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Choose between an adaptable PRO account, SINGLE PROJECT plans and the MINI plan:

  • The PRO account
    You pay monthly depending on how many researchers you add to your account and how many active participants you have in your projects.
  • The SINGLE PROJECT plans
    Select a plan that suits your needs and your budget. No extra costs – you pay once at the beginning and have access to your project based on your plan. You can always upgrade to a PRO account if you would like to extend or prolong your project.
  • The MINI plan
    A basic version to explore the possibilities of ExperienceFellow. This plan also enables you to keep projects archived, without loosing your data if you don’t have any active projects going on.

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Set up a project

The Set-up wizard
A set up wizard guides you through the set up process of your project: Decide if you want to work with default settings (recommended for beginners) or if you prefer to define all details of your project (recommended for advanced users). You can define the following details:

  • Project Information: Add a title and description for your project. The project title is also visible to your participants. Choose a short and clear title to easily identify your project. The description is only visible to the researchers. You can also assign them to the project on this page.

  • Primary Contact: In this section you can add your companies details and specify a contact person. Your participants will be able to see the info in their mobile app in case they need to reach out to you.

Mobile application settings:

  • Welcome Screen: Your participants will see the welcome screen you set here when they sign in to your project with the ExperienceFellow mobile app. Use this to describe your project and to give clear instruction what they should document.


  • Participants profile: Choose if you want your participants to fill out a short (fully customizable) questionnaire. Use this to learn more about your participants and to group them into customer segments later (e.g. to create research-based Personas).
 The questionnaire can be edited in the next step of the profile setup.

  • Location Handling: You can choose if participants have to activate their GPS location, if you rely on specific location data.

  • Media types in touchpoints: You can set which attachments participants can use to document their touchpoints.


  • Naming for touchpoints: Define how you would like to call touchpoints in the mobile app. Even though we use the word "touchpoint" here, your participants most probably do not understand this. So, you might consider to call this simply an experience or a moment (Get in touch with us if you need a different wording!).


  • Scale type: Currently we're offering three different types of scales to rate the customer experience of touchpoints: "satisfaction", "importance", and "experience".


  • Participants profile settings: You can choose between default profile fields (name, email, gender, age, and photo) or create custom ones based on yes/no questions, numeric entries, short or long text answers.

  • Summary:
    Review your project setup. You’ll still be able to change all settings until you start data collection. After you start, you’ll not be able to change mobile application setting anymore to guarantee consistent results.

The project status
After the project wizard, you still can change the details (Project status: "Set up"), until you start collecting data by inviting participants to your project (Project status: "Collecting data"). You can already analyze the data, but your data set is still subject to change as participants can add or change their data until you stop collecting data (Project status: "Stopped"). Once you're done with your research, but you'd like to keep your project for later, you can archive it (Project status: "Archived"). Participants of archived projects do not count towards your PRO account.

The project status sequence:
(1) Set up > (2) Collecting data > (3) Stopped > (4) Archived

Invite participants

When you’re done with the set-up of your project, you can start collecting data and invite your participants.

Once you start collecting data, you cannot change the project settings anymore, because the project settings must be the same for all participants. As participants can also collect data off-line, project settings cannot be changed anymore as soon as you start collecting data. So better double-check!

You’ll find an email and pdf template to invite your participants. But often a personlized mail from you works much better! It’s only important that your participants download the app ExperienceFellow on their mobile device and log in to your project by scanning the QR code or typing in the project token. This QR code is valid for all participants of one project and can easily be copied into an email by copy + paste.

Maybe it is good to you and your participants to know that all pictures and videos will be saved automatically on your mobile device and a copy in the app itself. Therefore it is no problem if attachments are deleted on the device. The copy will always stay in the app!

A few things to think about when you invite participants:

  • Why should your participants take part?
    Think about incentives to motivate your participants. Give-aways work quite fine or a raffle among all participants. The incentive should be valuable for the participants – often something in context of your project works best. Think also about how you contact them if you do an anonymous project.
  • How many participants do you need?
    ExperienceFellow is a qualitative approach that can be compared with a usability test across all channels – online and offline. Often, researchers want to find out the main issues ("bugs") of a certain experience or find common patterns in a customer journey. We advice to start with a rather small number (such as 10), but really go into depth. When you're more experienced, you can handle many more participants as you can filter and group them for your analyses.
  • What should your participants do?
    Give them clear instructions what to do and what to document. Depending on the project, it might make sense to ask participants to document whatever they think is important along the whole customer journey (e.g. their whole experience in a hotel) -or- to ask participants to focus on a particular aspect or channel and document this rather in detail (e.g. the breakfast in a hotel).
  • Should I also use other methods?
    Use method triangulation and validate your results with other ethnographic methods, such as observation and contextual interviews. Log in as a participant yourself and use the mobile app for your field notes, so you have everything in one data set which makes it easy to analyze later!


See your data coming in

Once your project is set up and you have invited your participants, you can lean back and see your data coming in. Be aware that as long as you did not close your data collection, the data you see can still change! Participants can add text, photos, or videos. And of course also add further touchpoints, but also delete touchpoints. You can already start working with the data, but as long as you collect data, your data set might change.

A few things to think about during your field research:

  • Check the data coming in. Is this what you are looking for? If not, get in touch with your participants and clarify your brief (Remember: A clear and simple brief always works best!)
  • Do you get enough data? Motivate your participants (Remember: An incentive is essential for your participants – unless they have an intrinsic interest in taking part).
  • You’ll see data coming in in real-time. However, sometimes participants don’t have internet – particularly when participants are abroad – and they might forget to sync when they're online again. Make sure to remind participants to sync as you’ll only see their data as soon as they sync.



Close the data collection, so that your participants can no longer synchronize and potentially change your data set. Now, you can start digging into your data! Start with creating a new perspective.

Remember: Your raw data set is fixed now and can't be changed anymore. You won't loose any data – no matter what kind of analysis you do. However, to be able to work with your data, you need to create a new perspective (as explained below).

ExperienceFellow was developed to allow you to use a scientific research approach in a very simple and visual way. Here are a few tips for your analysis:


Create distincitve perspectives for different research topics or for different researchers (supporting investigator triangulation). The perspectives are complete copies of your data set. Everything you do in here won’t affect other perspectives or your raw data set.

Touchpoints sorting

Sort your touchpoints to bring touchpoints in order or to synchronize the sequence of different participants. You can sort them simply by drag and drop in every perspective you create.

Tag and filter tools

Tag and filter touchpoints in any perspective to find certain patterns (codifying your data). For example, tag certain problems when you go through single participant journeys and later filter your perspective by them. You’ll see patterns immediately!

Map view

Use the map view to follow the geographical journey of your participants. Put several journeys on top of each other to see a heatmap and identify clusters of positive and negative touchpoints.


Comment on touchpoints to make sense of your data and share your insights with other researchers.

High quality export

Export single customer (participant) journeys with all your tags and comments to share your insights with your client or colleagues.


ExperienceFellow mobile app

Our free mobile app "ExperienceFellow" is available in the AppStore or MarketPlace. Participants can use the app to document their experiences on the go. It works like a diary on their mobile phone. Also researchers can use the app for their field notes to document their observations or contextual interviews.


A "participant" is a proband of your project. Everyone who participants in your research and who documents their experiences with our mobile app. Adding participants to your project might increase the price of your account.


A "researcher" is everyone involved in the set up and analyses of your project. You need at least one researcher to set up a project and to make sense of your data. Additional researchers allow you to triangulate your findings. Adding researchers might increase the price of your account.


A "project" is your main entity to distinguish between your different research ventures. Each single project has a unique project token and respective QR code for your participants to join. You can invite multiple researchers to a project (depending on your selected plan). The monthly pro account includes unlimited projects (only the sum of all researchers and participants in all your projects counts), while the single project plans include only one project.


A "perspective" is a seperate and complete copy of your raw data set. You can add tags, comments and sort touchpoints only in a perspective, so that you always keep the raw data set as it came in from your participants. Any changes you do in a perspective does not affect other perspectives or your raw data set. Create distincitve perspectives for different research topics or for different researchers (supporting investigator triangulation).


"Touchpoint" is any moment a participant comes in touch with a brand, product, or service. A touchpoint can happen on any channel (such as a website, telephone, TV, print advertisement, shop, etc.) and directly (such as between a service provider and a customer) or indirectly (such as word-of-mouth). A sequence of touchpoints is what we call a "Customer Journey".

Academic research

ExperienceFellow – developed for professional and scholarly research based on extensive academic research.

ExperienceFellow is the result of extensive academic research. In fact, Marc (one of our co-founders) is doing his PhD on the topic of mobile ethnography – the underlying approach of ExperienceFellow. Here's a selection of articles on mobile ethnography or on research that uses mobile ethnography. If you've published some research using ExperienceFellow (or myServiceFellow as it was called 2008-2014) or you find some interesting papers on this, send us an email with the reference and link to!


  • Stickdorn, M., Frischhut, B. & Schmid, J. (2014). Mobile ethnography – a pioneering research approach for customer-centred destination management, Tourism Analysis., 491-504. -link-
  • Dimanche, F. (2014). Experiencefellow: Une application pour améliorer le design des services touristiques (Experiencefellow: An application to improve service design in tourism). Revue Espaces, 321, 61-65. -link-
  • Spangenberg, T. (2014). Development of a mobile toolkit to support research on human mobility behavior using GPS trajectories. Information Technology & Tourism. Online. -link-
  • Segelström, F. & Holmlid, S. (2014). Ethnography by design: On goals and mediating artefacts. Arts and Humanities in Higher Education, published online: 1 December 2014, DOI: 10.1177/1474022214560159. -link-


  • Stickdorn, M. (2013). Mobile Ethnography – Towards a more user-centred and processual ethnographic research method to analyse customer experience, European Academy of Management (EURAM) Doctoral Consortium. (Best Paper Award) -link-
  • Stickdorn, M. & Frischhut, B. (2012). Case studies of Applied Research Projects on Mobile Ethnography for Tourism Destinations. Norderstedt: Books on Demand. -link-
  • Muskat, M., Muskat, B., Zehrer, A., Johns, R. (2013). Generation Y: evaluating services experiences through mobile ethnography. Tourism Review, 68(3), 56-71. -link-
  • Brown, S. & Hutton, A. (2013). Developments in the real‐time evaluation of audience behaviour at planned events. International Journal of Event and Festival Management, Vol. 4 Iss: 1, 43 - 55. -link-
  • Karahasanović, A. & Følstad, A. (2013). Modelling User Behaviour and Experience – The R2D2 Networks Approach.
    Design, User Experience, and Usability. Design Philosophy, Methods, and Tools, Second International Conference, DUXU 2013 Lecture Notes in Computer Science. Volume 8012, 2013, 506-515. -link-
  • Bugeaud, F., Pietyra, P., Liger, V. (2013). From Service Design to Innovation through Services: Emergence of a Methodological and Systemic Framework. Collaborative Systems for Reindustrialization, IFIP Advances in Information and Communication Technology Volume 408, 431-438. -link-


  • Stickdorn, M., Frischhut, B. & Schmid, J. (2012). Mobile ethnography as a pioneering research approach for customer-centred destination management in European tourism. Travel and Tourism Research Association Annual Conference 2012 - Digital Conference Proceedings. (Best Paper Award)
  • Frischhut, B., Stickdorn, M., Zehrer, A. (2012). Mobile Ethnography as a new research tool for customer-driven destination management – A case study of applied service design in St. Anton/Austria. CAUTHE 2012 Book of Proceedings – The new golden age of tourism and hospitality, Book 2. Melbourne: CAUTHE, pp.160-166. -link-
  • Segelström, F. & Holmlid, S. (2012). One Case, Three Ethnographic Styles: Exploring different ethnographic approaches to the same broad brief. EPIC 2012, Ethnographic Praxis in Industries Conference: p. 48–62. Savannah, GA, USA. -link-
  • Brown, S. & Gunnervall, A. (2012). An event design body of knowledge research framework. Australian Event Symposium 2012, Academic Paper Proceedings. Online. -link-
  • Lewis, A. & Simmons, M. (2012). P2P Carsharing Service Design: Informing User Experience Development. Thesis, School of Engineering, Blekinge Institute of Technology, Karlskrona, Sweden. Online. -link-
  • Melles, G. (2012). Smartphone Ethnography/Ethnomethodology for Design. OzCHI 2012 conference proceeding. Online. -link-


  • Dimanche, F. (2011). Marketing Tourism Services – Towards the Application of Service Design Thinking, ATMC 2011, online. -link-


  • Stickdorn, M. & Schneider, J. (2010). This is Service Design Thinking. Amsterdam: BIS Publishers. -link-
  • Stickdorn, M., & Zehrer, A. (2010). „Service Design for tourism SMEs – The concept of service design and its application on the Alpine Zoo in Innsbruck, Austria“. ServDes – Conference for Service Design and Innovation, online: -link-
  • Stickdorn, M., & Zehrer, A. (2010). Mobile ethnography: How service design aids the tourism industry to cope with the behavioral change of social media. Touchpoint – The Journal of Service Design, 2(1), pp. 82-85. -link-
  • Stickdorn, M., Grabmueller, A., Zehrer, A., & Siller, H. (2010). Service Design im Tourismus – Die Erfassung der touristischen Kontaktpunktkette durch mobile Ethnographie. 4. Forschungsforum der österreichischen Fachhochschulen. Pinkafeld: FFH, pp. 204-209.


  • Stickdorn, M., Zehrer, A. (2009): “Service Design in Tourism – Customer Experience Driven Destination Management”, Proceedings of the First Nordic Conference on Service Design and Service Innovation, online: -link-
  • Stickdorn, M., Schneider, J. (2009): “myServiceFellow: gaining genuine customer insights”, Proceedings of the First Nordic Conference on Service Design and Service Innovation, online: -link-