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Designing for The Next Billion | Seattle Interactive Conference 2018

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Presenter: Supriyo Roy, Product Design Manager, Flipkart

With the world of internet continuously evolving and almost every segment from entertainment to healthcare on the verge of disruption, Users from emerging markets are increasingly likely to be among the users of any designer's product. Not only is the business opportunity substantial, it's also an area in which designers can have a real impact.

The way these users are coming online is very different from what we have had witnessed in the decade before it. Most of these users enter through the world of patchy network connectivity and yet are exposed to the use of mobile-first approach and assistive technologies. Keeping that in mind, it becomes increasingly important to build with empathy and make the users feel in control. The understanding of culturally appropriate visual cues and vernacular aid is paramount to building an experience which does not feel like a UX conundrum as your product navigates through the continents.

This is a small but somewhat fun take on sensitizing the design and product community about why removing the barriers to entry matter now more than ever and how we can open up to a whole new, massive audience by building more meaningful experiences.



3 Key Takeaways from the session:

- Area of extreme opportunity and impact: Users from emerging markets ARE going to be your next users.

- Don’t assume and build with empathy for the next billion.

- Design for complexity, cost and uncertainty and yet be vivid and joyous.

Published in: Design
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Designing for The Next Billion | Seattle Interactive Conference 2018

  1. 1. Designing For The Next Billion Supriyo Roy
  2. 2. The Big 10 Emerging Markets WHO?Source: IMF, As of Oct 2015 ! " # $% & ' ( ) *
  3. 3. ! " # $% & ' ( ) * +
  4. 4. Total Population (Mn) Source: Euromonitor, IAMAI, China Internet Network Info, HBR, PEW ! ",
  5. 5. Internet Population (Mn) Note: * Of 360 Mn, 220 Mm are Urban and rest Rural Source: Euromonitor, IAMAI, China Internet Network Info, HBR, PEW ! ", 1.8x 1.2x
  6. 6. Total New Year Eve Messages On WhatsApp In 2016? Source: News 18
  7. 7. Total New Year Eve Messages On WhatsApp In 2016? 14 Billion 😲 Source: News 18
  8. 8. Note: At constant exchange rate as of 2015 Source: Internal estimates - analyst estimates of Indian E-tail market range from $60B to $100B 1.6x Retail Market ($ Bn)
  9. 9. Note: At constant exchange rate as of 2015 Source: Internal estimates - analyst estimates of Indian E-tail market range from $60B to $100B 1.6x Retail Market ($Bn) 1.7%E-tail penetration 5-9% $50-90 8x E-tail Market ($Bn)
  10. 10. Massive Opportunity At An Infliction Point. 🤩
  11. 11. But Let’s Understand This Reality A Bit Better. 🤔
  12. 12. India Is Home To Many Indias. 🏠 #Diversity
  13. 13. Note: ** SEC segmentation is not based on Income; Average income triangulated based on overall income distribution Source: IMRB Internet India study #Diversity Sec A1 5 Sec A2 21 Sec A3 31 Sec B1 36 Sec B2 42 Sec C1 53 Sec C2 48 Sec D 90 Sec E 86 Total 412 $30,000-35,000 $10,000-15,000 $4,000-5,000 $3,000-3,500 $2,500-3,000 $2,000-2,500 $1,500-2,000 $1,000-1,500 <$1,000 Largely executives, officers, big businessmen; 90%+ are graduates Largely consist of shopkeepers; ~40% are graduates Primarily skilled working class; usually in clerical, field positions/ small traders Primarily unskilled workers, some employed in field positions; ~50% are illiterateBangladesh Uganda Kenya Egypt Mexico Brazil UK Canada Proxies for average annual income** Urban consumer segment and population (Mn) Countries with comparable annual income Segment characteristics 11% 47% 20% 22% Share of Retail Spend
  14. 14. 🔭 2 🎉 Mobile Is An Integral Part Of Life.
  15. 15. Mobile Is An Integral Part Of Life. Information 🔭 Entertainment 🎉 Connection 2
  16. 16. 🔬 💰 📡 C C C
  17. 17. Connectivity Cost Complexity 📡 💰 🔬
  18. 18. Cost 💰 Low-End Phones. A Social Device. Storage Is Limited & Precious.
  19. 19. Connectivity 📡 Network Connectivity Is Patchy And Inconsistent.
  20. 20. Decision For An App? 📱 Value And Frequency.
  21. 21. Complexity 🔬 Help From A Friend. Repeat What’s Learnt. Community Defines Usage.
  22. 22. Complexity 🔬 English - Not Experts. Preference for Simplicity. Struggle Is On For Phonetics And Spellings.
  23. 23. What Do We Do?
  24. 24. Guide. Advise. Minimise.😇
  25. 25. Less Than 3 Selfies. 😏 ~ 300 Milliseconds. 😱 Built For Everyone. 😇 Source: Uber Newsroom
  26. 26. Go Literal Instead of Abstract.
  27. 27. Go Literal Instead of Abstract.
  28. 28. Go Literal Instead of Abstract.
  29. 29. Go Easy On Phrases. “Recommendation” 🤔😕😏😱<⛔
  30. 30. Go Easy On Phrases. “You May Also Like” 😊♥
  31. 31. Be A Friend People Seek. 6kg, 8kg, 10kg, 12kg - don’t mean anything to the user Single/Couple - 6 kg Family of 3 - 8 kg Family of 4 - 10 kg Large Families - 12 kg
  32. 32. And While You Are At It … @
  33. 33. Create. Test. Repeat. A
  34. 34. Couldn’t come up with something myself and hence Looney Toons

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