The document summarizes a presentation on human-centered design given by Lilian Tse of Frog Design. It begins with an introduction to Frog Design and its focus on human-centered design methodologies. It then discusses a case study where Frog used human-centered design to help GSMA understand why a mobile agriculture program in Sri Lanka was unsuccessful. Through user research, Frog found the initial assumptions about farmers' needs were incorrect. They identified farmers' true needs which led to a new service concept. The results showed high adoption rates and repeat usage, helping the program succeed.

1. DESIGN THINKING WITH FROG DESIGN
EPIP Webinar
November 16, 2016
EPIP Host: Biz Ghormley
Presenter:
Lilian Tse

2. 2
Emerging Practitioners in
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3. 3
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7. EPIP WEBINAR NOV 2016
HUMAN CENTERED
DESIGN INTRODUCTION

8. Lilian Tse
Global Project Manager for Social
Impact, frog London
HELLO!

9. 3
FROG IS A GLOBAL
DESIGN AND
STRATEGY FIRM
A B O U T F R O G

10. 4
PIONEERS IN
HUMAN-CENTERED
DESIGN
METHODOLOGIES
SINCE 1969
Our founder advocated “form follows emotion”: this emphasis on
the need for design to elicit a deep emotional response continues to
be true today, and it underpins our entire portfolio of work over 4+
decades in industries as diverse as finance, mobile and
telecommunications, technology, healthcare, energy, education,
media, and social innovation.
W H E R E W E C O M E F R O M

11. 5
HUMAN-CENTERED DESIGN AT FROG
PEOPLE ARE AT
THE CENTER OF
ALL THAT WE DO
We develop a rich understanding of cultures, preferences,
and behaviors to get to the heart of what matters to people.
Our research methods are tailored to each program to
uncover meaningful insights for our clients.
We believe that design can drive positive
change, and that it has the potential for
improving people’s lives by putting their needs
and aspirations at the center of any product
development process.
OUR CLIENTS SAY
“Having frog involved in the process
increased repeat users of new innovative
mobile agriculture products from 25% to
56%”

12. 6
frog brings together an integrated team of researchers,
strategists, designers, technologists and engineers to
innovate in a unique collaborative environment,a cross
sectors and geographies.
WE ARE CREATIVE
We are a world-class creative organization, capable of working
across hardware, software, conceptual, and technical spaces.
WE ARE STRATEGY
We are a Strategy organization that helps customers enter new
markets, grow market share in existing markets, enhance their brand
value, and improve their business.
WE ARE ENGINEERING
We are an engineering team that provides market-transforming
technology and implementation services with deep expertise in
the communications market.
OUR APPROACH
Multidisciplinary
integration.
SHANGHAI
AMSTERDAM
MUNICH
MILAN
BOSTON
NEW YORK
AUSTIN
SEATTLE
SAN FRANCISCO
SINGAPORE
LONDON
NAIROBI
SYDNEY
OUR GLOBAL REACH

13. 7
Disney
GE
BNY MELLON
STC
FROG HELPS ORGANIZATIONS IDENTIFY
UNEXPRESSED CUSTOMER NEEDS, FRAME NEW
OPPORTUNITIES AND BRING PRODUCTS AND
SERVICES TO MARKET.

14. frogVenture

15. frogImpact
Red Cross/Lumkani
South Africa
UN - OCHA
Global
CGAP
Indonesia
GSMA
Global
Year Up
San Francisco

16. 10
FROGIMPACT | FROG’S SOCIAL IMPACT PLATFORM
WWW.FROGDESIGN.COM/FROGIMPACT
We design new solutions, systems and strategies that
address the needs and aspirations of underserved
communities around the world. We do so by applying a
human-centered approach and leveraging our
expertise in emerging low-cost technologies.
Many of our frogImpact programs take place in developing and
developed markets and in low-resource settings. This requires a deep
understanding of what people living in those areas of the world really
need, and what solutions could sustainably meet those needs at the
lowest possible cost.
Our expertise spans across adjacent domains, including global health,
learning & education, agriculture, gender empowerment, disaster relief
and financial inclusion.

17. HUMAN-CENTERED WHAT?
HUMAN CENTERED INNOVATION 101

18. 12
REMEMBER THIS? IT WAS CALLED NOKIA N95

19. 13
THEN THIS HAPPENED

20. WHY DID APPLE HAVE THE BETTER HAND?
THEY DESIGN
WITH THE
END-USER IN MIND
14

21. HUMAN-CENTERED DESIGN
HUMAN-CENTERED DESIGN
IS AN INNOVATION PROCESS
IN WHICH END-USER NEEDS, ASPIRATIONS,
AND CONTEXT ARE GIVEN EXTENSIVE
ATTENTION AT EACH STAGE
OF THE PRODUCT DEVELOPMENT PROCESS.
15

22. HUMAN-CENTERED DESIGN CAN
ESPECIALLY ADD VALUE WHEN
DEVELOPING PRODUCTS FOR USERS
WHO ARE VERY DIFFERENT FROM YOU

23. WE KNOW THAT INVESTMENT IN
DESIGN BRINGS RESULTS
"Customer-experience leaders gain rapid insights to
build customer loyalty, make employees happier,
achieve revenue gains of 5 to 10 percent, and reduce
costs by 15 to 25 percent within two or three years"
Source: Mc Kinsey August 2016

24. HUMAN CENTERED DESIGN AT A GLANCE
18
Iterative
Scale
Test
Prototype
Co-Design and ideate
User Needs and Journey Mapping
User Research
Set Budget

25. Scale
Adjust
ORGANISATION CENTRIC DESIGN
19
Set Budget
Set Program Objectives
Design and ideate
Implement

26. Scale
ORGANISATION CENTRIC DESIGN
20
Scale
Test
Prototype
Co-Design and ideate
User Needs and Journey Mapping
User
Research
Set Budget
HUMAN CENTERED DESIGN
Experiment before you launch
Adjust
Set Budget
Set Program
Objectives
Design and ideate
Implement

27. Scale
ORGANISATION CENTRIC DESIGN
21
HUMAN CENTERED DESIGN
Resist designing until you understand the problem
from the user perspective
Implement
Test
Prototype
Co-Design and ideate
User Needs and Journey Mapping
User
Research
Set Budget
Adjust
Set Budget
Set Program
Objectives
Design and ideate
Implement

28. Scale
ORGANISATION CENTRIC DESIGN
22
HUMAN CENTERED DESIGN
Make it cheaper to experiment by prototyping and
working cross-functionally
Implement
Test
Prototype
Co-Design and ideate
User Needs and Journey Mapping
User
Research
Set Budget
Adjust
Set Budget
Set Program
Objectives
Design and ideate
Implement

29. CASE STUDY
HUMAN CENTERED INNOVATION 101

30. 50%
of the world’s poor
are farmers
200m
farmers own a
phone

31. BACKGROUND
MOBILE IS A
POWERFUL
TOOL TO HELP
FARMERS

32. Only 25% of
registered farmers on
Mobile Agriculture
products* use the
service more than
once
*Numbers based on GSMA mFarmer projects

33. WHY ISN’T
MOBILE
AGRICULTURE
SUCCEEDING?
BACKGROUND
This is a question that GSMA mAgri has been pondering for several years

34. Two years ago, GSMA mAgri decided to leverage Human
Centered Design to understand the problem from the
farmer’s perspective

35. mAgri PROGRAM
2.5 YEARS
6 MAGRI LAUNCHES
GHANA, MALAWI, SRI LANKA,
BANGLADESH, MYANMAR, PAKISTAN

36. HUMAN CENTERED DESIGN
LET’S DEEPDIVE INTO
SRI LANKA:
DIALOG’S EXPERIENCE
(DIALOG IS SRI LANKA’S LARGEST OPERATOR)

37. Scale
Adjust
ORGANISATION CENTRIC DESIGN
31
Set Budget
Set Program Objectives
Design and ideate
Implement

38. 32
PROGRAM OBJECTIVE
INCREASE REVENUEAND
CUSTOMER LOYALTYFROM
RURALSECTOR

39.
Farmers don’t have access to latest
market prices and buyers, resulting
in diminished bargaining power and
income
INITIAL HYPOTHESIS 1

40. INITIAL HYPOTHESIS 2
Farmers don’t follow best agriculture
practices and misuse chemical
because they lack expert knowledge
and advice

41. INITIAL HYPOTHESIS 3
Farmers and buyers can complete a
buy/sell transaction over the
phone

42. Scale
Adjust
ORGANISATION CENTRIC DESIGN
36
Set Budget
Set Program Objectives
Design and ideate
Implement

43. ReportsFarmer Database CMS Agri Knowledge base
977 IVR service Group message service Android App
CABIDoAAgri Business
Agri extension officersCollection services
Repository
Channels
Partners
Distribution
Network
Farmer
Groups
USSDSMS
Plant doctor network
USSD service
Public web portal
MOBILE
AGRICULTURE
PLATFORM
OVERVIEW
Dialog’s original idea

44. Scale
Adjust
ORGANISATION CENTRIC DESIGN
38
Set Budget
Set Program Objectives
Design and ideate
Implement

45. RESULTS
After 6 months of launch, only a
handful of farmers signed up, so they
stopped the project.

46. EXERCISE
USING HCD TOOLS, WE INVESTIGATED
WHY THE INITIAL PRODUCT FAILED
&
WHAT FARMERS EXPECT AND NEED IN
MOBILE AGRICULTURE SERVICES

47. HUMAN CENTERED DESIGN AT A GLANCE
41
Deploy
Budget and Implementation
Test
Prototype
Co-Design and ideate
Iterative
User Needs and Journey Mapping
User Research

48. During the 2 weeks in the field, our team interviewed over 80 people, and
transcribed over 2000 data points from conversations with farmers,
governmental agents, Agri Businesses and experts.
PROJECT OVERVIEW
FIELD RESEARCH

49. HUMAN CENTERED DESIGN AT A GLANCE
43
Deploy
Budget and Implementation
Test
Prototype
Co-Design and ideate
Iterative
User Needs and Journey Mapping
User Research

50. 44

51.
Farmers don’t have access to latest
market prices and buyers, resulting
in diminished bargaining power and
income
INITIAL HYPOTHESIS 1

52. NU01 - VEGETABLE FARMER
“I know the official price by calling the
Economic Development Center, asking a
friend from the market, or listening to the
Radio and TV. But I might not get the official
price because the middle man still has to
check the quality.”
NU.I.12 - MIDDLEMAN
“Farmers sometimes call me about the price to
test me and see I give them the official price.
Based on the relationship, the quantity and
quality of the produce, and how far they are,
then we settle on the final price.”
AN04 - PADDY FARMER
“The government gives the official price for
paddy, but the government often doesn’t buy
from us. So we are forced to sell to middlemen
who takes a commission”
Getting official prices for crops is only the beginning
of an ad-hoc, complex negotiation process
CONTEXT

53. INITIAL HYPOTHESIS 2
Farmers don’t follow best agriculture
practices and misuse chemical
because they lack expert knowledge
and advice

54. AN01 - VEGETABLE FARMER
“The directed amount on the bottle might not
kill all the pests. So if the instructions say 1
cup of the chemical, I use 1’5 cups to be sure
there are no pests.”
AN.EXP.01 - AI
“Farmers use excessive and unnecessary
amounts of fertilizer to make sure they have a
good season. I told a farmer he should only
use 120 kg of Urea, but he ended up using
450kg of Urea.”
The fear of losing an entire crop is just too high to follow
the instructions on chemicals’package
EXPERT ADVICE

55. INITIAL HYPOTHESIS 3
Farmers and buyers can complete a
buy/sell transaction over the
phone

56. DA.I.01- PADDY MIDDLE MAN
“I bite into the rice to see the quality. If the rice
is very crunchy, it means the rice is dry and
high quality.”
NU.I.12- VEGETABLE FARMER
“I never understand what the middleman
wants. Sometimes they say the carrot is too
large and can’t be good. I don’t understand
why, I think the middle man just cheats us”
Quality of crop is subjective, making it difficult to
standardize pricing
CLOSING A TRANSACTION
NU.I.17- VEGETABLE MIDDLE MAN
“Sometimes we need large potatoes for buyers
who make french fries, and sometimes we
need small potatoes for buyers for resorts. The
size and quality we need depends on the
buyer”

57. HYPOTHESIS CHECK RESULTS
INITIAL ASSUMPTION CHECK
Farmers don’t have access to latest market prices and buyers,
resulting in diminished bargaining power and income
Farmers don’t follow best agricultural practices and misuse
chemicals because they lack expert knowledge and advice
Farmers and buyers can complete a transaction over the phone
CONTEXT
Not valid
Not valid
Not valid

58. WHAT DO
FARMERS
CARE ABOUT?
HUMAN CENTERED DESIGN

59. AN01 - VEGETABLE FARMER
“We know there are a lot of harmful chemicals
in the vegetables, so we feed our children
mostly fish and chicken, and avoid
vegetables”
NU03 - VEGETABLE FARMER
“The vegetables in this plot is organic for my
family consumption. All the rest is for
business. It’s too time-consuming to make
organic fertilizer. As the population increases,
we also need to increase food supply, so it’s
not practical to go organic for the whole
farm.”
Farmers aspire to minimise their family and country’s
exposure to chemicals
FARMER ASPIRATION
ANI04 - CHEMICAL SHOP
“Labor costs are too high nowadays. It’s better
for farmers to use chemicals to ensure a good
harvest. For me, I grow my own plot of land
though, and don’t buy vegetables from the
market”

60. WHO DO
FARMERS
TRUST?
HUMAN CENTERED DESIGN

61. Family Farmers
Middle men
Local store
TV & Radio Agri Expert
Informal
money lender
Mobile
operators
Bank
Operator Perspective
CONTEXT
“Who do trust for help and information on your farm?”CIRCLE OF TRUST
Government

62. My family
High
performing
farmers
Seed &
Fertiliser
AgriBiz
Buyers and
Middle men
Local store
TV & Radio
Agri Expert
Informal
money lender
Mobile
operators
Bank
Sri Lanka Farmer Perspective
CONTEXT
* Resulting data aggregated from 18 farmer interviews
“Who do trust for help and information on your farm?”CIRCLE OF TRUST
Government

63. HUMAN CENTERED DESIGN
THE PRODUCT
RECOMMENDATION

64. HUMAN CENTERED DESIGN AT A GLANCE
58
Deploy
Budget and Implementation
Test
Prototype
Co-Design and ideate
Iterative
User Needs and Journey Mapping
User Research

65. 59

66. Name:
Govi Mithuru (Farmer’s friend)
Value proposition:
Securing your crop and your family
Service:
Get automatic calls every week in the early
morning or late evening with latest crop and
family nutrition information that is personalised
to the season and crop.
The information is validated by the Department
of Agriculture and sent in a timely way.
Pricing:
Rs 1 + taxes per day for 1 crop
HUMAN CENTERED DESIGN
PRODUCT DESCRIPTION

67. USSDSMS
CONTEXT
The concept went
from being a
matchmaker of
farmers to sellers
….
( What operators thoughts farmers want )

68. CONTEXT
…. to a service to
help with
chemicals and
family nutrition
( What farmers actually want )

69. THE RESULTS?

70. • Over 50,000 users with expectation of reaching 200,000 users (need
to reach 90,000 to break even)
• 56% of users are new Dialog users
• Over half of users have are repeat users, with repeat users generating
high revenue on voice and other core services
• More than 75% of total base has received or accessed some content
• Almost half of users surveyed have implemented changes on their
farms
• Govi Mithuru is popular among women, reaching many more female
users than the known population of female land holders.
THE RESULTS
BUSINESS IMPACT
FARMER IMPACT

71. THE RESULTS - USER REGISTRATION

72. “I cultivated two fields this time.
For one of the paddy fields, I applied
the instructions of the Govi Mithuru
service while for the other paddy field
I could not apply them. I was able to
receive a very good harvest from
the paddy field to which I applied
the instructions of Govi Mithuru.”
“Since we stopped our purchasing
chemical pesticides, we were able to
save money. We could also save time
and labor by practicing some of the
good methods mentioned through
Dialog Govi Mithuru”

73. GREATEST CHALLENGE?

74. KEEP ITERATING
TOGETHER
HUMAN CENTERED DESIGN

75. SRI LANKA: VALUE PROPOSITION TESTING
SRI LANKA: TEAM SETUP
The processes are still quite waterfall,
it’s very expensive and time consuming
to make a change. I wish the marketing
department and technology department
also came into the field with us, so we
could be all aligned about the user
needs and we could launch and iterate
on the product faster.
[Dialog, Product Manager]
KEY LEARNINGS (02)

76. RESOURCE

77. THE mAgri DESIGN TOOLKIT IS
AVAILABLE TO HELP YOU START
USER-CENTERED DESIGN,
WHAT IS NEEDED?
But organisations, people and processes need to
change too to sustain the journey.

78. USER CENTERED DESIGN
FOR MOBILE AGRICULTURE

79. http://www.gsma.com/mobilefordevelopment/magri-design-toolkit
Received Honorable
Mention in the 2016 Design
Award for Social Good

80. CAN USER CENTERED
DESIGN WORK FOR YOUR
CURRENT CHALLENGE?
HUMAN CENTERED DESIGN

81. mAgri TOOLKIT WORKSHOP
T H A N K S !