Mobile ethnography is the main focus of ExperienceFellow. This smartphone app records and evaluates customer experiences, thereby leading to improved products and services. Service providers make the ExperienceFellow app available to their customers free of charge, allowing them to easily record their experiences. The collected data is subsequently analysed with the accompanying software and flows directly into the product improvement stage. ExperienceFellow was founded by service design expert Marc Stickdorn and the Cologne-based designer Jakob Schneider. Together they published the book "This is Service Design Thinking", which has already become a reference work in the community and has won the Red Dot Design Award 2011 among others.