Product Thinking for Ethnographers


Date: Wednesday, May 8, 9am–12pm Pacific Time | 6–9pm CEST

Instructor: Chris Butler

Location: Online

Fee: $150 or $100 if you qualify for discounted pricing

In this tutorial we will take a tour of product management frameworks that help connect customer understanding with execution in product teams. Chris will give ethnographers perspectives and insights on how product managers think so they can work with them effectively. Through an exploration of case studies and workshop exercises, we will try out these product management frameworks, including how to most effectively incorporate the outputs and insights generated through ethnographic work. Participants will take away with them workshops and methods they can use immediately with the teams they are part of.

The tutorial will cover:

  • The product mindset as applied to product creation, standard development life cycles for products, common artifacts, and strategic frameworks.
  • Abstraction levels as a model for thinking through decision framings
  • How research outputs shape cross-functional decisions.

The session will include a mix of presentation and interactive exercises completed as small groups.


Researchers with all levels of experience are welcome. This tutorial is appropriate for researchers who are interested in sharpening their understanding of product development processes, and want to broaden their capabilities working with product teams. No prior experience in product management is needed as the basics will be explained in the tutorial. You will need to be able to join the session on Zoom, participate in breakouts, and use a digital whiteboard service like Miro.


Chris Butler is a chaotic good product manager, writer, and speaker. He facilitates critical decision making for teams that build new and innovative products. Chris has been a product leader at Google, Microsoft, Facebook, Cognizant, KAYAK, and Waze. Most recently he is working at GitHub helping the AI & Productivity team as Staff Product Operations Manager.

chris butler

Staff Product Operations Manager | Github

How to Register

Buy tutorial tickets when you complete your virtual or in-person registration for EPIC2024. Virtual registration is free for EPIC Members; tutorials are an additional $150 each. For detailed information and to register click the button below.

Fee: $150 or $100 if you qualify for discounted pricing

Class size: Maximum 35 participants

Date: Wednesday, May 8, 9am–12pm Pacific Time | 6–9pm CEST

Location: Online

Questions? Contact