Diving into the world of Primary Research Design Ethnography

Guided by Eleonora Brambilla and Sara Innocenti, exploring fieldwork, observation, and the power of human-centered insights. A journey into qualitative research that guided students from observation to a deeper understanding of everyday behaviors.

After desk research, interviews and field observations brought the study to life. This year’s focus on the lunchtime experience at the Bovisa Campus highlighted how food choices, shared spaces, time constraints and social interactions shape daily university routines.

Design ethnography goes beyond what people do — it reveals the meanings behind their actions. And that’s where more thoughtful, human-centered service design begins.