This paper demonstrates the value of design ethnography in multi-stakeholder intelligent mobility systemsinnovation and presents a methodology developed through collaborative projects over ten years. In detailedexamples of the development of self-driving cars, Mobility-as-a-Service and connected multi-modalmobility solutions, it shows how ethnographic friction reframes assumptions, fosters co-design, and supportsparticipatory forms of futures-making. We argue that the value of design ethnography lies not in solvingpredefined problems, but in its pedagogical approach to enable deep scaling – the transformation ofinstitutional logics, stakeholder relations, and future imaginaries over time. We propose a framework forapplied ethnography that we call “patching” – that includes tailoring methods, anchoring voices, reframingperspectives and scaling human approaches in an iterative and participatory process.