Embed Size (px)
Citation preview
Design Research
for
Emerging Markets
Andrew Harder
@thevagrant
Me
Relevant, Beautiful and Successful
Why do emerging markets matter?
Growth
GDP growth, 1991 – 2011. Source: World Bank via google.com/publicdata
New consumers
Rama Bijapurkar
Enormous
infrastructure
improvements
Perfect conditions for disruptive
innovations
Why do emerging markets matter?
Design may be described as creativity deployed to a
specific end
George Cox, UK Design Council
Design is the translation of social need
Kat Gough
Why do emerging markets matter?
The question therefore isn't so much 'what is design and
why does it matter?' but 'how can I use good design to
make the world around me better?'
UK Design Council
Why do emerging markets matter?
The question therefore isn't so much 'what is design and
why does it matter?' but 'how can I use good design to
make the world around me better?'
The Design Council
The improving mentality
The Albert Memorial, Kensington Gardens
“Must we not then… endeavour to
raise these wretched beings out of
their present miserable condition?”
Source: Empire Marketing Board
Source: Empire Marketing Board
Source: Empire Marketing Board
"The Great Improvers"
"The Great Improvers"
Colonial errors:
I know what they need
They need our help
They need help with basic survival
Fallacy 1: They need our help
“If we stop thinking of the poor as
victims or as a burden and start
recognising them as resilient and
creative entrepreneurs and value-
conscious consumers, a whole
new world of opportunity will open
up”
CK Prahalad
Commercial companies can’t help
they wanted to create a sanitation product people would be happy to buy but that also improves people’s health
1: Emerging Market Consumers are
demanding and have alternatives.
We should be so lucky to get a slice of
their wallet
1: How may I be of service?
FROG SLIDE
Research notes
1. Text-based UIs are not suitable for illiterate users
2. Abstract metaphors like envelope for SMS are unsuitable
3. Instead, physical interface elements like
dials, exaggerated buttons and information gauges are
familiar
4. Mechanical world metaphors are more intuitive in this
context
5. Most technology in rural India separates controls from
information
6. Reselling and repair is common
7. Vast majority of phone's features are untouched by non-
literate users, creating a bloated feature set
Creative Direction - SteampunkSteampunk reflects the design and craftsmanship of the Victorian eraRemove the aesthetic of "preciousness" to invite tinkering and exploration
Me
Fallacy 2: They need basic products
Fallacy 2: Their needs are defined by what
they lack
What is needed?
Ways to manage illiteracy
Help repairing and maintaining devices
Simple features
Technology that feels appropriate and familiar
View the Tata Nano video on my blog at
http://www.andrewharder.com
2: Address desire, not just needs
2: Celebrate Awesomeness
Aspiration: Not dreaming, doing.
Fallacy 3: Cultures are frozen at a point
in time
3: The world plays out in real time
3: We live in multiple cultures
Your users want to be smarter, sexier and
richer.
Help them.
The $2.3 trillion question
Your users want to be smarter, sexier and
richer.
Help them.
Andrew Harder
@thevagrant
