putting people first

by experientia
by experientia
26 November 2012

Unpacking cars: doing anthropology at Intel (paper by Genevieve Bell)

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putting people first
by experientia

The fall 2011 issue of AnthroNotes (pdf) starts off with an article by Genevieve Bell, senior cultural anthropologist at Intel.

She describes her latest research project, designed to understand how cars around the world can serve as windows into the future of mobile technology and computers. The article also contains an ample but simply worded expose on why Intel has anthropologist and what they do.

“We wanted to see what people carried with them [in cars] and to understand how cars functioned as sites of technology consumption and human activity, and how they became imbued with meaning.” […]

“Cars are a contested space when it comes to new technology. What makes sense to bring into a car, to leave in a car, or to install in a car – all are still being negotiated. This negotiation is being impacted by many factors – legislation, social regulation, guilt, perceptions of safety and crime, urban density, parking structures, commute time, just to name a few. As such, imagining and designing technologies for cars, for technologies to be used in cars, and for the worlds that cars will inhabit is a more nuanced undertaking than many imagine.” […]

“Cars are so much more than forms of transportation. They are, in point of fact, highly charged objects. They say something about who we are and who we want to be. They are also part of much more complex systems, ecosystems, environments, and imaginations. In this way, cars resemble many other contemporary technologies: our smart phones, tablets, even tablets and e-readers.”

UPDATE: Video version is here.

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We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

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