Learnings and tools for customer experience design
Case Studies ExperienceFellow

Case studies: 7 mobile ethnography projects

1. April 2014

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Case studies: 7 mobile ethnography projects

Here are seven examples on how mobile ethnography can be used to research customer experience in tourism.

The field of design has changed completely during the past. Previously, design was seen as a profession that operates in specialist areas such as graphic design, product design, and fashion design; during the last 10 years it changed its scope from ‘Design Centred Design’ to ‘User Centred Design’. As such, and building on the service-dominant logic and services marketing, service design goes beyond designing artefacts and is argued to be no longer limited to the design of tangible products only, but also designs complex and interactive service processes and ecosystems.

These developments lead to the emergence of ‘service design’, a multidisciplinary and systematic approach, which can cope with the functionality and complexity of services by visualizing their systems and processes as well as by placing the client at the heart of the process.

Here are case studies on how ExperienceFellow (in the book called by its prior name myServiceFellow) was part of an international research project funded by the European Union.

Birgit has worked in the field of services and tourism for over 10 years. After being responsible for market research at the Tyrolean Tourism Board she also works for MCI Management Center Innsbruck as a researcher.
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