In-Context Ethnography
Direct observation in the user's actual environment, at home, in store or in the field, to uncover the hidden behaviors and offline workflows that analytics cannot see.
For C-suite leaders, VPs of Product and digital strategists
De-risk your digital product investments with enterprise-grade UX research.
We bridge high-level business strategy with empirical user research to deliver actionable digital roadmaps and demonstrably superior interaction models.
The framework
The ESP Framework
Our proprietary methodology systematically maps human cognition and offline behavior to detailed user interface specifications, ensuring high user adoption and measurable ROI.
01
Business Context and Metrics
We align every design variable with your enterprise strategic initiatives, establishing prioritized metrics for user satisfaction and business value before a single wireframe is drawn.
02
Behavioral Segmentation
We move beyond demographics to segment users by cognitive models, usage patterns and interaction styles, defining focused task tracks for your highest-value audiences.
03
Task and Interaction Modeling
We visualize the intersection of user goals and system capabilities, mapping workarounds and offline behaviors to engineer friction-free digital process flows.
Strategic intelligence
Mixed-Methods Strategy and Execution
We pair deep qualitative work with quantitative research at scale, then convert the findings into personas, mental models, task flows, wireframe specifications and multi-year product roadmaps your teams can act on.
Generative Research
Uncovering the behaviors, needs and priorities that shape the product.
In-Home Interviews and Video Diaries
Customers show and tell how they research, plan and buy over time, giving you the real context behind every purchase decision.
Depth Stakeholder Alignment
Facilitated workshops and executive interviews that synthesize competing internal priorities into a unified product vision.
Focus Groups
Moderated sessions with customers or frontline staff, such as retail salespeople, that surface conversion barriers and shared mental models.
Evaluative and Quantitative
Measuring behavior at scale and validating the design before you build.
Behavioral Analytics Integration
Combining qualitative insights with scaled telemetry and web analytics to build precise behavioral metrics scorecards and purchase models.
Global Survey Design
Multi-language quantitative surveys, analyzed in SPSS, that validate insights across markets, roles and segments.
Participatory Interaction Design
Rapid, iterative prototyping, participatory wireframing and cognitive walkthroughs that translate user data into validated screen blueprints and multi-channel journey maps.
Expert Heuristic Evaluation
A senior review of your key flows that pinpoints the usability issues driving drop-off, rework and support costs.
Proven at scale
Trusted by the Global 500
Since 2004, ESP has led research and strategy for enterprise clients in retail, financial services, telecom, travel, logistics, healthcare and manufacturing.
Omnichannel Retail
Lowe's
Architected a 3-year digital roadmap across web, mobile and tablet, using in-home ethnography and video diaries to formulate personalized purchase models.
Global Logistics
DHL
Executed cross-continental qualitative research in London and Atlanta, using task walkthroughs and paper prototyping to eliminate drop-off points in express package shipping.
Financial Services
BNP Paribas Fortis
Spearheaded long-term digital financial services strategy for one of Europe's largest banks, translating stakeholder alignment into multi-channel design concepts.
Enterprise Operations
The Coca-Cola Company
Established global design standards and content architecture for the worldwide employee portal through depth interviews and multi-language quantitative surveys.
More selected engagements
The Home Depot
25+ in-depth customer interviews and analytics reviews built user archetypes and purchase flow recommendations that contributed to online revenue growth.
AT&T
Depth interviews, in-store ethnography and salesperson focus groups uncovered purchasing barriers and reshaped ecommerce conversion flows.
Delta Air Lines
Airport field ethnography at ATL, BOS and JFK plus a survey of 560+ flight attendants and agents shaped role-based DeltaNet portal tools.
GE Power Systems
Field research and heuristic evaluation of Six Sigma gating software led to redesigned workflows and $86,000 in validated first-year savings.
Macy's and Bloomingdale's
With IBM, ethnographic research at the flagship NYC store defined user profiles and interaction models for a nationwide point of sale redesign.
Cox Enterprises
Workshops and employee interviews across six businesses and 80,000+ employees established personas, mental models and portal designs.
American Cancer Society
Depth interviews and usability testing for the Cancer Survivors Network shaped architecture recommendations to boost community engagement.
Benjamin Moore
Competitive analysis and information architecture redesign produced a project-driven site concept, content structure and detailed wireframes.
Qwest Communications
A web analytics metrics scorecard for the QControl self-service application measured adoption and task completion efficiency.
AutoTrader.com
Expert usability evaluations and stakeholder interviews revamped content hierarchy, navigation and layout templates for the employee portal.
Strategy consultation
Ready to scale your digital strategy?
Schedule an initial consultation to discuss your product roadmap, interaction models and research maturity.
- Initial consultation with a senior research strategist
- A candid read on your product roadmap and interaction models
- Recommended research approach matched to your research maturity