myServiceFellow is a mobile ethnography application for smartphones.

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.