Ethnity UX Research Company

06/10/2021

What are the differences between an in-house department and an agency environment?

Atul Verma from Ethnity discusses his experience working in agency versus in-house workplaces.

Please have a look and share your thoughts.

Photo of Atul Verma in Delhi, India I started my journey in the UX domain in 2015. Before that, I used to work as a software engineer. Over these years, I have worked in UX departments at companies, as well as in UX agencies. And now I am running Ethnity, a UX research agency in

01/09/2021

A common pattern that we observe in our user studies is the need for design in products.

Here is a photo, taken during user research in an office setting. The participant received an SMS from the bank that he couldn't understand because of the barrier. He used an online translator to overcome this barrier.

30/08/2021

We are out in the field for user research in Delhi.
We are here to understand how Indian retailers use the internet for their businesses.
The goal is to improve client's business model based on the insights from this research.
                             

29/03/2020

India is a large country that poses specific challenges when planning for UX Research. With a population of nearly 1.3 billion, it is the second-most populous country and seventh-largest country by land area.

Generally, we assume that people speak nearly the same language across a country. Or maybe some countries speak two or three.

India has 23 recognised official languages. Moreover, dialect keeps changing after a few kilometres. If you wish to gather insight from across the geography, then you would encounter many different languages and you need to be prepared for it.

We recently did exploratory research in India for a client that required us to talk to people from the north, south, east and west part of the country. If you are thinking of doing the same, it is worth considering the language capabilities required in the UX research team.

Most teams will have English and Hindi language capabilities and that will cover most of the participants. Some of our recent participants only spoke Telugu. You might encounter participants who only speak Tamil, Kannada, Marathi or Bengali.

While, recruiting participants who speak these languages is not difficult, finding good UX capability can be. We have a wide language coverage across our team but working out the planning of who is available to take interviews with different participants at what time based on the language preferences is complicated.

If you would like to know more about conducting research in India, please get in touch on +91 981 001 1342 or email us at [email protected].

12/02/2020

Our experience carrying out UX research in Daycare centres for our client.

@ New Delhi - The Capital Of India

10/02/2020

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We are out in the field for UX Research in Noida.

30/12/2019

“A problem well stated is a problem half solved.” — Charles Kettering⁠ ⁠

29/12/2019

“Genius is the ability to reduce the complicated to the simple.” — C.W. Ceram⁠ ⁠

28/12/2019

“The ability to simplify means to eliminate the unnecessary so that the necessary may speak.” — Hans Hofmann⁠ ⁠

27/12/2019

“If you find an element of your interface requires instructions, then you need to redesign it.” — Dan Rubin⁠ ⁠

26/12/2019

24/12/2019

“Good design is the most important way to differentiate ourselves from our competitors.” — Yun Jong Yong