In the many fields I've had the privilege to explore, ethnology has always remained in my peripheral vision, subtly guiding my approach. But I think I’ve finally found a field where I can truly embrace it—UX design.
Transitioning from ethnology to design might seem like a leap from studying cultures to designing digital experiences. However, as I’ve made this shift, I’ve come to realize just how much my background in studying human cultures and social behaviours has prepared me for a career in user experience design, since these fields share much more in common than you might think. For ethnologists, the move to UX design often feels natural, leveraging a deep understanding of human behaviour, research methods, and empathy for users. It’s a journey that has felt more natural than I anticipated, and I’d like to share how the skills I’ve developed as an ethnologist have translated seamlessly into my new role as a designer.
Human - Centred Thinking
At the heart of ethnology is the study of human cultures, traditions, and social behaviors. My primary focus was on understanding people—how they live, think, and interact within their cultural contexts. I spent years deeply involved in different communities, observing and analyzing how cultural traditions and social behaviors shaped their daily lives. Little did I know, this human-cantered approach would be the cornerstone of UX design.
In UX, the goal is simple: create experiences that work for real people. The ability to empathize with users and see things from their perspective is crucial. My training as an ethnologist has equipped me with a deep understanding of human behaviour, which allows me to design with users’ needs, goals, and pain points in mind. This focus on empathy—something I’ve spent my career practicing—has been key in my transition to UX design.
Research: A Skill That Crosses Boundaries
One of the most significant assets I’ve brought with me into UX is my research expertise. Ethnology is all about research—whether it’s conducting in-depth interviews, doing participant observation, or gathering qualitative data from fieldwork. These methods translate perfectly into UX research, where understanding users is everything.
When conducting UX research, I find myself doing many of the same things I did as an ethnologist: asking thoughtful questions, listening closely to participants, and analyzing the patterns in their responses, also keeping in mind their cultural background - how that may affect their responses and how to approach to make the person more comfortable.
Analyzing Data with Purpose
In both ethnology and UX design, collecting data is just one part of the process. What truly matters is how you make sense of it. As an ethnologist, I would spend countless hours analysing the behaviours, patterns, and social interactions I observed, trying to uncover deeper meanings. In design we use similar analytical techniques to understand user pain points and refine designs. The same skills that allowed me to understand complex social dynamics now help me break down complex user experiences and design solutions that meet real needs.
Storytelling
One of the key elements of ethnology is storytelling— as an ethnologist, it was a big part of my job conveying the lived experiences of people through compelling narratives. Whether writing papers or presenting my research, I needed to tell the story of the people and cultures I studied in a way that others could understand and appreciate.
In design, storytelling plays a similarly vital role. UX design also relies heavily on storytelling, but instead of telling the story of a culture, designers tell the story of the user. Storytelling in UX helps communicate design ideas, explain user journeys, and illustrate how a product fits into the user’s life. Ethnologists, with their ability to craft nuanced, human-centred narratives, can easily transition into telling the user’s story through design.
Cultural Sensitivity
Understanding cultural nuances is essential in both fields. In fact, in any field. You learn to approach different communities with sensitivity, recognizing that culture shapes how people see the world. This perspective has been incredibly valuable in UX, especially when designing for diverse audiences.
In UX, designing for inclusivity means being aware of cultural contexts and how they might impact user behaviour. Ethnologists are trained to recognize the importance of context, ensuring that products are designed in a way that resonates with users from varied cultural backgrounds. This perspective helps create inclusive designs that consider users' cultural preferences and avoid any unintentional biases.
Observation & Listening
Ethnologists excel in observing people’s behaviours in natural settings, often picking up on subtle, non-verbal cues (many of us were offered jobs in the Government's intelligence agencies mainly for that reason, but that’s a story for another time). This skill is invaluable in UX, where observing users interact with a product can provide insights into usability issues. Ethnologists know how to listen actively, making users feel comfortable and open during interviews or tests.
Whether conducting usability tests or simply watching users interact with a prototype, I’ve found that being a good observer makes all the difference. Sometimes, users don’t articulate their frustrations directly, but their behaviours reveal what’s working and what isn’t. My ethnographic experience has trained me to notice these subtleties, helping me design more intuitive and user-friendly interfaces.
Embracing Adaptability
Ethnologists often find ourselves in unfamiliar environments, learning about new cultures, languages, and ways of living and adjusting our methods as needed. This adaptability is crucial in UX design, where projects often require switching between different user groups, industries, or technologies. The ability to quickly adapt, stay curious, and navigate ambiguity makes ethnologists well-suited for the fast-paced, ever-evolving world of UX.
In both fields, the ability to remain flexible, stay curious, and embrace change is crucial. Moving from ethnology to UX design has shown me that even when I’m out of my comfort zone, I can apply the same mindset of curiosity and adaptability to solve new challenges.
Final Thoughts
In theory the transition from ethnology to UX design feels like a natural progression. Both fields require empathy, curiosity, and a deep understanding of human behaviour. The skills I developed studying cultures and communities now help me create digital experiences that work for real people.
And all this make sense put it like this but trust me it is not an easy transition for one immensely important reason – recruiters not always see the connection. Many times, your resume will be thrown aside just by seeing your education. And I wish I could tell you that this is just my theory, but I was told this by not just one or two recruiters. Even when you try to explain the connection most of the time you will not get a positive response or any response in that matter – just because they are people and people don't like admitting they overlooked something, even though it's not that big of a problem.
If you’re an ethnologist considering a career shift, don’t underestimate how much your skillset is already aligned with UX design. At its core, UX is about people, and understanding people is what ethnologists do best. For me, this transition has opened up exciting new opportunities to apply my passion for understanding human behaviour in a whole new context.