andrew harder - “emerging market research”
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Design Research for Emerging MarketsAndrew Harder
@thevagrant
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Me
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Relevant, Beautiful and Successful
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Why do emerging markets matter?
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Growth
GDP growth per capita, 1991 – 2011. Source: World Bank via google.com/publicdata
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New consumers
Rama Bijapurkar
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Enormous infrastructure improvements
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Perfect conditions for disruptive innovations
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Why do emerging markets matter?
Design is the translation of social need
Kat Gough
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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
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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
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The improving mentality
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The Albert Memorial, Kensington Gardens
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Source: Empire Marketing Board
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Source: Empire Marketing Board
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Source: Empire Marketing Board
"The Great Improvers"
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Charles Darwin Ernst Haeckel
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"The Great Improvers"
Colonial errors:There is a fundamental difference between us and themI have more things and better morals, so I am superior
I can judge them according to my standardsI can see what they need
They need our help
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It's not about them. It's about us.
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As researchers, our mission is to see the world as our participants see it
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Core of Anthropology: Reflexivity
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Relevant, Beautiful and Successful
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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 phone's features are untouched by non-
literate users, creating a bloated feature set
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Creative Direction - SteampunkSteampunk reflects the design and craftsmanship of the Victorian eraRemove the aesthetic of "preciousness" to invite tinkering and exploration
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Me
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Fallacy 1: Cultures are frozen at a point in time
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1: The world plays out in real time
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Fallacy 2: They need basic products
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Fallacy 2: Their needs are defined by what they lack
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What is needed?
Ways to manage illiteracyHelp repairing and maintaining devicesSimple featuresTechnology that feels appropriate and familiar
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We live in multiple cultures
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2: It's cool to be cool
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2: Self-esteem is a very powerful emotion
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Aspiration: Not dreaming, doing.
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Fallacy 3: Usability is universally important
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Buying for power, not comfort
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3: In a rapidly changing society, keeping up-to-date is important
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Your users want to be smarter, sexier and richer.
Help them.
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Source: Empire Marketing Board
"The Great Improvers"
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Fallacy 4: They aren't rational
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"I am worried about the environment. So I take my 4WD off-roading in Tibet to enjoy the environment before it is ruined."
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I don’t like the preview of a text message. I don’t want
people knowing what messages I get
Do you put a password on your phone?
Of course not, I don’t want people thinking I have
something to hide
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4: Explain novel behaviour as rational response to a different environment
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4: Treat contradictions as your failure to understand the situation
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Central contradiction in privacy
Phones are private objects
Phones are social objects
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Porous privacy
Help me avoid embarrassment
I basically trust my friends
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Research toolkit for reflexivity
What do we expect to find when we go?
What does this person want from their phone that you don't want from your phone?
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See your actions in historical perspective
Use reflexive tools
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Thank you
Andrew Harder @thevagrant