After a brief introduction of *what is ethnography*, she showed how Human-Computer Interaction, initially based in Computer Science, evolved to include cognitive psycho concepts with a quantitative understanding of how humans interact with technology. Researchers recognized that this approach, though fruitful for certain purposes, could be complemented by others, such as ethnography. Which is *Ethnography met HCI*: as technology has become ubiquitous, multi-purpose, embedded, social, there was trend to move beyond lab-based studies of individuals and instead understand social use of technology. The point was then to leverage ethnographic techniques to seek inspiration for new designs. This quick summary was interesting but I think it partly ignores the use of ethnographically-inspired method in the broader context of design (that happened in parallel).

Johanna then summarized what *ethnography can do for HCI*:

1. broadening the notions of requirements gathering
2. understanding social context of service increases chances of adoption (rather than just the use of technology)
3. creating new engaging experiences (things that move beyond practices people are already doing, push the envelope, push the boundaries)
4. inspired by real-world social interaction