1. Jessica Harrington Professor Klinkowstein
Selected Business Article
Millennials Are Saying No to
Credit Cards
http://money.cnn.com/2014/09/08/pf/millennials-credit-cards/
6. Jessica Harrington Professor Klinkowstein
Setting / Activity for Ethnographic
Observation
Millennials buying things at book
store with credit or debit card.
15. Jessica Harrington Professor Klinkowstein
Ethnographic Research Observations
• All but one of the students
observed used debit cards or cash
to purchase items.
16. Jessica Harrington Professor Klinkowstein
Ethnographic Research Observations
• Students observed did not make
big purchases, only small items
from bookstore.
17. Jessica Harrington Professor Klinkowstein
Ethnographic Research Observations
• One man who bought a grey
hoodie did not respond to the
cashier when she said hi to and
asked him about his day.
18. Jessica Harrington Professor Klinkowstein
Ethnographic Research Observations
• Students didn’t seem to spend
more than $30.
19. Jessica Harrington Professor Klinkowstein
Ethnographic Research Observations
• Male students seemed more
anxious about talk to the cashier
than women. (Talked quickly, less
eye contact)
20. Jessica Harrington Professor Klinkowstein
Ethnographic Research Findings
• Students don’t need bank credit
cards because they’re not
purchasing expensive things. A
store credit card would possibly
attract people.
21. Jessica Harrington Professor Klinkowstein
Ethnographic Reading Summary
Ethnographic Research-Who are the Users
• The goal for IDEO in this article
was to redesign the checkpoints in
airport security.
22. Jessica Harrington Professor Klinkowstein
Ethnographic Reading Summary
Ethnographic Research-Who are the Users
• Prototypes were made, including a
training curriculum for TSOs that
focus more on understanding
people and behaviors.
23. Jessica Harrington Professor Klinkowstein
Ethnographic Reading Summary
Ethnographic Research-Who are the Users
• Ethnographic research is valuable
in understanding what users want,
not just a general idea.
24. Jessica Harrington Professor Klinkowstein
Ethnographic Reading Summary
IDEO TSA Project
• IDEO designed a calmer
environment by focusing more on
explosives and people with hostile
intent.
25. Jessica Harrington Professor Klinkowstein
Ethnographic Reading Summary
IDEO TSA Project
• The physical space of airports was
analyzed and redesigned to
reduce stress of travelers.
26. Jessica Harrington Professor Klinkowstein
Ethnographic Reading Summary
IDEO TSA Project
• TSA is using a human-centered
approach to increase security by
getting rid of other chaos.
27. Jessica Harrington Professor Klinkowstein
Ethnographic Reading Summary
Ethnographic Research IDEO
• IDEO research is observation-based,
human-centered methods
to understand hidden truths,
needs, wants.
28. Jessica Harrington Professor Klinkowstein
Ethnographic Reading Summary
Ethnographic Research IDEO
• Analogous cases help inspire
innovative approaches for
redesigns. Such as a hospital
emergency room and a NASCAR
pit crew.
29. Jessica Harrington Professor Klinkowstein
Ethnographic Reading Summary
Ethnographic Research IDEO
• Meaningful benefits are provided
for the consumer and the
business. Innovating ideas that will
last are ones that are willing to
change with needs.
30. Jessica Harrington Professor Klinkowstein
Proposal for an Innovative Business
• Pre-setting a spending allowance
and what types of purchases one
wants to allow, enables one to use
this card service just like a regular
credit card.
31. Jessica Harrington Professor Klinkowstein
Proposal for an Innovative Business
• Conditions are set prior to going
out to prohibit irrational impulse
buys and when a purchase outside
of the allowed fields is made the
transaction is denied.
32. Jessica Harrington Professor Klinkowstein
Proposal for an Innovative Business
• Applications include safely
allowing millennials to build credit
score while not breaking the bank.
