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Designing for Entrepreneurship in the Slums of Johannesburg

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A 2017 UXPA Boston talk about how my perspective on the cross-cultural design process changed in a year, as I switched from Business School to Human-Computer Interaction.

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Designing for Entrepreneurship in the Slums of Johannesburg

  1. 1. Designing for Entrepreneurship in The Slums of Johannesburg A Case Study of Cross-Cultural Digital Design FLAVIA STOIAN, UXC/HFID Bentley University
  2. 2. The Challenge FLAVIA STOIAN, UXC/HFID Bentley University - Designing for Entrepreneurship in The Slums of Johannesburg The Client The Team 6 MBA’ers coming from USA, Niger, Romania, Saudi Arabia, Philippines, Russia: 1 artist, 5 business people A local welding shop, producing elaborated metal works: gates, stairs, doors, etc. Normally catering to the needs of their neighborhood but recently aiming at the rich residencies of Johannesburg Owned and primarily managed by Klaas, a quiet and concise father of three, who’s main concern was to provide consistent wages for his four permanent workers To help grow the business by extending its reach into the digital space and deliver the client with a product in 4 days At the end, we were suppose to go on a stage and declare to the rest of our cohort if we “failed” or if we “succeeded”
  3. 3. Our Process • ALIGNMENT • RESEARCH • IDEATEDAY 1 DAY 4 • REFINE • COMMUNICATE • DELIVER • DESIGN • TESTDAY 2-3
  4. 4. Opportunities we missed: • ALIGNMENT • RESEARCH • IDEATE DAY 1 o USER, CLIENT, CUSTOMER o WHO ARE YOU DESIGNING FOR? o HOFSTEDE CAN ONLY TAKE YOU SO FAR o CULTURE WITHIN A CULTURE o OPEN QUESTIONS ARE DIFFERENT IN BOSTON o Again, BRING IN A LOCAL DESIGNER AT THE TABLE o BRING IN A LOCAL DESIGNER o MAKE IT FUN FOR THE CLIENT, BRING THEM IN, BRING THE KIDS IN!
  5. 5. Opportunities we missed: • DESIGN • TEST o WHAT YOU KNOW IS NOT WHAT THEY NEED o HOFSTEDE FOR DESIGN o LISTEN o LOCAL LANGUAGE o HEY, HOW ABOUT BRINGING A LOCAL DESIGNER AT THE TABLE? DAY 2-3
  6. 6. Opportunities we missed: DAY 4 • COMMUNICATE • DELIVER o ASK QUESTIONS o NEGOCIATE THE TERMS o THE COMMUNICATION COULD HAVE BEEN A TEST IN ITSELF
  7. 7. Q&A FLAVIA STOIAN, UXC/HFID Bentley University STOIAN_FLAV@BENTLEY.EDU

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