Gaining insight into unfamiliar contexts

Slide 1: Design toolbox for contextualizing products for emerging markets: case study of Indian Rural Healthcare

Slide 2: Index > Project goal and scope > Analysis approach > Toolbox structure > Toolbox development > Test workshop > Conclusions

Slide 3: Problem definition >Creating products for emerging markets requires the understanding of the needs and context of the people within it. >Philips has spent lots of resources developing this research using both professional and student projects. But these data have been created on an ad-hoc basis and do not fit the specific designers information needs.

Slide 4: Project goal Develop a design toolbox that provides good insight of the Indian rural healthcare context

Slide 5: Project scope >During opportunity identification but supporting all the product development process >Leveraging on existing information within Philips >Main target design students and professional designers but also use within managers and technical developers

Slide 6: Analysis interviews > communication issues when designing for emerging markets

Slide 7: Results interviews

Slide 8: Detected issues >How to do research in this context? “…Myrada, rural people, nurses, doctors all gave us different opinions…”(Suzanne Hendrikse) >Who are the stakeholders? “We were looking with a partner in India knowledgeable about the bottom of the pyramid” (Liesbeth Scholten) >How to understand the different culture? “…people for instance feel that bread from a LPG is not as healthy as woodstove…”(Rosseliek van de Velden) >How to understand Indian rural healthcare? “they can´t even explain how it works…” (Olga Reutelingsperger) >How to innovate for these markets? “…Socio-cultural research is basic to innovate and understand if the product fits the need of the users in their context …” (Marlies Bielderman) >How to manage the knowledge created during the different projects? “…is difficult to take a project in such an advanced stage when I can’t see a clear foundation of how the previous decisions are taken…” (Maria Nguyen)

Slide 9: Detected issues >How to do research in this context? >Who are the stakeholders? >How to understand the different culture? >How to understand Indian rural healthcare? >How to innovate for these markets? >How to manage the knowledge created during the different projects?

Slide 10: Information needs during product development process

Slide 11: Information needs during product development process

Slide 12: Toolbox users

Slide 13: Toolbox requirement pyramid

Slide 14: Toolbox sequence

Slide 15: Toolbox sequence

Slide 16: Learnings • Professional designers, as well as students, need experiential information in order to design for a context they are not familiar with •Process of getting insight: Receive information Process information Communicate Interact Inspire Experience • The information scope used can be framed in: social context of health, health infrastructure and health issues but some general information about India has to be used as introduction. •Having a native Indian doesn't ensure full knowledge on Indian rural healthcare

Slide 17: Toolbox “A tool that provides introductory insight of the context of the Indian rural healthcare in a short amount of time”

Slide 18: Toolbox “A tool that shows in a structured and descriptive way the context of Indian rural healthcare.”

Slide 19: Toolbox Topics > India infographics > Social context of health > Health infrastructure and stakeholders > Health issues

Slide 20: Toolbox “A tool that serves finding the background information and go deep in some topics in a fast and easy way”

Slide 21: www.p4s.nl Username:jon Password: jon

Slide 23: Toolbox “A tool that allows experiencing the complexities of the Indian rural healthcare”

Slide 24: Personas

Slide 25: Video personas >Context environment video >Lalitta. Mother video persona >Indira. Nurse video persona >Ashwin. Doctor video persona

Slide 26: Video personas Indira - nurse Source: IndiAction

Slide 31: - Pedagogical use of role-play - Role-play in design - Learning's on how to do it

Slide 32: Toolbox “A tool that encourages creativity and facilitates idea generation workshops for Indian rural healthcare”

Slide 35: From toolbox to toolbag…

Slide 36: Toolbox test: experience workshop Goal: •Test the tools developed for my graduation project • Develop product/service concepts that meet the healthcare needs of rural India

Slide 37: Toolbox test: experience workshop Participants and facilitators: >5 design students >1 theater improvisation specialist >1 camera >1 facilitator

Slide 38: Experience workshop sequence:

Slide 39: Workshop procedures, 1 week in advance: •Goal and scope of project •Summary Indian context (summary tool) •Provide structured information tool •Provide access to background information tool

Slide 40: Experience workshop DAY 1: -8:00 Indian Breakfast. -9:30 Information reception: India •Environment video •Personas •Video personas -10: 30 Role-play •Warming up games •Scenarios -12.30 Indian Lunch. -13.30 Presentation Jan Roes. PMS strategy towards BoP. -14.30 Idea generation •Idea generation cards: health issue cards (red) -17.00 Idea Selection • Idea generation cards: health issue cards (green) -18.00 Indian dinner with movie Ayurveda Art of Being -20.00 End of day

Slide 42: Idea Generation

Slide 44: Experience workshop DAY 2: - 9.00 Indian breakfast. - 10.00 Warm up game - 10.30 Bodystorming – Idea development - 12.30 Indian Lunch - 13.30 Informance. (Informative performance) o Liesbeth Scholten, Philips Design o Jan Roes, Philips Medical Systems o Markus Laubscher, Philips Research - 16.00 Evaluation

Slide 45: Indian Twister

Slide 46: Conclusion experience workshop •The experience workshop doesn’t substitute the trip to India but it gives a first insight •It can be used to prepare designers to work in the context •The workshop helps focusing on the relevant topic •Improvements: change environment

Slide 47: Role Play 1.- Make explicit the (lack) of knowledge participants had about the context (role-play) 2. - Created an embodied and common understanding of the ideas and concepts thought (bodystorming) 3. - Allowed communicating the ideas and concepts in their context (informance)

Slide 48: Tools to give insight • Combine different tools using descriptive/experiential information • Use vivid information like (video environment, video personas…) • Put designers in the “shoes” of the people they are designing for