Digital Ethnography as User Research (Analysis & Data Viz)

Photograph of a yardstick wedged under a bookshelf to keep it level

Reading online reviews to understand the many uses of the yardstick

If traditional ethnography focuses its observations on the physical world, then digital ethnography shifts this focus to online spaces. This approach is not only convenient, it is also necessary as some information can only be accessed in the digital realm. In this project I explore how people use the common household yardstick not by barging into their homes or distributing surveys but by examining how they review it online.

Read Full Analysis

Online review that reads: ‘you get 36 inches and its printed on wood, wow , you can cut it for shims and stick them in your windows…’
Online review that reads: ‘I use the yardsticks to make musical instruments. I glue them up edge to edge then plane off the writing. That makes me a nice thin board that I can cut out to make the body of the Appalachian Mountain Dulcimer...’

“Good Ole Yardstick!” (Summary of Analysis)

Upon first look, yardsticks may not appear to be all that interesting. Like paper clips, key rings, traffic cones, and other everyday objects, they are cheap, easily replaceable, and can be found almost anywhere.

When we take the time to consider yardsticks, however, something interesting happens. We begin to think about the times we’ve used them, how we’ve used them, and how their ubiquity has influenced how we use them. Because yardsticks can be found almost anywhere—stashed away in the corner of the classroom or inside your closet at home—they can easily be taken and repurposed for any context requiring a basic 36-inch-long stick. They can be used for measuring, sure, but also for tasks not associated with measuring: retrieving items that have fallen under furniture, stirring paint, propping up windows that won’t stay open, etc.

Drawing on my own experiences of repurposing tools, I decided to explore the idea that yardsticks can be used for things other than measuring by examining how people reviewed them online. I learned of many more use cases than my own and of some moments when certain yardsticks couldn’t even be relied on for measuring—the one thing they’re designed to do!

This study brings up some important questions in regards to design: should designers try to anticipate, encourage, and/or prevent the repurposing of designed objects? Who is responsible for repurposing or misusing an object, the designer or the user? What do you think, dear reader?

Online review that reads: ‘Worked well to affix magnetic boundary markers to for a robotic vacuum cleaner’
Online review that reads: ‘These were exceptionally sturdy and attractive. I used them to stake tomatoes!’
Online review that reads: ‘We use it as a golf putting aid. See if you can putt it’s whole length without the ball falling off. My grandson can now do 25 straight, but it isn’t easy’
Online review that reads: ‘Barrier for a TV stand’ with an image that shows a 4-ft metal ruler nailed to the edge of a TV stand to keep items from falling off of it
Online review that reads: ‘I ordered this yard stick to clean between the glass on my oven door. I had seen this thing on the internet where you take a sponge or wet wash cloths and tape them to a long stick or something, and run them up from the bottom of the door and wash it good, and then do the same thing while rinsing it. It worked great’
Illustration of four different yardsticks, two wood and two metal

Visualizing the many uses of the yardstick

As a followup to the analysis, I thought it would be fun to turn this list of interpretive yardstick uses into a data viz. Leveraging D3.js, I created an interactive pictogram that represents the data without categories. I chose not to impose categories in order to prompt the viewer to explore and consider the individual moments that informed each use, and to consider the additional uses that exist beyond the data set.

View Data Viz

Screenshot of data viz with wooden yardstick being hovered upon, launching popover that reads ‘this yardstick was used to retrieve toys from under the couch’
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