of ethnographic i...
Ethnography as a Catalyst for Organizational Change: Creating a Multichannel Customer Experience
This paper describes how ethnography became a catalyst for organizational change in a leading financial institution by providing a collaborative context for fun...