Expanding into emerging markets brings with it a specific set of
challenges for designing products and services. Not only do
cultural differences play a role in what, how, and why customers
behave the way they do, but existing technologies, distribution
channels, and the wants and needs of consumers become additional
challenges when establishing market shares in the developing world.
Innovative Solutions: What Designers Need to Know for Today's
Emerging Markets describes the landscape of these new markets and
discusses research and design methodologies tailored to them.
Local designers and researchers offer insight directly from the
depths of India, China, and other parts of the world. They take an
in-depth look at user research methods in underserved communities,
new tools such as ecosystems mapping to define the elements
impacting innovation and design decisions, and methodologies to
develop solution spaces based on the output from user research
studies. The book then presents real-life examples through case
studies and interviews. The case studies draw not only from the
authors work with clients such as HP Labs, Nokia, Haier, Philips,
Intel, and A Piece of Pie, but also from user experience and the
results of innovation research across the globe. The interviews
include conversations with leaders in innovation such as Roopa
Purushothaman, Tapan Parikh, Ram Sehgal, Steve Portigal, Dmitry
Volkov, and Darelle van Greunen.
A fascinating perspective of the users and ecosystem in emerging
nations, the book provides deeper insights on how a user-centered
innovation and design approach has been applied in practical
settings. Examining the challenges of innovating and designing for
emerging markets, it incorporates research and practice to explore
new ways of uncovering the riches and opportunities in innovation
and design for emerging markets.
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