myServiceFellow is a mobile ethnography application for smartphones. You can download the app “myServiceFellow” in the Apple AppStore (iOS 4.1 or higher) & and Android Marketplace (Android 2.2 or higher) and test the app with the username “demo” and password “demo”.

Mobile Ethnography is a user-centered research method mainly developed for the application of service design. This approach differs intentionally from previous ethnographic research tools due to the fact that it is a customer who structures the research based on the perceived service sequence and importance of service components himself. Mobile ethnography enables customers to map their journey through a service in real-time (customer journey mapping), consisting of a sequence of touchpoints between the customer and the service provider. Hence it is the customer who defines which touchpoints are relevant to him/her and which ones he/she perceives as important – both positive and negative. Capturing all positive and negative aspects of a service often involves various services from other providers or actors, such as company stakeholders, competition, (social) media, etc. Hence, such a holistic and user-centred perspective of complex service systems reveal deep insights into the sequence and interrelations between single value propositions.

myServiceFellow has been developed by the MCI – Management Center Innsbruck, co-funded by the “Tiroler Wissenschaftsfonds” (2008 – 2010), by the European Union under the CIP Competitiveness and Innovation Framework Programme (2011-2012), and the “Tiroler Wissenschaftsfonds” (2012).