Project Report: What Does The Butter Cross See?

One of the best ways to learn about people is simply to watch them. Observation, without agenda or interference can reveal behaviours, needs, and patterns that often go unnoticed. As UX designers, this kind of “people watching” is a fundamental tool for understanding context, motivation, and interaction in the real world.

This project was part of a 5C model exercise focused on Contextual Inquiry and Comprehension. The goal was to sharpen our ability to observe, record, and interpret everyday human behaviour through naturalistic observation. The intended learning outcomes were to:

• Practice unbiased observation of real-world user behaviour

• Identify patterns, routines, and environmental influences

• Reflect on how these insights can inform design thinking

It sees a lot.

The afternoon starts off with an empty, rainy street—but as the rain clears, the space quickly fills with movement, music, and chatter. Families, shoppers, and wanderers all pass through, each with their own story. Some people circle the street multiple times, others linger to listen to musicians or take photos near the historic monument.

Children climb and play on the steps of the cross, while musicians adjust their tempo to attract or disperse crowds. The scene constantly shifts between quiet observation and lively interaction—a perfect microcosm of public life.

To capture these behaviours, data was collected through:

• Audio recordings

• Photographs

• Video clips

• Field notes

You can view snippets of the collected material here.

Over three hours of observation revealed several behavioural patterns:

• The age demographic shifted as the day went on; younger crowds gave way to older visitors by late afternoon.

• Music significantly influenced crowd behaviour—buskers drew large, engaged groups that quickly dispersed when the sound stopped.

• Movement was unstructured: people rarely adjusted for others, leading to organic but chaotic pedestrian flow.

• Preparedness for weather was consistent—umbrellas, layers, and reusable shopping bags were common.

These small, seemingly ordinary details reflect how environment, time, and emotion shape user behaviour in public spaces.

This exercise reminded me that design begins with curiosity. Before we create experiences, we must first understand them—how people interact with spaces, objects, and each other. Observing at the Butter Cross was a reminder that every crowd has a rhythm, every passerby a reason, and every behaviour a story waiting to be uncovered.