The Study Of Urban Pinkers' Service Design Especially Carpool Design Based On Ethnography Theory Methods

This subject is from my thinking of the social phenomenon and the experience in real projects during my postgraduate's three years. Attention that the public's ecological idea is from Ecological voluntary up to Ecological consciousness with the development of city. Attention to the sharp contrast between the shallow relationships in real community and the enthusiasm in virtual community. And also attention to the rise and development of Pinker in recent years. With the think of special methods used in the projects of P&G, China Telecom and Chita08 I have participated, I decided to take methods of ethnography which belongs to cultural anthropology category into researching the social culture phenomenon about Pinker. Finally the aim is to propose the design of the urban Pinkers'service products with mobile internet.The overall framework or thought is user research first, then the service design practice. Concrete steps to study:1)Study the theory both of Pinker and ethnography, understand and analyze the two research objects profoundly. And to prove that ethnography has a deep significance in Pinkers'service study.2)Learn the theories of ethnography, web product design and user research methods. Then establish a new web product design mold based on ethnography theory which is also apply to the Pinkers'service design.3) Based on the mold before and some international user research methods, collect and analyze the design elements of the urban Pinkers'service by observations, questionnaire and the depth interview. Take an example of carpool to show the concrete analysis of results.4) Finally come up with a design proposal of the urban carpool service with mobile internet, including service concept, analysis of objective users, system and functional modules design and the process design in different scenes.A few aspects compose the paper's conclusion. One is establish a new web product design mold based on ethnography theory which is also apply to the Pinkers'service design. Two are analyzing the design elements of the urban Pinkers'service, and taking an example of carpool to show the concrete analysis of results, included the two scenes of carpool, the analysis of typical user and four modules design elements. Three is come up with a design proposal of the urban carpool service with mobile internet. Provide target users of a new information mobile internet platform for taxis carpool and nonprofit private vehicles carpool. Designed a green travel service to meet people's carpool demand, at the same time help to enlarge application domain of mobile internet, promoting the building of Pinkers'virtual community.