When Every Detail Counts. Ethnography for Better Commercial Vehicles

Our work commenced with in-depth ethnographic research combined with UX research. This allowed us to observe the behavior, challenges, and needs of off-road vehicle drivers directly on site and identify usability issues. Our ethnographic researchers accompanied the drivers live at their workplace, equipped with advanced technology such as GoPro cameras with night vision and highly sensitive lapel microphones. Over 40 multi-hour ride-alongs in various countries resulted in countless hours of video material addressing different user experience (UX) issues. Through observation and interviews, we also gained detailed insights into the real challenges faced by drivers of such off-road vehicles in Europe and the USA.

This comprehensive research uncovered key issues: If drivers are very tall, space in some vehicle models is insufficient, leading to significant ergonomic discomfort for users. Deficiencies in visibility and lighting were also noted, both points that compromise safety. Additionally, the arrangement of controls left room for improvement. With these clear insights, we were able to move into the next phase of the design thinking process.

Following the comprehensive analysis and presentation of findings from the ethnographic UX interviews, a three day Design Thinking workshop was held with the manufacturer at a dedicated workshop venue.

Around 60 international experts and users took part, including employees of the manufacturer, off road vehicle drivers, ergonomics and UX specialists, as well as illustrators and technical designers. This interdisciplinary group contributed a wide range of perspectives and created a distinctly creative and dynamic atmosphere.

On the first day, our focus was on imparting knowledge to the workshop participants about the challenges faced by drivers. To achieve this, ethnographic researchers compiled cinematic summaries from countless hours of video material from the UX interviews, allowing participants to better empathize with the drivers and their daily work routine. Additionally, various SUV models were available on-site. Workshop participants could sit in the cabins and authentically recognize and explore the identified issues. At different stations, they received self-experience tasks and were encouraged to assume specific personas tasked with solving problematic scenarios. For example: 'Adjust your seat so that you can see well in front of the vehicle while also keeping everything behind it in view. At the same time, you should sit comfortably and have everything within reach.' This immersive phase enabled participants to fully put themselves in the position of the drivers, allowing them to experience the identified pain points firsthand and capture them in empathy maps. An empathy map visualizes the experiences and expectations of the target group—what the imagined person says, thinks, feels, and does. This practical approach facilitated a genuine understanding and clear definition of the core problems, laying the foundation for subsequent creative processes.

The second day was all about creative ideation. Using innovative methods such as "Crazy 8" and "Lotus Blossom," participants developed a multitude of solution ideas in small groups. The best approaches were identified and directly transitioned into the prototyping phase. Here, participants experienced one of the most exciting moments: they saw their abstract ideas transformed into tangible prototypes using a variety of materials, including cardboard, clay, Styrofoam, and foam, as well as drawings by industrial designers. These were presented at the end of the day in short, concise presentation videos, which rounded off the creative process and left participants with a sense of pride as they entered the evening program.

Meanwhile, a special highlight of this workshop was still running in the background...


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