Universal Design Business Symposium 2010 in Tokyo, Japan
Ravi Chhatpar, Strategy Director, frog Shanghai
I was recently a guest speaker at Nikkei's Universal Design Business Symposium, sponsored by Toyota, in Tokyo, Japan on June 18, 2010.
The theme of this forum was universal design, that is, "design that brings happiness to every corner of the earth," a more endearing description than the too often used "design for the 90%."
I drew on frog's experience with for-profit clients who often want tangible, measurable ROI from any innovation or design effort to suggest how social innovation efforts can have meaning and impact. Too often, we see examples of ideas that are feel like clever solutions to pressing social problems, but that fail in the field or that neglect to consider how to scale (e.g., the Hippo Roller). Alternatively, there are many examples of ideas that scale successfully but that are questionably clever to a designer's eyes (e.g., village rainwater collection systems).
I described frog's work on Project M (http://www.frogdesign.com/services/project-masiluleke.html), tackling South Africa's HIV problem, to define meaning and impact in social innovation. Beyond the home testing kit at the core of the solution, a mobile service platform was critical to sparking initial adoption and ensuring usage of the solution over time. Designing for awareness and advocacy in addition to usage is essential to creating meaning. Meanwhile, wearing a corporate strategy hat ensures questions of impact are adequately considered, as manufacturing, deployment, partnership strategy, quantitative validation, and long-term roadmaps are designed and executed.
18. 10,000,000
120,000
1. OUTREACH 2. TESTING 3. TREATMENT
40% 10% 5% 2% 1%
4,000,000 400,000 500,000 200,000 120,000
People estimated HIV positive people People who have People currently in People still in
HIV infected in KZN. who will develop been tested and treatment. 40% defaulttreatment after
AIDS each year. know their status in 2 years. two years.
(cumulative)
26. Product Management
Build a business case, set Product Development
design requirements Design, develop and test a
(PRD) new product or service
Ensure the product
can be manufactured
given cost constraints
24
33. awareness
exposure
motivation adoption
triggers action
USE
34. awareness
exposure
motivation adoption
triggers action
USE
35.
36.
37.
38. Product Management
Build a business case, set Product Development
design requirements Design, develop and test a
(PRD) new product or service
32
39. Product Marketing
Set screening criteria
for operational Product Management
decisions (MRD) Build a business case, set Product Development
design requirements Design, develop and test a
(PRD) new product or service
Ensure the product
can be
operationalized in the
field
32
43. awareness
exposure
motivation adoption
triggers action
USE
44. awareness endorsement
exposure recommend
motivation adoption
triggers action
USE
45. awareness endorsement
exposure recommend
motivation adoption
triggers action
USE
meaning
46. Product Marketing
Set screening criteria
for operational Product Management
decisions (MRD) Build a business case, set Product Development
design requirements Design, develop and test a
(PRD) new product or service
37
47. Biz Unit Strategy
Build business plan, set
operational requirements
Product Marketing
Set screening criteria
for operational Product Management
decisions (MRD) Build a business case, set Product Development
design requirements Design, develop and test a
(PRD) new product or service
Ensure the
product can scale
37
48. Biz Unit Strategy
Build business plan, set
operational requirements
Product Marketing
Set screening criteria
for operational Product Management
decisions (MRD) Build a business case, set Product Development
design requirements Design, develop and test a Commercialization & Launch
(PRD) new product or service Build a marketing plan, rollout
strategy, and launch plan
Ensure the
product can scale
37
49. OFF-THE-SHELF DIAGNOSTICS
1 Rapid advances in low cost diagnostic tools that
provide immediate feedback.
MODULAR PACKAGING
2 Low cost packaging that can be easily adapted
to the needs of different markets.
LOCAL ASSEMBLY & DISTRIBUTION
3
Active participation by the community in
assembling and distributing the solution.
INTEGRATED MOBILE SERVICES
4
Integrated mobile platform to deliver support
through ultra low cost messaging services.
50.
51.
52.
53. Biz Unit Strategy
Build business plan, set
operational requirements
Product Marketing
Set screening criteria
for operational Product Management
decisions (MRD) Build a business case, set Product Development
design requirements Design, develop and test a Commercialization & Launch
(PRD) new product or service Build a marketing plan, rollout
strategy, and launch plan
42
54. Corporate Strategy
Set goals and objectives
for innovation efforts
Biz Unit Strategy
Build business plan, set
operational requirements
Product Marketing
Set screening criteria
for operational Product Management
decisions (MRD) Build a business case, set Product Development
design requirements Design, develop and test a Commercialization & Launch
(PRD) new product or service Build a marketing plan, rollout
strategy, and launch plan
Ensure the
product has
impact
42
55.
56. “The world’s biggest field trial of mobile
health technology.”
- The Economist, ‘Doctor in your Pocket’
“The most ambitious patient-centered
mobile health initiative on record.”
- Rockefeller Foundation
“The vanguard of global public health.”
- Global Health Center, MGH
57. awareness endorsement
exposure recommend
motivation adoption
triggers action
USE
meaning
58. Corporate Strategy
Set goals and objectives
for innovation efforts
Biz Unit Strategy
Build business plan, set
operational requirements
Product Marketing
Set screening criteria
for operational Product Management
decisions (MRD) Build a business case, set Product Development
design requirements Design, develop and test a Commercialization & Launch
(PRD) new product or service Build a marketing plan, rollout
strategy, and launch plan
impact
46
Editor's Notes
it’s a question we’re often asked
it’s easy to judge in the for-profit world
50.000 units sold on the first day, over 400.000 by the end of 1984Time magazine’s Product of the Year, Chosen for the Whitney Museum collection, New York
frog-designed Tupperware FlatOut! containers were named by Fortune magazine as one of the best 25 products of the year; awarded a Good Buy Award by the Good Housekeeping Institute; named "Product of the Year 2005" by the German Consumer Plastics Institute; and garnered an IDEA Award from BusinessWeek.
frog turned an initial investment of $50 million into a return of $130 million in three years for Disney, which entered the consumer electronics category for the first time.
375% increase in data usage
for most of our clients, it’s very clear:
meaning and impact mean $, and more specifically, roi
let’s look at one issue: water
hippo-roller
roll 22 gallons of water
120 rollers manufactured to produce 75 usable ones
watertight rubber o-rings deterioriating
emily’s work
separated, stacking design to improve transportation
uv-stabilized polyethelene
In the past 15 years, the Hippo Roller Water Project has distributed over 30,000 rollers, directly benefitting over 200,000 people
lifestraw - too expensive? too much iodine?
behaviorally wrong - squatting
overall seems to work, but criticism about whether it works too much as a one-off, point solution, distracting from bigger problems of clean water at home
designers often like to celebrate a little too early.
the treadle pump -- a boring idea that had broad impact?
used for irrigation in off-seasons, human-powered not diesel-powered
million+ sold
locally produced and distributed
Aakash Ganga, or River from the Sky, is a sustainable system that channels rooftop rainwater from every house in a village through gutters, and then pipes it to a network of multitier, underground reservoirs. Currently implemented in six drought-prone villages in the Churu District of Rajasthan, the system captures enough rainwater to meet the drinking needs of an entire village for 12 months.
won the USD 100,000 Lemelson-MIT Award for Sustainability earlier this year. The system currently supplies some 10,000 people with fresh water, and the Government of Rajasthan has signed a letter of intent to implement Aakash Ganga in 50 villages to serve another 125,000 people.
A100-village plan is being evaluated for implementation as a public-private-community partnership or social enterprise.
it’s often too conflicting voices:
designer’s voice / right side: matters when needs are met and usage happens, they celebrate early
business/practical voic / left side: matters when making a meaningful diff at scale
of course both are right, let’s explore further: 1. needs / behavior change and 2. making a diff at scale
use project masiluleke as an example
south africa / world cup
japan 1-0 cameroon
sat against netherlands
but big problem
kzn = region of south africa = kwazulu-natal
massive hiv problem - 40% of the population
Here are the numbers – resources are just not going to catch up. Even with a change in leadership, the most advacned economy in africa,, incredible resource richness and free testing available in every hospital and clinic in the country
first step for designers - usability
basic idea -- in-home saliva testing
huge advances from blood testing
remove stigma of going to the clinic
clever packaging
let’s look at the for-profit world
the designer’s first question is framed differently in the lens of business
good designer will look at this level automatically
modular packaging
There is existing demand for self-testing solutions
Self test kits are available at many pharmacies but cost $18.
Healthcare workers routinely steal them from their clinics.
None have been designed to appeal to South Africans specifically.
Communities can participate in assembling the kits, building local pride and a strong sense that they can help themselves.
how do you drive usability
now we get into motivation and awareness
how do you drive usability
now we get into motivation and awareness
how do you drive usability
now we get into motivation and awareness
how do you drive usability
now we get into motivation and awareness
designers don’t really understand motivation
from “a behavioral model for persuasive design” by bj fogg
motivation: sensation, anticipation, social cohesion
ability: cd be training, but really simplicity as a function of your scarcest resource (time, money)
triggers:
facilitators: high motivation, low ability (free testing at clinics)
spark: high ability, low motivation (spam)
signal: high ability, high motivation
let’s think about signals: highly simple, low cost, with high motivational angles
mobile is the solution - 90% penetration
the power of mobile in developing markets -- we believe deeply in this, we know how mobile can change behavior
‘Call-Me-Backs’ a type of free messaging that is unique to Africa and used primarily by low income people in poor communities.
1-2 million messages going out everyday
but the mobile layer presents a challenge
how do we operationalize this?
multiple service layers
call centers - pro and hiv-positive contributors
mobile layer
MTN #2 operator has donated 5% of PCM’s, Call volume has tripled to more 5,000 / day,
160,000 people have reached out so far, We are rotating different HIV / TB messaged and testing incentives
as we studied awareness, another issue came up
awareness naturally fades over time
hard to commit people to testing
solution - mobile again
celebrity buddies (local and international)
community participation
align solution points over the spectrum of engagement
this really complete the customer journey for us
designing for endorsement is needed to guarantee the scalability of usage
now can we say the design has meaning?
this has a complement when we put our business hat on
this really complete the customer journey for us
designing for endorsement is needed to guarantee the scalability of usage
now can we say the design has meaning?
this has a complement when we put our business hat on
scalability of usage seems to suggest meaning
does this design have meaning, all of what we’ve created?
it seems like it...
scalability of usage seems to suggest meaning
does this design have meaning, all of what we’ve created?
it seems like it...
recall the 4 ingredients that seem to ensure operational success
even this much required partners:
mtn: sms free bandwidth
praekelt and iteach: call centers
other parties: funding and pm
but we’re in the business of innovation -- how do we really achieve impact?
can this apply to other parts of africa? china? etc.
can this extend beyond hiv. tb and malaria?
more partners and funding are not enough.
to really achieve impact, we need to approach social innovation like the highest level of corporate strategy
one of the lessons we see in the for-profit world: the role of quantitative eval, large-scale studies to prove a product is desirable
what’s the analog in our case?
a large field-trial in conjunction with mass general hospital
6000 participants
quant validation
then we can say this works and we have scientific data to prove it
this gets more private funding, gov’t funding, partner support
in summary, meaning
but to achieve meaning - we need to think about usage across the journey, from motivation to awareness to first use to repeated use to advocacy
and to achieve impact, we need to focus on the harder parts - manufacturing, operationalization, commercialization, scaling, validity
in closing, everyone has ideas, at frog we see thousands of them
it’s easy to come up with ideas and make them beautiful
so much attention is put on the cleverness of the idea, the beauty of it, it’s natural for us to gravitate to the sexy
so many contests, conferences, articles, events that reward the sexiness and cleverness of the idea
this takes more than designers - strategists, operators, managers, engineers, advocates, partners.
it’s not the sexy part, but it’s what makes design matter.