Zoomie hopped on a plane and flew to Italy to conduct his ethnographic study on Formula 1 drivers and their use of speedometers. He talked to Fernando Alonso, an actual racer for Scuderia Ferrari. He asked him a hundreds of questions about how he interacts with the speedometer, and what features he considered important for a speedometer: needles, numbers, size, light, color shadows, brilliant colors versus opaque colors, and more.

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​Zoomie also wanted to know all about the other things that are relevant to the speedometer, such as what other system components would be helpful to have right next to it, its position within the dashboard among other displays, and all the other pieces of the system that were crucial for a driver to win a race.