andrew harder - “emerging market research”

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  • 1. Design Research for Emerging MarketsAndrew Harder @thevagrant
  • 2. Me
  • 3. Relevant, Beautiful and Successful
  • 4. Why do emerging markets matter?
  • 5. Growth GDP growth per capita, 1991 2011. Source: World Bank via
  • 6. New consumers Rama Bijapurkar
  • 7. Enormousinfrastructureimprovements
  • 8. Perfect conditions for disruptiveinnovations
  • 9. Why do emerging markets matter? Design is the translation of social need Kat Gough
  • 10. Why do emerging markets matter? The question therefore isnt 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
  • 11. Why do emerging markets matter? The question therefore isnt 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
  • 12. The improving mentality
  • 13. The Albert Memorial, Kensington Gardens
  • 14. Source: Empire Marketing Board
  • 15. Source: Empire Marketing Board
  • 16. "The Great Improvers"Source: Empire Marketing Board
  • 17. Charles Darwin Ernst Haeckel
  • 18. "The Great Improvers" Colonial errors: There is a fundamental difference between us and them I have more things and better morals, so I am superior I can judge them according to my standards I can see what they need They need our help
  • 19. Its not about them. Its about us.
  • 20. As researchers, our mission is tosee the world as our participants seeit
  • 21. Core of Anthropology: Reflexivity
  • 22. Relevant, Beautiful and Successful
  • 23. Research notes1. Text-based UIs are not suitable for illiterate users2. Abstract metaphors like envelope for SMS are unsuitable3. Instead, physical interface elements like dials, exaggerated buttons and information gauges are familiar4. Mechanical world metaphors are more intuitive in this context5. Most technology in rural India separates controls from information6. Reselling and repair is common7. Vast majority of phones features are untouched by non-
  • 24. Creative Direction - SteampunkSteampunk reflects the design and craftsmanship of theVictorian eraRemove the aesthetic of "preciousness" to invitetinkering and exploration
  • 25. Me
  • 26. Fallacy 1: Cultures are frozen at apoint in time
  • 27. 1: The world plays out in real time
  • 28. Fallacy 2: They need basic products
  • 29. Fallacy 2: Their needs are defined bywhat they lack
  • 30. What is needed?Ways to manage illiteracyHelp repairing and maintaining devicesSimple featuresTechnology that feels appropriate and familiar
  • 31. We live in multiple cultures
  • 32. 2: Its cool to be cool
  • 33. 2: Self-esteem is a very powerfulemotion
  • 34. Aspiration: Not dreaming, doing.
  • 35. Fallacy 3: Usability is universallyimportant
  • 36. Buying for power, not comfort
  • 37. 3: In a rapidly changingsociety, keeping up-to-date isimportant
  • 38. Your users want to besmarter, sexier and richer.Help them.
  • 39. "The Great Improvers"Source: Empire Marketing Board
  • 40. Fallacy 4: They arent rational
  • 41. "I am worried about theenvironment. So I take my 4WD off-roading in Tibet to enjoy theenvironment before it is ruined."
  • 42. I dont like the preview of atext message. I dont want people knowing what messages I get Do you put a password on your phone?Of course not, I dont want people thinking I have something to hide
  • 43. 4: Explain novel behaviour asrational response to a differentenvironment
  • 44. 4: Treat contradictions as yourfailure to understand the situation
  • 45. Central contradiction in privacyPhones are private Phones are socialobjects objects
  • 46. Porous privacyHelp me avoid I basically trust myembarrassment friends
  • 47. Research toolkit for reflexivityWhat do we expect to find when we go?What does this person want from their phone thatyou dont want from your phone?
  • 48. See your actions in historicalperspectiveUse reflexive tools
  • 49. Thank youAndrew Harder @thevagrant