ABSTRACT
Case Study 1 ................................................................................................... 94 Understanding Latin American Users ................................................... 94 Alvaro Diaz
Prostheses Leg for Developing Countries .................................................. 94 Packaging for Dishwasher Detergent Paste ............................................... 96 A Stove for the Base of the Pyramid ......................................................... 100 Conclusion .................................................................................................... 103 References ..................................................................................................... 104
Case Study 2 ................................................................................................. 104 HP Gesture Keyboard: Input Device for Indic Scripts ...................... 104 Rahul Ajmera and Shekhar Borgaonkar
Need for an Indic Input Device ................................................................. 104 Difference with Roman Script ................................................................... 105 Issues with Using an Inscript Keyboard .................................................. 106 Indic Typing Instructor Interviews ........................................................... 106 Introduction to the GKB.............................................................................. 107 Gestures......................................................................................................... 108 Layout ............................................................................................................ 108 Feedback ........................................................................................................ 108 Deleting Using the GKB .............................................................................. 109 Technology Used .......................................................................................... 109 References ..................................................................................................... 111
Case Study 3 ................................................................................................. 112 Haier Innovative Wine Cooler for Chinese ......................................... 112 Beena Prabhu
Methodology ................................................................................................ 112 User Research ............................................................................................... 114 From Insights to Product Ideas .................................................................. 121 Conclusion .................................................................................................... 122
Case Study 4 ................................................................................................. 125 Adoption of Mobile Technologies in Mumbai Slums ........................ 125 Joan Vinyets Rejon
Project Background ..................................................................................... 125 Scope and Aim ............................................................................................. 125
Project Overview ......................................................................................... 126 Conclusion .................................................................................................... 128
Case Study 5 ................................................................................................. 129 Of Multifunctional Devices, Privacy Workarounds and Neighbourhood Service Providers: Transforming Stories into Strategies for Intel ................................................................................... 129 Ashwini Asokan
Introduction .................................................................................................. 129 Moving Beyond ‘One Size Fits All’ ........................................................... 130 Moving the Organization from Ideas and Opportunities to Products and Culturally Relevant Experiences ....................................... 136 Painting a Picture of the World That Is Coming: A Short Conversation with Genevieve Bell .............................................. 137 Acknowledgements ..................................................................................... 139 References ..................................................................................................... 139
Case Study 6 ................................................................................................. 140 A Diary in Three Acts-Designing for the Next Billion? (But What About Researching the Needs of the Next Billion?) ....... 140 Mathivanan Rajendran and Mrinal Kanti Rai
Case Study 7 ................................................................................................. 146 Social Music in India .............................................................................. 146 Beena Prabhu and Susan Huotari
Introduction .................................................................................................. 146 Background ................................................................................................... 147 Context Is Critical ........................................................................................ 148 Social Music-Its Potential ......................................................................... 149 Role of a Mobile ............................................................................................ 151 Piracy-What’s That? .................................................................................. 152 Translating User Insights to Concepts ...................................................... 154
Finding the Unexpected ......................................................................... 155
Case Study 8 ................................................................................................. 157 Philanthropy by Design: Chulha-Healthy, Indoor Cooking .......... 157 Simona Rocchi and Unmesh Kulkarni
The Philanthropy Principle ........................................................................ 157 Chulha: The First Philanthropic Proposition........................................... 158 Design Brief and Initial Idea ...................................................................... 159 Current Issues ............................................................................................... 160 Challenges and Achievements ................................................................... 164 Social Impact Study ..................................................................................... 167 Learning and Conclusions ......................................................................... 167 Acknowledgements ..................................................................................... 169 References and Sources ............................................................................... 170
As indicated in the preface, building up years of experience as user-experience specialists has prepared us only for the tip of the iceberg when we enter the challenges of innovation and design for emerging markets. Through the chapters of this book we have narrated our experiences. In this section of case studies , we have highlighted some of this knowledge and the practices applied in real life scenarios. The case studies in this section are not only drawn from our own work with various clients, but also from user experience and innovation researchers across the globe. We have case studies from our own work with Intel, Haier and PET research. Prominent design and ethnography researchers from Philips, Intel, HP, A Piece of Pie, Universiti
Case Study 9 ................................................................................................. 170 Info Ladies: Empowering Remote Rural Areas with Knowledge ... 170 Mosharrof Hossain, Forhad Uddin and Sarit Arora
Introduction .................................................................................................. 170 The Origins: From Mobile Lady to Info Lady ......................................... 172 Info Lady: The Business Model ................................................................. 172 Challenges and Success Stories ................................................................. 173 The Way Forward ........................................................................................ 175
Case Study 10 ................................................................................................ 175 Cultural Effects of Status and Relationships in Usability Testing ... 175 Dr. Alvin W. Yeo
Introduction .................................................................................................. 175 Problem Context ........................................................................................... 176 Experimental Study ..................................................................................... 177
Evaluation Setting, Tasks and Participants ......................................... 177 Criteria of EfŽcacy ................................................................................... 177 UATs Used and Experiment Proper ..................................................... 178 Aggregation of Data Collected and Analysis ..................................... 178
Consistency of the UAT Data Sets ................................................... 179 Results ........................................................................................................... 180
Criterion 1................................................................................................. 180 Criterion 2................................................................................................. 181
Consistent Data Sets........................................................................... 181 Inconsistent Data Sets ........................................................................ 181 Possible Explanation: Status Effects ................................................ 184 Power Distance ................................................................................... 185
Reexamination of Data Sets ................................................................... 187 Computer Experience ............................................................................. 189 Possible Explanation: Collectivism Effect ........................................... 189
Implications for Usability Evaluation in Malaysia .................................. 192 Concluding Remarks ................................................................................... 193 References ..................................................................................................... 194
Malaysia Sarawak, and Bangladesh’s development research network have also contributed to this section.
