Oren Horev, at the time a user experience strategist for Plan, spoke at MEX in May 2010. He shared the results of an ethnographic study into the mobile user experience of ‘van man’, a colloquial term in British society for the legion of delivery drivers and tradesman who drive tens of thousands of miles each year in their white-coloured vans. Horev draws lessons from the ethnographic results, explaining how it prompted new thinking about multi-touchpoint digital experiences and how they could be delivered in the users’ working environment.