social trends and innovation - patrick roupin
DESCRIPTION
Talk by Patrick Roupin, Kovent, at the STC India UX Conference on Saturday, August 27, 2011, conducted at WE School, Bangalore. https://sites.google.com/site/stcindiaux/speakers#PatrickTRANSCRIPT
Social Trends
and Innovation
Design Research . User Experience . Brand Strategy
Patrick Roupin Founder - Kovent STC India Conference, August 27, 2011, Bangalore
Agenda
Kovent
Social trends:
• What is a social trend?
• What are the different type of trends?
• When to use trends in the design process?
• Are trends relevant for the emerging market?
• How to identify trends?
• How to create a design theme with trends?
Design Research . User Experience . Brand Strategy
Kovent
The aims of Kovent is to provides tools and process for
businesses to understand the context of emerging
markets, and generate new areas of development for
corporate and society.
We have completed projects in:
• Health care
• Social entrepreneurship
• FMCG
• Energy
• Consumer durables
Design Research . User Experience . Brand Strategy
A manifestation of need, desire and aspiration from the consumer that has not been serviced or exploited.
Extreme sports in India
What is a social trend?
Design Research . User Experience . Brand Strategy
1. Macro trends 2. Consumer trends 3. Industry trends
Environmental Social Politic Economic
Eco-friendly attitude Regionalism, Individual freedom, etc.
Eco design, eco conception, energy saving, etc.
Design Research . User Experience . Brand Strategy
What are the different type of trends?
Macro trends Consumer trends Industry trends
Affect everyone at macro-level
Affect selected user groups among selected market segments
Does not affect anyone until they succeed on the market
Advantage : Validating a business vision from a global perspective
Advantage : Find actionable insights on people behavior and attitude
Advantage : Know what competitors may prepare
Risk : It does not provides tangible insights for UX design
Risk : It can be unpredictable
Risk : Ending up in copying your competitor
What are the different type of trends?
Design Research . User Experience . Brand Strategy
1. Macro trends 2. Consumer trends 3. Industry trends
Macro trends and consumer trends influence industry trends never the way back.
Design Research . User Experience . Brand Strategy
What are the different type of trends?
Implementation Design thinking User research
• Understanding the user
• Finding usage patterns • Gathering social
insights
• Respond to the user’s experience
• Create scenarios • Reformulate the
business model
• Finding the right business collaborator
• Create a supply chain • Sustain the business
interest
Design Research . User Experience . Brand Strategy
Business design methodology
A contextual innovation methodology especially developed for the
emerging markets trusted by clients from US, Africa and India for the
past 3 years.
Not, if they are utilized to create a BUZZ in the market.
Yes, if they support an holistic design theme and presented in a working ecosystem.
Are social trends relevant in emerging markets?
Design Research . User Experience . Brand Strategy
Context of user research
What people do
What people say
In which direction
to innovate
How many
How much
Behavioral
Attitudinal
Qu
ali
tati
ve
Qu
an
tita
tive
Design Research . User Experience . Brand Strategy
How to identify social trends?
Design Research . User Experience . Brand Strategy
How to identify social trends?
Interview Modular interview questionnaire
Observation Observation / Participative / video / picture / drawing, etc.
Validation Emotion card / visual trends / theme discussion
Design Research . User Experience . Brand Strategy
Information clustering
Visual mapping Scrapbooking
How to create a design theme?
Happy life!
Weekender
Moon scraper
Design Research . User Experience . Brand Strategy
How to utilize a design theme?
Design Research . User Experience . Brand Strategy
Medical and social proximity in Africa
North India consumer trends Rural and semi-urban
South India consumer trends Rural and semi-urban
India Insights – consumer trends Urban
Social theme for India
http://www.kovent.com/more.html
Design Research . User Experience . Brand Strategy
Contact
Design Research . User Experience . Brand Strategy
Patrick Roupin Founder [email protected] Tel: +91 916 405 76 86 Kovent Infotech Pvt. Ltd. 70/1B, First Floor, Hulimavu, Bannerghatta Road, Bangalore - 560 076 INDIA www.kovent.com