ERIN O’LOUGHLIN, GINA LUCIA TAHA and MICHELE VISCIOLA [s2If is_user_logged_in()]Download PDF[/s2If] [s2If current_user_can(access_s2member_level1)] [/s2If] Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition to a business strategy based on understanding people’s needs, behaviors, values and motivations. Three UX case studies conducted over three years illustrate our educator, moderator, partner framework for collaborating with large enterprises in flux.[s2If current_user_is(subscriber)] Become a member to access video. Learn More. [/s2If][s2If !is_user_logged_in()] Free Article: Please sign in or create a free account to access the leading collection of peer-reviewed work on ethnographic practice. To access video, Become an EPIC Member. [/s2If] [s2If is_user_logged_in()] INTRODUCTION Personal banking is in a state of strong transition, impacted by the continued reverberations of the global economic crisis, and innovative technologies....