1. Ethnographic tools are used to determine how users experience a product and what can be improved upon. In the case of an online banking website, these tools could be used you can keep track of what features users are interacting with the most and which features they are having the most trouble with. It could also be used to predict some features that users might be looking for but don’t currently exist on the site.
2. In a way the design process is never truly done. It can always be improved upon with aspects being added or removed. However, a design process can be considered done once it is able to serve a user and offer a purposeful experience. Upon reaching that stage it can be sold and marketed.
3. A product family I use every day is drinks. I’ll usually reach for a water or a tea, but I will drink Gatorade if I am exercising or playing a sport. It has been branded as a drink to be consumed before, during, or after physical activity and I associate it with that type of experience.