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Many companies struggle with the assessment of customer experience. This chapter aims to demonstrate how mobile ethnography tackles this issue by assessing data in a holistical way, in-situ, and in real-time.

The chapter describes the implementation of a mobile ethnography project in a tourist destination, including participant recruitment, data collection, data analysis, and the derivation of insights.

The mobile ethnography project allowed to gain deep insights into the customers’ journeys.

Future research will need to further investigate questions of participant recruitment, the effectiveness of incentives as well as the performance of the data collection process. Furthermore the findings of this case need to be replicated in the context of other industries, as well as in other cultural contexts.

Mobile ethnography allows companies to gain more information on customer experience in real-time, thus with reduced cognitive and emotional bias. Therefore, the method can help to improve the touristic service offering and, consequently, customer experience.

As companies are searching for new approaches to research and manage customer experience, this chapter is of high value for both academia and practice.

The purpose of this paper is to offer an accessible and interdisciplinary research strategy in organisational ethnography, called action ethnography, that acknowledges key concepts from action research and engaged and immersive ethnography. It aims to encourage methodological innovation and an impact turn in ethnographic practice.

A working definition of “action ethnography” is provided first. Then, to illustrate how an action ethnography can be designed by considering impact from the outset, the author draws on a study she is undertaking with a grassroots human rights monitoring group, based in England, and then discusses advantages and limitations to the approach.

The author suggests three main tenets to action ethnography that embrace synergies between action research and ethnography: researcher immersion, intervention leading to change and knowledge contributions that are useful to both practitioners and researchers.

This paper provides researchers who align with aspects of both action research and ethnography with an accessible research strategy to employ, and a better understanding of the interplay between the two approaches when justifying their research designs. It also offers an example of designing an action ethnography in practice.

Whereas “traditional” ethnography has emphasised a contribution to theoretical knowledge, less attention has been on a contribution to practice and to those who ethnographers engage with in the field. Action ethnography challenges researchers to consider the impact of their research from the outset during the research design, rather upon reflection after a study is completed.

Designing digital artifacts is not a linear, straightforward process. This is particularly true when applying a user-centered design approach, or co-design, with users who are unable to participate in the design process. Although the reduced participation of a particular user group may harm the end result, the literature on solving this issue is sparse. In this article, proxy design is outlined as a method for involving a user group as proxy users to speak on behalf of a group that is difficult to reach. The article investigates the following research question: How can roleplaying be embedded in co-design to engage users as proxies on behalf of those who are unable to represent themselves?

The article presents a design ethnography spanning three years at a cancer rehabilitation clinic, where digital artifacts were designed to be used collaboratively by nurses and patients. The empirical data were analyzed using content analysis and consisted of 20 observation days at the clinic, six proxy design workshops, 21 telephone consultations between patients and nurses, and log data from the digital artifact.

The article shows that simulated consultations, with nurses roleplaying as proxies for patients ignited and initiated the design process and enabled an efficient in-depth understanding of patients. Moreover, the article reveals how proxy design as a method further expanded the design. The study findings illustrate: (1) proxy design as a method for initiating design, (2) proxy design as an embedded element in co-design and (3) six design guidelines that should be considered when engaging in proxy design.

The main contribution is the conceptualization of proxy design as a method that can ignite and initiate the co-design process when important users are unreachable, vulnerable or unable to represent themselves in the co-design process. More specifically, based on the empirical findings from a design ethnography that involved nurses as proxy users speaking on behalf of patients, the article shows that roleplaying in proxy design is a fitting way of initiating the design process, outlining proxy design as an embedded element of co-design.

This chapter discusses the differences between face-to-face and online ethnographies of Scottish Country Dancing. It draws on fieldwork conducted firstly in Lyon in 2017 and subsequently in Edinburgh in 2017–2018, with further fieldwork in Edinburgh, due to the global pandemic, now taking place online. Online Scottish Country Dancing is challenging, especially given that this social dancing requires a partner and space. Due to the pandemic, how and why individuals do online dancing has shifted because people can now link in and across different locations. As a researcher as well as a dancer, my current project utilises blended ethnography, including textual analysis, fieldnotes, participant observations, interviews and surveys. Conducting online ethnographic practices raises specific ethical considerations and challenges, most notably concerning who is being observed and whether the participants are aware of being observed. This chapter addresses how the research aims to adapt ethnography from face-to-face fieldwork to online situations, in response to the impact of COVID-19 and associated ethical challenges.

This paper suggests mobile ethnography as a method for data collection, where Generation Y customers are integrated as active investigators. The paper aims to contribute to the debate on museums as experience‐centred places, to understanding how the experience is perceived by Generation Y, to identifying the customer journey, to providing an insight into service experience consumption and to deriving managerial implication for the museum industry of how to approach Generation Y.

Mobile ethnography is applied to the National Museum of Australia in Canberra with a sample of Generation Y visitors as the future visitor market.

The paper finds that there is a need to involve museum management in measuring museum experiences, especially with regard to the definition and improvement of the service‐delivery processes. Service experience must be appropriately managed by museum operators by collecting, evaluating, storing and reusing relevant data on customer experience. Mobile ethnography and tools such as MyServiceFellow offer an important potential source of sustainable competitive advantage by improving customer experience, particularly for Gen Y.

The most significant limitation is the exploratory nature of the single case study derived from a small sample within only one museum.

This is one of the few studies to have addressed mobile ethnography in a service context and examined the museum experience of Generation Y. The paper finds that there is a need to involve museum management in service design to improve the service‐delivery process, especially with regard to the different mindsets of the Millennials.

The purpose of this paper is to report the results of an industry-funded qualitative interdisciplinary research project that has produced a new approach to motorway noise management called “noise transformation”.

Four iterative design tests guided by listening as methodology. These included field recordings, laboratory tests and two field tests. Field tests were conducted in combination with ethnographers, who verified community responses to field-based transformations.

Transformation requires an audible perception of both background and introduced sounds in all instances. Transformation creates a 1–2 dB increase in background sound levels, making it counterintuitive to traditional noise attenuation approaches. Noise transformation is an electroacoustic soundscape design method that treats noise as a “design material”. When listening to motorway noise transformations, participants were actually experiencing another rendering of a sound that they had already acquired a degree of attunement to. Thus, they experienced transformations as somehow familiar or normal and easy to feel comfortable with.

Noise transformation is a new approach to noise management. Typically, noise management focusses on reduction in dB levels. Noise transformation focusses on changing the perceptual impact of noise to make it less annoying. It brings together urban design, composition and ethnography as a means to think about the future design of outdoor environments affected by motorway traffic noise, and should be of interests to planners, designers and artists. The authors have structured the paper around listening as methodology, through which both design and ethnography outcomes were achieved.

This chapter outlines opportunities for designing place-based or localized social media services and technologies for tourist settings. Following an exploration of how ephemeral, collaborative social networks emerge, consideration is given to understanding tourist places in terms of networking and socialization. In the field of information technology design, there are many examples of experimental mobile, location-based services that provide informational overplays for tourism sites and generally seem to merely replicate the functions of guidebooks or online information services. However, viewing the performance of tourism through a lens that emphasizes place-making as a social practice could inspire the innovation and design of new mobile social technologies to enrich tourist places and interactions.

The purpose of this paper is to explore how a people-centred, design-led approach to the different needs and aspirations of adults with autism could help inform the design of space, objects and activities for individuals in their own homes to enhance everyday life experiences. There are dozens of studies that have reported the health benefits associated with good design and the Kingwood Trust set out to research what that might mean for the adults with autism it supports.

The paper describes three projects: Housing Design, Garden Design and Exploring Sensory Preferences whose design interventions were realised through a process of design ethnography, to include and work with the people that Kingwood support who have limited verbal speech and learning disabilities. Participatory observation, co-design workshops, interviews, visual probes and mapping tools were created to gather insights about how a person perceives and engages with the physical environment, with a particular focus on their sensory sensitivities and special interests.

The outcome of the project is a holistic, design-led approach to identifying the sensory preferences and special interests of adults with autism to inform the design of residential accommodation. A second project will be published at a later date, which will test and evaluate the effectiveness of the design interventions described in this paper as part of a PhD by practice supported by Kingwood Trust.

Autistic adults with limited verbal speech and additional learning disabilities, are often excluded from design research. This paper bridges this gap by selecting and adapting design methods that invite the people that Kingwood support to be active participants within the design process. The revised DSM-5 is an important milestone that puts the sensory environment back onto the roadmap within autism research, however the relationship between people with autism and the physical environment is a relatively under-researched area. This paper bridges this gap in research and illustrates how an autistic person's interaction and reaction to their home environment, can create understanding, tangible insights and clues to inform the design and adaptation of environments to reduce triggers of anxiety, making them more comfortable, enjoyable and meaningful for that person.

Design for manufacture and assembly (DfMA) challenges architects in managing diverse knowledge across different professional domains. Little research, if any, has documented DfMA as a knowledge-intensive activity happening in real-life cases. This research aims to investigate DfMA knowledge acquisition, sharing and implementation in real-life practice and develop DfMA knowledge-to-action framework for architects.

It does so by (1) conducting observations in design meetings, documentary analysis and interviews, (2) thematic analysis through knowledge management (KM) perspectives and (3) based on this profound understanding, enriching the prior understanding of design as a double diamond process.

Through the lens of KM, DfMA is not merely a double but multiple diamond process, involving the iteration of making absenting interdisciplinary knowledge available, deciphering tacit knowledge explicit and embedding the knowledge in a design that well considers various criteria, the downstream manufacturing, logistics and assembly in particular. To execute multi-faceted knowledge acquisitions and implementations in DfMA, architects should balance their roles as humble learners, team coordinators, creative leaders and democratic negotiators.

This research reveals the DfMA implementation process, activities and dilemmas from real-world design meetings. The DfMA knowledge-to-action framework developed in this study, along with practice examples and lessons learned, can facilitate architects to play new roles. Future research is recommended to fine-tune the framework by having other stakeholders’ perspectives, refining it with additional cases and developing assistive tools for designers based on the framework.