Design Research Contextual Invention

8/8/2019 Design Research Contextual Invention

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Design Research for

Contextual InventionThe Case of Auto – Mobile Access

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HP Contextual Invention HP Contextual Invention 32

0.0 Introduction

This paper offers a brief examination of the problem and process ofdesigning products and services for non-traditional or underservedusers in emerging economy regions of the world. We argue that thecreation of new technologies for such user groups must proceed froma careful and engaged analysis of existing communicative andinteractional patterns, wherefrom new ideas and opportunities mayemerge. Using the example of fieldwork conducted by the Center forKnowledge Societies among autorickshaw drivers in Bangalore city,we describe how ethnographic research and quantitative visualizationcan be used to develop and define feature sets for alternative modesof voice and data exchange, which enhance the livelihoods of thisclass of users.

Design Research forContextual Invention:The Case of Auto – Mobile Access




Two large classes of product lines now serve as the world’s dominantcomputational and communications platforms – the desktop or laptopcomputer and the handheld mobile device. While desktop computersare often seen as the principal vehicle for shared access at communityinformation centers or ‘kiosks,’ it is mobile devices that have enjoyedthe most significant growth among emerging, non-traditional and even

rural users. Last year in India, for example, mobile phone subscribersjumped from 7 million to 14.5 million and counting, with most newsubscriptions coming from the entrepreneurial sections of the lowermiddle class.

As coming generations of mobile phones come to incorporate moreand more computational, multimedia and data-transfer functionalities,they may be expected to emerge as the most important means ofaccess for users in emerging economy contexts around the world. Bycontrast, desktop access is likely to grow relatively slowly, for acombination of institutional, cultural, and economic factors. This paperexplores the ways in which desktop computing and mobile access

can be strategically integrated to take best advantage of emergingtechnological and user patterns.

Preliminary findings appear to strongly support the hypothesis thatemerging economy users enjoy livelihood enhancements more thansalaried classes because their work is time, location and informationsensitive. The exchange of information with clients, suppliers, andcollaborators directly increases their revenues, against whichhardware and connectivity costs may be offset. Field evidenceappears to suggest that there is less cultural resistance to theinterface and form-factors of mobile telephony as compare with

desktop models. Emerging functionalities of mobile devices, includinglocational awareness, presence information, unit-to-unit broadcast,short audio messaging, multimedia, and so forth are likely to createnew opportunites for service delivery which will further enhance thevalue of this form of access for emerging economy users.

Understanding theEmerging Economy

User Segment

1




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Of these diverse groups, we have identified three segments, whichappear to be self-scaling: Small Businesspersons, IndependentWorkers, and Wage earners. Examples of target consumer groupsfrom each of these occupational types include:

Small Businesspersons: grocery shop owner, corner baker,convenience store owner.Independent Worker: hawker, milk vendor, mason, carpenter,

electrician, plumber, auto driver.Wage Earner: gardener, maintenance staff, construction worker.

This ‘self-scaling’ segment of the urban population would appear tohave the following special characteristics, which make mobile phoneaccess especially attractive:

1. Monthly telecom spends incurred by small-scale businessmen and workers are entirely offset and even exceeded bytheir increased revenues and personal incomes.

2. Such individuals would not enjoy access to fixed linetelephony at their place of work (usually the street or a

crowded marketplace) or at their residence (an urban slumor unrecognized colony). There could not therefore be anycompetition between fixed and mobile telephony.

3. Since these groups are involved in the retail delivery ofgoods or services, their new-found mobile access mayencourage a large number of retail client to use telephonyin order to coordinate rendezvous or to place specialorders. For this reason, this segment may in fact have ademonstration as well as a network effect on bourgeoispopulations, rather than the normative trickle downprocess.

This tripartite hypothesis regarding the emerging economy segment,however, remains to be conclusively demonstrated through actualquantitative data. However, some insight into these issues may beobtained through the sample survey data that we will collect over thecourse of this research program.


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FIG.3 on the next page describes the occupation of the primaryearning member of all urban Indian households. Note that we haveorganized qualified professionals and high-end businessmen to thetop of the chart, while other non-target groups cluster at the bottom.

Our target ‘self-scaling’ group is shown to the left, while the largersalaried middle class is to the right. Each of these two large classesaccounts for about two-fifths of the total number of households. Our

further research will be directed at attempting to describe theworklife, communications practices and preferences of the non-traditional group to the left. This target population therefore amountsto at least 20 million urban households.

2.0 Case Study: Autorickshaw Drivers in

Bangalore

The case of autorickshaw drivers is compelling for several reasons: (i)these users never sit down at a desk to work; (ii) they are oftenreasonably educated, and some can read and write English; (iii) they

are incessantly mobile, and may therefore act upon the informationthey receive. Anecdotal evidences of the drivers using mobile phonesled the research team to further explore this phenomenon in detail.

The Research Team conducted a number of trial field visits in searchof more evidence of this occurrence. Through a traffic policeman theresearch team found an auto rickshaw association, whose membersused mobile phones. All subsequent findings and discussions arefocused on this autorickshaw community as the target sub-segmentof emerging users of mobile telephony.

An autorickshaw association is located 10 km northwest of the heartof the city. It houses day schools, state and central governmentoffices, retail stores and also entertainment facilities like movietheatres. The auto rickshaw stand is located near a police station andnext to a bus stop. It accommodates about 30 autos working on arotational shift basis.

Occupation Analysis2




Independent Worker

Wage Earner

Small Businessman

Housewife

Cultivator

Others

Businessman

Salary Earner

Professional

Education \

Occupation

SSC /

HSC

School 5

to 9 years

School

upto 4

years

Illiterate

Distribution 2 23 6 1

Independent Worker D6 E6 F6 G6

Mobile-access SEC Matrix for Auto Rickshaw Drivers

Analysis of Educational Attainment

Class VI - X

Class XI - XII

Class I - V

No Formal Schooling

FIG.3 Occupation Analysis

FIG.5 Analysis of Educational Attainment

FIG.4 Mobile-Access SEC Matrix for Auto Rickshaw Drivers

Each auto rickshaw driver is usually affiliated or associated with aparticular auto rickshaw driving association in a specific geographicallocation of the city. This often determines their radius of operation,although it does not restrict them from cruising beyond their range.This community of auto drivers also has conformed to this institutionalformat by forming an association. Presently, the association is

seven years old. The association serves as a gathering place forseasonal and annual festivities. Other benefits of this associationinclude helping each other when they are sick or in need of monetaryassistance.

MethodThis survey used Questionnaire-based interview techniques and FocusGroup Discussion to interact with the autorickshaw drivers. Thequestionnaire is appended at the end of this document. Open-endedinterviews were conducted at the association office or at theautorickshaw stand with volunteers recruited from amongrespondents to the survey questionnaire.

Quantitative Analysis of Survey FindingsMSEC Analysis

As seen in FIG.4, most respondents were described as ‘E6,’ accordingto the Mobile-SocioEconomic Classification (M-SEC) system,described in FIG.2 in the first chapter. This means that most of themhad received some education, usually more than 4 years, but did nothave a school-leaving certificate.

General Education Background

This illustration is representative of the general education backgroundof auto-rickshaw drivers associated with the location in study. Asis evident from the pie on the right, a majority (72%) of the drivershave educated themselves up to high school. Some of them (19%)possess primary school education, and a few (6%) have managedhigher secondary education. Only a fraction remains (3%) non-literate.

Small Businessman

Businessman

Professional

Independent WorkerSalary Earner

Wage Earner

Cultivator

Housewife

Others

Class VI-X

Class XI-Xii

Class I-V

No Formal Schooling




Mobile Phone Using Auto Rickshaw Drivers

Non-Users

Users

0%

10%

20%

30%

40%

50%

60%

70%

H i g h

U p p e

r M i d

d l e

M i d

d l e

L o w e

r M i d

d l e

L o w e

r

Income Class

P r o p o r t i o n o f A u t o D

r i v e r s

0

5

10

15

2 0 - 2 9

3 0 - 3 9

4 0 - 4 9

5 0 - 5 9

6 0 - 6 9

7 0 - 7 9

Age Group

N o . o

f A u t o D r i v e r s

FIG.6 Age Analysis

FIG.8 Income Distribution

Fig.7 Handset Owners Analysis

Age Group Analysis

FIG.6 given above, provides a glimpse of the different age groups theauto rickshaw drivers belong to. A greater proportion of drivers fallamong ’30-39’ age group, followed closely by the ’20-29’ age group.

Mobile Phone Ownership Analysis

FIG.7 represents an analysis of mobile phone owning and using autorickshaw drivers in the group. Out of the total number of autorickshaw drivers surveyed in this location, more than a quarter of themown mobile phones. The first member to use a mobile phonebought his handset three years ago.

Average Monthly Income Analysis

FIG.8 represents the average monthly income of an auto driver derivedfrom our survey data. One can see that they range fromthe Lower class to the Middle class. Average Lower, Lower Middleand Middle class incomes are •58 •87 and •145 respectively. Thisdistribution broadly agrees with that of the Independent Workercategory, already identified as one of the emergent user groups (seeFIG.2).

FindingsField research findings appear to corroborate initial hypotheses

regarding the description and definition of the self-scaling segment ofthe mobile entry product market. Focus group discussion revealedthat the adoption of mobile telephony was extremely price-sensitive.Nevertheless, the overwhelming preponderance of CDMA-basedhandsets and subscriptions would also indicate the efficacy oftargeted marketing and distribution strategies pursued by one majorcarrier. While open ended interviews were unable to quantify theeconomic benefit accruing to new mobile phone users, anecdotalinformation on increased ‘ease-of-work’ were collected. Some ofthese narratives also suggested ways in which mobile access reducedtravel and fuel costs, while also increasing the amount of time spentproductively engaging a client. No conclusive findings can yet bereported on the question of increased social capital or trust betweenautorickshaw drivers and established clients.

Non Users

Income Class

P r o p o r t i o n o f A u t o D

r i v e r s

N o .

o f A u t o D r i v e r s

Age Group

Users




We understand design research as a means of exploring, visualizingand representing relations in the world, that may yield an infinitelymutable range of technology enabled solutions to suit diverseconsumer preferences. To this end we seek to unearth latent userneeds, preferences, practices and behavior through extensive primaryand secondary research, field ethnography and quantitativeapproaches. In our experience audiovisual documentation,photographic diaries, culture probes and field notes have proven

invaluable in such engagements with users to map theircommunicative and interactional patterns. Once such acomprehensive understanding of our target audience has beenobtained we analyze various insights generated during our inquiry andevolve a range of contextually relevant design concepts and serviceprototypes, which we iteratively test and modify prior to finalimplementation.

What is Design Research?3




FIG.10 Understanding User MobilityFIG.9 Understanding User Cosmology

3.1 Understanding User Cosmology

FIG.9 diagram was created through a synthesis of survey data,interviews, and focus-group-discussions. Five major domains

emerged, clients, authorities, family, leisure, and peers. Within thesecategories, several subclusters also appear. Determinate socialrelations between the autorickshaw driver and these groups andsubgroups, moreover, can be diagrammed on the basis of the numberand kinds of calls and data exchanges that take place over the courseof the workday. These communicative patterns can now serve as atemplate for the design of products and services specifically targetedat autorickshaw drivers as a community.

3.2 Understanding User Mobility

Through daily tracking and participant observation particular clustersof autorickshaw were mapped at different locations in Bangalore city.

We noticed that points of transit, recreation, business, residence, andeducation all attracted clusters at different times of the day and night.These kinds of user patterns might be useful for siting WiFi hotspotsdesigned for the use of autorickshaw drivers or their clients. Furtherstudy of these patterns might also be instructive as to the diurnalpatterns of the city at large, or at least of that segment of the city thatis likely to use autorickshaws. Such information may also help driversplan their daily ‘cruise’ through the city looking for rides.




Conclusion4We believe that the relationship between the desktop and mobileaccess devices is one of the most important questions remaining tobe addressed today. If mobile devices become the preferred means ofstoring personal and identity information, one would expect ruralusers to begin using their device as a key, which would uploadpersonal data and preferences to a shared-use machine, affordingimmediate customization of the desktop environment. The increasing

interoperability of mobile devices means that they can communicatethrough WiFi (802.11) connectivity in the free spectrum. Any ruralinformation kiosk may therefore serve as a local hotspot, affordingaccess at any point within the immediate area of the village (e.g.R<100m). New kinds of transactions between the village area and thekiosk now become possible, including kiosk-to-handset broadcast,geospatial mapping, short audio messaging, time-stamped field datacollection, photoblogging and so forth. Such an interrelationshipbetween a desktop and multiple handheld units might further allow acommunity to construct an accumulated and multilayeredgeographical information system, which could serve as a resource fordecision making and resource allocation within the community. In

these ways, we argue, further investigations into the interfacebetween fixed and mobile access can allow information kiosks tobetter bleed their utility into their surrounding landscape.

Whereas we have tracked some of the ways in which newer forms ofmedia extend and redefine older media, there are also some kinds ofinnovation and technology development which are wholely new. Forexample, peer-to-peer networks, whether fixed or mobile in character,afford peripheral relations among groups that are very different fromtraditional broadcast models. Or global positioning systems, forexample, that allow location-based information to emerge as a new

category or type of knowledge about space, motion, and directionality.In our review, however, we have focused on the most popular formsof ICT, those that have achieved significant markets, and have come tobe integrated into the popular imagination. We find these tooverwhelmingly privilege oral and aural forms of communication, as




well as visual representation, over textual forms. This general insightremains to be further interrogated through user trials and focused groupdiscussions which seek to capture user ideologies and preferences. Incoming fortnights we also hope to undertake wider trend analysis thatmakes use of this historical outline in order to make general claims aboutpossible ways in which new audio / video features might fit into the priorcareer of oral-aural technologies in India.

It is therefore out contention that the way to create new technologies,services, and business in emerging economy contexts is through thecreation of an ongoing dialogue between user groups and usercommunities on the one hand, and technology developers on the otherhand. Sophisticated strategies for such user research, documentation,visualization and analysis have been developed by the Center forKnolwedge Societies, and exemplified in the case of autorickshaw driversas above.




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SURVEY: Profile of the urban autorickshaw driver.SERIAL NO:DATE:TIME:

I DEMOGRAPHY1. Name2. Age

3. Marital Status4. Education5. No. of Dependent Family Members6. Home Town / Home State7. Languages Known /Native Language8. Area of Residence in Bangalore9. Auto driver since when?a. Current Income per month (INR):10. Any other part-time job?a. Current Income per month: (INR).11. Previous Joba. Income per month (INR).

II BUSINESS RELATED12. Ownership of the vehicle: Rented [ ] Owned [ ] Shared [ ]13. Fuel used: Petrol [ ] D iesel [ ] LPG [ ]a. Average kms per liter/ kg: km14. Average Daily Income: Rs.15. Previous Day ’s income: Rs.16. Vehicle related expenses per month: (INR)17. Area of Operation:a. Why this area?18. Shift timings: ______ hrs to _________ hrs

a. Why this time?19. Peak Hours: ______ hrs to _________ hrs20. Who are his customers?21. What are their destinations?22. What services does he provide as an autorickshaw driver?

Appendix: Survey Form for

Auto-Rickshaw Drivers6




III COMMUNICATIONS23. What newspapers does he read?24. What does he do when the auto breaks down?25. What communications and media does he have access to

at home?26. Where does he eat his meals?27. When is his day off?28. What does he do on his day off?

29. How does he communicate with family/friends when he ison the move?30. Who does he meet while at work?

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Design Research Contextual Invention