Research Catalog

Title

Innovative solutions : what designers need to know for today's emerging markets / edited by Apala Lahiri Chavan, Girish V. Prabhu.

Publication

Boca Raton, FL : CRC Press, c2011.

Items in the Library & Off-site

Details

Additional Authors

• Chavan, Apala Lahiri.
• Prabhu, Girish V.

Description

xxv, 233 p. : ill. (some col.); 25 cm.

Summary

"Expanding into emerging markets brings with it a specific set of challenges for designing products and services. Not only do cultural differences play a role in what, how, and why customers behave the way they do, but existing technologies, distribution channels, and the wants and needs of consumers become additional challenges when establishing market shares in the developing world. Innovative Solutions: What Designers Need to Know for Today's Emerging Markets describes the landscape of these new markets and discusses research and design methodologies tailored to them" "Local designers and researchers offer insight directly from the depths of India, China, and other parts of the world. They take an in-depth look at user research methods in underserved communities, new tools such as ecosystems mapping to define the elements impacting innovation and design decisions, and methodologies to develop solution spaces based on the output from user research studies. The book then presents real-life examples through case studies and interviews. The case studies draw not only from the authors' work with clients such as HP Labs, Nokia, Haier, Philips, Intel, and A Piece of Pie, but also from user experience and the results of innovation research across the globe. The interviews include conversations with leaders in innovation such as Roopa Purushothaman, Tapan Parikh, Ram Sehgal, Steve Portigal, Dmitry Volkov, and Darelle van Greunen" "A fascinating perspective of the users and ecosystem in emerging nations, the book provides deeper insights on how a user-centered innovation and design approach has been applied in practical settings. Examining the challenges of innovating and designing for emerging markets, it incorporates research and practice to explore new ways of uncovering the riches and opportunities in innovation and design for emerging markets."--BOOK JACKET.

Subjects

• Cross-cultural studies
• New products
• User-centered system design

Bibliography (note)

• Includes bibliographical references and index.

Contents

1. An Introduction to Emerging Markets / Warren Greving -- Recent Economic History -- Key Emerging Market Research Threads -- Four Large Dissimilar Countries---Brazil, Russia, India and China -- Demographic Sampling in India -- The Common Characteristic of Emerging Markets -- The Excitement Continues -- References -- 2. Key Themes of Working in Emerging Markets / Apala Lahiri Chavan -- Recent Economic History -- Key Emerging Market Research Threads -- Four Large Dissimilar Countries---Brazil, Russia, India and China -- Demographic Sampling in India -- The Common Characteristic of Emerging Markets -- The Excitement Continues -- References -- 3. Aspects of Innovation: Research and Technology / Sarit Arora -- Introduction -- How Different Are Consumers in Emerging Markets? -- User Research is Discovering Potential Users -- 4. Usage Ecosystems: Dynamics of Emerging Markets / Girish V. Prabhu -- Ecosystem Defined -- Business Ecosystem -- Usage Ecosystem -- Role of Ecosystem in Innovation -- Ecosystem Research and its Implication for Innovation -- Example 1. K-12 Education Ecosystem -- Example 2. High Frequency Retail -- Emerging Market Ecosystems---Some Characteristics -- References -- 5. Understanding Users in Emerging Markets: What's Different? / Apala Lahiri Chavan -- The Methods -- Data Gathering Methods -- 1. The Funky Facilitator -- 2. Using Storytelling to Find D̀issonances' -- 3. Strangers in a Strange Land -- 4. NLP (Neuro Linguistic Programming) -- 5. Mata, Pitah, Guru, Daivam Technique -- 6. Self-Referral Referent -- Interview Enhancements and Cultural Probes -- 7. Jungian Archetype Folk Probes -- 8. Rasas -- 9. Clock Technique -- Usability Testing Methods -- 10. Adapting Dramatized P̀ersona' Technique in an Indian Scenario: The Bollywood Style -- Measurement -- 11. The Autorick Radio: A New Representation for the Semantic Differential Scale -- 12. The Bizarre-Bazaar Method -- Conclusion -- References -- 6. Case Studies -- Case Study 1 -- Understanding Latin American Users / Alvaro Diaz -- Prostheses Leg for Developing Countries -- Packaging for Dishwasher Detergent Paste -- A Stove for the Base of the Pyramid -- Conclusion -- References -- Case Study 2 -- HP Gesture Keyboard: Input Device for Indic Scripts / Shekhar Borgaonkar -- Need for an Indic Input Device -- Difference with Roman Script -- Issues with Using an Inscript Keyboard -- Indic Typing Instructor Interviews -- Introduction to the GKB -- Gestures -- Layout -- Feedback -- Deleting Using the GKB -- Technology Used -- References -- Case Study 3 -- Haier Innovative Wine Cooler for Chinese / Beena Prabhu -- Methodology -- User Research -- From Insights to Product Ideas -- Conclusion -- Case Study 4 -- Adoption of Mobile Technologies in Mumbai Slums / Joan Vinyets Rejon -- Project Background -- Scope and Aim -- Project Overview -- Conclusion -- Case Study 5 -- Of Multifunctional Devices, Privacy Workarounds and Neighbourhood Service Providers: Transforming Stories into Strategies for Intel / Ashwini Asokan -- Introduction -- Moving Beyond Òne Size Fits All' -- Moving the Organization from Ideas and Opportunities to Products and Culturally Relevant Experiences -- Painting a Picture of the World That is Coming: A Short Conversation with Genevieve Bell -- Acknowledgements -- References -- Case Study 6 -- A Diary in Three Acts---Designing for the Next Billion? (But What About Researching the Needs of the Next Billion?) / Mrinal Kanti Rai -- Case Study 7 -- Social Music in India / Susan Huotari -- Introduction -- Background -- Context is Critical -- Social Music---Its Potential -- Role of a Mobile -- Piracy---What's That? -- Translating User Insights to Concepts -- Finding the Unexpected -- Case Study 8 -- Philanthropy by Design: Chulha---Healthy, Indoor Cooking / Unmesh Kulkarni -- The Philanthropy Principle -- Chulha: The First Philanthropic Proposition -- Design Brief and Initial Idea -- Current Issues -- Challenges and Achievements -- Social Impact Study -- Learning and Conclusions -- Acknowledgements -- References and Sources -- Case Study 9 -- Info Ladies: Empowering Remote Rural Areas with Knowledge / Sarit Arora -- Introduction -- The Origins: From Mobile Lady to Info Lady -- Info Lady: The Business Model -- Challenges and Success Stories -- The Way Forward -- Case Study 10 -- Cultural Effects of Status and Relationships in Usability Testing / Dr. Alvin W. Yeo -- Introduction -- Problem Context -- Experimental Study -- Evaluation Setting, Tasks and Participants -- Criteria of Efficacy -- UATs Used and Experiment Proper -- Aggregation of Data Collected and Analysis -- Consistency of the UAT Data Sets -- Results -- Criterion 1 -- Criterion 2 -- Consistent Data Sets -- Inconsistent Data Sets -- Possible Explanation: Status Effects -- Power Distance -- Reexamination of Data Sets -- Computer Experience -- Possible Explanation: Collectivism Effect -- Implications for Usability Evaluation in Malaysia -- Concluding Remarks -- References -- 7. Interviews -- Interview 1 -- How Did it All Begin? A Conversation with Roopa Purushothaman -- Interview 2 -- Advertising, Culture and Emerging Markets---A Conversation with Ram Sehgal -- Interview 3 -- Conversation with Tapan Parikh, a Multicultural Computer Scientist Who Wanders the Emerging Markets -- Interview 4 -- What You See is What You Get? Not so for the Ethnographer, Says Steve Portigal -- Interview 5 -- Dmitry Volkov on Users, Innovation, Design and Other Things Russian -- Interview 6 -- Darelle van Greunen on the Difference that Design and Innovation Can Make to Users in an Emerging Country.

ISBN

• 9781439810491 (alk. paper)
• 1439810494 (alk. paper)

LCCN

• 2010008033
• 40018273824

Owning Institutions

Columbia University Libraries