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A Different Grid: Multi-Channel Service Design, the African Way (IA Summit 2012)
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A Different Grid: Multi-Channel Service Design, the African Way (IA Summit 2012)

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Presented at IA Summit 2012 on the 25th of March 2012....

Presented at IA Summit 2012 on the 25th of March 2012.

Recent evolutions in mobile technologies are fostering new modes of interactions and allowing the creation of services that work seamlessly across devices. The same is true in Africa, given a penetration of mobile phones well over 50% of the population. The difference? Many: dumbphones instead of smartphones; low literacy level limits the possibility to use text-based services (be it web or SMS); scarcity of PCs; importance of community radios in rural areas.

Starting from projects on voice-based services for farmers in West Africa, the talk presents some of the most interesting cases of multi-channel approaches – that combine different eras of technology in one service. It details the possibilities that voice-based interactions can give to illiterate people to access information available on the web, as well as create a community-based repository of information. In conclusion, it reflects on the learnings and how these can be applied to Europe and North America.

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A Different Grid: Multi-Channel Service Design, the African Way (IA Summit 2012) A Different Grid: Multi-Channel Service Design, the African Way (IA Summit 2012) Presentation Transcript

  • !MULTI-CHANNEL SERVICE DESIGN,!THE AFRICAN WAY!FRANCO PAPESCHI X IA SUMMIT 2012! #UXAfrica!
  • !FRANCO PAPESCHI! @bobbywatson!!!!!!! 2
  • #UXAfrica!“ Africa is undergoing a technologyrenaissance. More than ever before, the “population is becoming more technologically-inclined, more web-dependent. Forbes – July 2011 3
  • DIFFERENT?! 4
  • #UXAfrica!GDP % growth (Sub-Saharian Africa, European Union, USA)!!!!!!!!!!!!!!!! Source: The World Bank, March 2012! 5
  • #UXAfrica! ICT penetration in Africa! 60! 53! 50! Per 100 inhabitants! 45.2! Mobile cellular subscriptions! 40! 38! Internet users! 32.4! 30! Fixed telephone 23.5! lines! 20! 17.9! Households with a computer! 12.4! 11.3! 12.8! 10! 9.5! 6.4! 5.6! 6.3! 7.1! 7.9! 3.3! 4! 3.8! 3! 0! 2.4! 1.5! 1.5! 1.5! 1.5! 1.6! 1.5! 1.4! 2005! 2006! 2007! 2008! 2009! 2010! 2011! Source: ITU, Nov 2011! 6
  • #UXAfrica!SMARTPHONES penetration!!5%!!!!!!And 25% feature phones!!!!!!! Source: Balancing Act 2011!!
  • #UXAfrica!SMARTPHONES in 3-5 years?!!15%!!!!!!And 35% feature phones!!!!!!! Source: Balancing Act 2011!!
  • #UXAfrica!MOBILE penetration by manufacturer! Sources: AdMob 2010! 9
  • Internet!connectivity!!!!!!!!!!!!!!!! 10
  • #UXAfrica! 12
  • #UXAfrica!Languages spoken!!2000 – 3000!!of 6 families!!!!!!!!!! Sources: Wikipedia! 13!
  • #UXAfrica!Adult LITERACY RATE!!63%!!!!!!And !70% among 15-24 females!79% among 15-24 males!!!!! Sources: UN 2009!!
  • SMS usage in rural areas of Gambia!!4%!!!!!!And 69% in urban areas!!!!!!! Sources: ICT4D blog 2011!!
  • IN PRACTICE?! 16
  • DUMBPHONES FOR SMART PEOPLE!
  • PHONE NUMBER = OWNERSHIP!
  • MOBILITY AS A WAY OF LIFE!
  • RADIOS, KEY CHANNEL IN RURAL REGIONS! 20
  • FIXABLE = ETERNAL! 21
  • WHAT SERVICES,APPLICATIONS?! 22
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  • 25
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  • LET’S TALK !MULTI-CHANNEL! 28
  • AGRICULTURE! 29
  • 30
  • GIVE PRICE! SEE PRICE! MANAGE STOCK! $! $! FARMER! BUYER! TRADER! $! AGENT! TRADER! BIG FARMER! FARMER! 31
  • $! $!BUYER! FARMER! BIG FARMER! TRADER! AGENT!• See Price! • See Price! • See Price! • See Price! • See Price!! • Give Price! • Give price! • Give Price! • Give Price!• Trends! ! • Trends! • Trends! • Trends!! ! • Stock! • Stock ! !! ! • Flow! ! • CRM! ! ! 32
  • $! $!BUYER! FARMER! BIG FARMER! TRADER! AGENT!News News www www www 33
  • 34
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  • MULTI-CHANNEL AS A WAY TO… !EXPAND AUDIENCE!!DIVIDE SERVICE IN SMALL DOSES’! !TEST NEW FEATURES IN EACH CHANNEL!!AGENTS BECOME GATHER / DIFFUSION CHANNEL!! 41
  • 42
  • CONTEXTUAL INQUIRIES! 43
  • TECHNOLOGY PROBES! 44
  • ! 45
  • ! ! ! MAGIC # LISTEN TO #GIVE PRICE! HAPPENS! PRICES! $! FARMER! BUYER! $! TRADER! AGENT! FARMERS! 46
  • http://bit.ly/radiomarche! 47
  • MULTI-CHANNEL AS A WAY TO… !SHOW THAT WE DON’T NEED NO SMSs!!WEB ♥ AUDIO!!CREATE TRUST (THROUGH CUSTOMISATION OF VOICES)!!PRIORITISE COMMUNITY OVER TECHNOLOGY! !!! 48
  • QUESTIONS !FOR YOUR NEW PROJECTS! 49
  • What channels are likely to #expand / shrink your audience? ! 1 50
  • 2Can you divide your service in small dosesthat are flat, combinable?! 51
  • 3How do you facilitate contribution? ! 52
  • 4How do you increase trust in the serviceand in way information is delivered? ! 53
  • 5What is the consequence of your !workflow on your design? ! 54
  • How does your channel strategy #change your business model?! 6 55
  • TECHNOLOGY SHAPES CULTURE!CULTURE SHAPES TECHNOLOGY!!FOSTER BOTH DIRECTIONS! 56
  • THANKS!!!FRANCO PAPESCHI!!franco.papeschi@webfoundation.org | @bobbywatson!!!!!! 57!
  • Picture / chart ! Attribution! Link !Africa – technology reinassence! Forbes. July 2011! http://www.forbes.com/sites/mfonobongnsehe/2011/04/07/why-africa-may-never-produce-a- facebook-groupon-zynga-or-google/!ICT Penetration in Africa! © ITU! http://www.itu.int/ITU-D/ict/statistics/at_glance/KeyTelecom.html !Smartphone penetration in Africa! © Balancing Act! http://www.balancingact-africa.com/reports/telecoms-and-interne/mobile-apps-for-afri !Africa – compared map! CC BY! http://static02.mediaite.com/geekosystem/uploads/2010/10/true-size-of-africa.jpg !Africa – Internet connectivity! CC BY ! http://www.flickr.com/photos/ssong/6220166808/!GDP % growth ! © World Bank! http://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG/countries/ZG-EU-US? display=graph!Mobile Penetration by manufacturer! © Afrographique! http://afrographique.tumblr.com/post/5223877872/an-infographic-depicting-mobile-devices- by-brand!Adult literacy rate! United Nations! http://data.un.org/Data.aspx?q=literacy+rates+africa&d=SOWC&f=inID%3a74%3bcrID %3a1%2c12%2c13%2c14%2c65%2c8 !SMS usage in Gambia! http://ict4dblog.wordpress.com/2011/01/30/mobile-phone-use-in-west-africa-gambian- statistics/ !Fixable= eternal! CC BY! Giovanni Innella!MXIT! © Mxit! www.mxit.com!Ushahidi! © Ushahidi! www.ushahidi.org!Radio Marche’! CC BY! Web Foundation / Sahel Eco / VUA!Moving money! CC BY NC SA 2.0! http://www.flickr.com/photos/guuleed/253458330/!