MADISON LYNN STEVENS
Japan Ethnography
DESIGN RESEARCH
How might we understand the differences and unique aspects of Amazon Operations in Japan?
I led the logistics, planning, and design research of this study involving 24 participants, 6 researchers, and a team of rotating translators across 8 sites in Tokyo and Osaka. The research focused on understanding the unique aspects of Amazon's APAC Operations by observing and interviewing Safety Managers, Area Managers, and Dock Clerks from inbound and outbound processes. Through ethnographic immersion, we aimed to map Jobs To Be Done, identify regional differences in roles and responsibilities, understand pain points, evaluate tool requirements, assess cross-functional partnerships, and examine variations across shifts and site types.
Prior to arriving in Japan, I created an ethnography and cultural training for the researchers to prepare the team on what to expect and how to conduct ourselves. We discussed how to work with the translators effectively, the known Japanese cultural norms and differences, key Japanese phrases, and other helpful tips to help us immerse and assimilate.
Ethnography is a qualitative research method rooted in social and cultural anthropology. The immersive experience is meant to understand and document the social and cultural behaviors of the people you are studying. Our goal is to understand their “natural work habitat” - their jobs, tasks, goals, motivations, tools, and environment to create jobs maps, experience maps, and proto-personas.
Japanese Operations are guided by "Kuuki wo yomu" (Read the Air), emphasizing anticipation of needs and service without complaint. Leadership demonstrates this through daily cleaning activities, which serve multiple purposes including equipment inspection and showing respect. All operations follow standardized guidelines, reflecting Japan's strong cultural emphasis on unified procedures. These cultural nuances and their operational impact were revealed through direct ethnographic observation.
Prior to arriving in Japan, I created an ethnography and cultural training for the researchers to prepare the team on what to expect and how to conduct ourselves. We discussed how to work with the translators effectively, the known Japanese cultural norms and differences, key Japanese phrases, and other helpful tips to help us immerse and assimilate.