Designing Mobile Solutions for Social & Economic Contexts

Technology should help solve problems for people, but all people (and their problems) are unique - there is no one size fits all. This is especially true of Mobile, where environments and user needs are much more diverse than in other computing platforms. For instance, building mobile applications for the widest reach in India requires thinking about feature phones, non-English interfaces, the 'language' of missed calls, low-bandwidth situations, cultural nuances and numerous other unique conditions.

Jonny Schneider and Nagarjun Kandukuru argue that the practice of design thinking helps mobile developers solve the most important problems in context-appropriate ways. They demonstrate how the best mobile applications lie at the intersection of technical feasibility, business viability and crucially, user delight.

Transcript

1. MORE THAN JUST
   AN APP
   Designing Mobile Solutions
   for Social & Economic Contexts
   Bangalore, India 9 October 2013
   We’re from ThoughtWorks, and we’re here to talk about how mobile can solve unique problems in meaningful ways in different social
   contexts.
   

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2. A LITTLE ABOUT JONNY
   Thinker. Designer. Doer.
   Ten years working on software
   products. Six in mobile.
   I like to ship mobile products that work.
   

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3. A BIT ABOUT NAG
   VP Global South Strategy.
   Involved in mobile since 2002,
   starting with the Simputer project.
   

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4. 1. What is design?
   2. Social context in the West.
   3. Social context in the Global South.
   4. The coming Ubi-Comp revolution.
   5. Thinking like a designer.
   WE’RE GOING TO TALK ABOUT...
   

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5. What is design, exactly?
   Jonny, on
   design.
   

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6. A process of creating order
   from chaos.
   Combining disjointed parts into something complete and cohesive.
   From disintegrated to integrated.
   By doing this we enhance order, purpose and meaning of a thing.
   

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7. A solution to a problem,
   within a set of constraints.
   Go beyond cohesive integration. It must be useful.
   As a user, you have needs to be met.
   A solution must meet those needs in context to my environment and it’s constraints.
   

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8. • Architects design living environments within the
   constraints of space and material
   • Civil engineers design infrastructure within the
   constraints of material
   • Advertising graphic designers design
   communication within the constraints of media
   • City planners design public transport services
   within the constraints of traffic and infrastructure
   A FEW DIFFERENT FLAVOURS
   

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9. Mobile product designers
   solve problems for people
   within the constraints of
   business and technology.
   

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10. User Centred
    Design
    (desirability)
    Technology
    (feasibility)
    Business
    (viability)
    Product
    Innovation
    Consider ALL the parts
    Where Business & Technology meet (like in big business), often the user experience suffers.
    When Business & Design is the focus (like in advertising), solutions might not be feasible or efficient
    With Design & Technology (as in startups), it’s often viability that suffers
    

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11. TECHNOLOGY BUSINESS USER NEEDS CONVENTIONS
    feasibility
    hardware
    browsers
    network access
    input methods
    display
    technology
    bandwidth
    viability
    time
    budget/cost
    capabilities
    revenue model
    demand
    resources
    desirability
    proposition
    unmet needs
    value
    goals
    design principles
    guidelines
    interaction
    models
    patterns
    style guides
    A snapshot of some constraints and
    considerations
    

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12. Embrace constraints
    “When forced to work within a strict framework the
    imagination is taxed to its utmost - and will produce
    its richest ideas. Given total freedom the work is
    likely to sprawl.” -T.S. Eliot
    T.S. Eliot was an American publisher and playwright in the 1880’s
    He understood the importance of embracing constraints.
    He’s saying that without constraint, the work suffers, and with constraint, the mind is at it’s most creative.
    

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13. Jugaad
    Work it out yourself,
    with whatever you’ve got.
    The indian word Jugaad means an improvisation or work around, which is necessary because of lack of resources.
    Improvisation ≠ design, but the same creativity that embraces constraint is necessary for good design.
    

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14. Système D
    This is a universal.
    In France, this is called Système D
    

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15. Jietinho
    In Brazil, it’s Jietinho
    

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16. Zizhu Chuangxin
    And China has Zizhu Chuangxin
    

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17. A few examples of overcoming constraints from the Global South...
    Indian cappuccino machine made from a pressure cooker.
    

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18. African mobile phone charger
    ...We will see a little later why this is such a big deal
    

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19. Filipino light bulb.
    That’s a water bottle refracting light through a hole in a tin roof.
    

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20. Examples from the West. Yellow Pages Mobile, 2008
    • tiny screens
    • proprietary or weird browsers
    (Obigo on old LGs; Nokia WebKit 419 on old Nokias; NetFront on Sony Ericsson, IE on WinMobile Palm devices)
    • tedious input method (T9, keypad)
    • low bandwidth connections
    As a result, this required dozens of different versions of the interface, served up conditionally according to the client device’s capability to
    render the interface. Messy and complicated, yet a solution to constraints.
    

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21. NAB Mobile Banking apps, 2010-11
    • 15 Year old infrastructure and systems
    • No APIs
    • very aggressive budgets
    • Extremely high level of security required meant a lot of technical complexity
    Quite a lot of improvisation required to create the perception of simplicity for users.
    

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22. NAB Mobile Banking apps, 2010-11
    • 15 Year old infrastructure and systems
    • No APIs
    • very aggressive budgets
    • Extremely high level of security required meant a lot of technical complexity
    Quite a lot of improvisation required to create the perception of simplicity for users.
    

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23. https://speakerdeck.com/jonnyschneider
    Natural language banking prototype, 2012
    ‘Siri for banking’
    • latency
    • the nuance of human linguistics (machine understanding)
    • multi-modal interactions
    There’s an entire talk on this, if you want more detail on that
    

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24. Social context awareness is as
    important as technical ability.
    

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25. Do
    RIGHT
    Things
    Build
    Things
    RIGHT
    Build
    RIGHT
    things
    You are probably
    great at this part
    This requires enquiry,
    insight and vision
    Building the right thing not just building the thing right.
    Software quality. Engineering excellence. Performant architecture.
    None of those things mean anything if no one uses your product.
    

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26. Focus on proposition
    (don’t be a hammer looking
    for a nail)
    Ask yourself:
    • What problem is being solved?
    • How will technology help to solve the problem?
    • How will it maintain business viability?
    

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27. HIERARCHY OF NEEDS
    usable
    reliable
    functional
    desirable
    ‘Designing for Emotion’, Aarron Walter, A Book Apart.
    A remap of Maslow’s hierarchy of needs, for products and services.
    The goal (for the west) is often ‘desirable’. I don’t need it, but I want it.
    We can do this by making an emotional connection with customers, to elicit a choice or preference to use the product.
    It’s more than just getting a task done.
    

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28. DESIRABLE: MORE THAN JUST ‘USABLE’
    An example if clever emotional design. Any.do
    Ostensibly, it’s just like every other task manager - It has a list of tasks, some are done, some aren’t.
    Then it gets personal. It knows my name...
    ‘Any.do Moment’ helps me every morning to reduce the noise dozens of items down to 2-3 most important things
    This makes me feel better about my day
    

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29. DESIRABLE: MORE THAN JUST ‘USABLE’
    An example if clever emotional design. Any.do
    Ostensibly, it’s just like every other task manager - It has a list of tasks, some are done, some aren’t.
    Then it gets personal. It knows my name...
    ‘Any.do Moment’ helps me every morning to reduce the noise dozens of items down to 2-3 most important things
    This makes me feel better about my day
    

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30. DESIRABLE: MORE THAN JUST ‘USABLE’
    An example if clever emotional design. Any.do
    Ostensibly, it’s just like every other task manager - It has a list of tasks, some are done, some aren’t.
    Then it gets personal. It knows my name...
    ‘Any.do Moment’ helps me every morning to reduce the noise dozens of items down to 2-3 most important things
    This makes me feel better about my day
    

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31. DESIRABLE: MORE THAN JUST ‘USABLE’
    An example if clever emotional design. Any.do
    Ostensibly, it’s just like every other task manager - It has a list of tasks, some are done, some aren’t.
    Then it gets personal. It knows my name...
    ‘Any.do Moment’ helps me every morning to reduce the noise dozens of items down to 2-3 most important things
    This makes me feel better about my day
    

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32. DESIRABLE: MORE THAN JUST ‘USABLE’
    An example if clever emotional design. Any.do
    Ostensibly, it’s just like every other task manager - It has a list of tasks, some are done, some aren’t.
    Then it gets personal. It knows my name...
    ‘Any.do Moment’ helps me every morning to reduce the noise dozens of items down to 2-3 most important things
    This makes me feel better about my day
    

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33. DESIRABLE: MORE THAN JUST ‘USABLE’
    An example if clever emotional design. Any.do
    Ostensibly, it’s just like every other task manager - It has a list of tasks, some are done, some aren’t.
    Then it gets personal. It knows my name...
    ‘Any.do Moment’ helps me every morning to reduce the noise dozens of items down to 2-3 most important things
    This makes me feel better about my day
    

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34. THE WORLD ECONOMIC PYRAMID
    Annual income Tier Population
    $20,000+
    ($60/day)
    1 0.10 Billion
    $1,500-20,000 2 + 3 1.5-1.75 Billion
    < $1,500
    ($4.10/day)
    4 4 Billion
    For now, just remember the top of the pyramid.
    More than $20,000 income per year
    One tenth of a billion people (only 1.4% of global population, 7 Billion)
    

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35. Social context in the West
    Jonny, on social context in developed
    economies.
    

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36. Pew Research, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/Internet-adoption-over-time.aspx
    0
    20
    40
    60
    80
    ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11
    Internet adoption over time (percentage American adults)
    Most people have access to the
    internet.
    

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37. The Australian Online Consumer Landscape Report, Nielsen 2012.
    0
    20
    40
    60
    80
    ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11
    Internet adoption over time (percentage American adults)
    82% of Australian adults
    are online in 2012
    It’s the same in
    Australia.
    

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38. Pew Research Center, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/The-power-of-mobile.aspx
    0
    15
    30
    45
    60
    75
    90
    Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12
    Desktop PC
    Laptop
    Mobile Phone
    Tablet
    Adult gadget ownership over time
    This isn’t a new story.
    Mobile ownership is approaching saturation.
    Tablet ownership on the rise.
    

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39. Australia - Understanding the Mobile Consumer. Australian Bureau of Statistics. May, 2012. http://bit.ly/MKj8dq
    Australian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampli
    The Australian Online Consumer Landscape Report, Nielsen 2012.
    0
    15
    30
    45
    60
    75
    90
    Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12
    Desktop PC
    Laptop
    Mobile Phone
    Tablet
    In Australia...
    ★110% mobile device penetration
    ★52% of those are smartphones
    ★18 % tablet ownership
    More phones than there are people.
    Half of them are smartphones.
    Strong tablet ownership.
    

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40. Data: http://isc.org; http://amta.org.au; http://wikipedia.org and various websites
    ‘87 ‘89 ‘91 ‘93 ‘95 ‘97 ‘99 ‘01 ‘03 ‘05 ‘07 ‘09 ‘11
    AMPS
    Analogue
    GSM
    2G/WAP/WML/i-mode
    3G UMTS
    NextG
    total number
    of internet
    destinations
    A brief history lesson on the where, when and how of internet access.
    • Voice Era - all about voice
    • Feature Phone Era - starting to use the web
    • Smartphone Era - using the web a lot
    

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41. Data: http://isc.org; http://amta.org.au; http://wikipedia.org and various websites
    ‘87 ‘89 ‘91 ‘93 ‘95 ‘97 ‘99 ‘01 ‘03 ‘05 ‘07 ‘09 ‘11
    AMPS
    Analogue
    GSM
    2G/WAP/WML/i-mode
    3G UMTS
    NextG
    Telecom ‘Walkabout’
    Motorola
    Brick
    SMS is born
    A brief history lesson on the where, when and how of internet access.
    • Voice Era - all about voice
    • Feature Phone Era - starting to use the web
    • Smartphone Era - using the web a lot
    

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42. Data: http://isc.org; http://amta.org.au; http://wikipedia.org and various websites
    ‘87 ‘89 ‘91 ‘93 ‘95 ‘97 ‘99 ‘01 ‘03 ‘05 ‘07 ‘09 ‘11
    AMPS
    Analogue
    GSM
    2G/WAP/WML/i-mode
    3G UMTS
    NextG
    Telecom ‘Walkabout’
    Motorola
    Brick
    SMS is born
    Nokia 5110
    Motorola
    RAZR
    Palm Treo
    1st mobile
    web browsers
    1st WebKit
    browser
    Predicti
    ve
    Text
    VOICE ERA
    A brief history lesson on the where, when and how of internet access.
    • Voice Era - all about voice
    • Feature Phone Era - starting to use the web
    • Smartphone Era - using the web a lot
    

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43. Data: http://isc.org; http://amta.org.au; http://wikipedia.org and various websites
    ‘87 ‘89 ‘91 ‘93 ‘95 ‘97 ‘99 ‘01 ‘03 ‘05 ‘07 ‘09 ‘11
    AMPS
    Analogue
    GSM
    2G/WAP/WML/i-mode
    3G UMTS
    NextG
    Telecom ‘Walkabout’
    Motorola
    Brick
    SMS is born
    iPhone 3
    HTC Dream
    (1st
    Android)
    iPad 1
    Nokia 5110
    Motorola
    RAZR
    Palm Treo
    1st mobile
    web browsers
    1st WebKit
    browser
    Predicti
    ve
    Text
    VOICE ERA
    FEATURE
    PHONE ERA
    A brief history lesson on the where, when and how of internet access.
    • Voice Era - all about voice
    • Feature Phone Era - starting to use the web
    • Smartphone Era - using the web a lot
    

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44. Data: http://isc.org; http://amta.org.au; http://wikipedia.org and various websites
    ‘87 ‘89 ‘91 ‘93 ‘95 ‘97 ‘99 ‘01 ‘03 ‘05 ‘07 ‘09 ‘11
    AMPS
    Analogue
    GSM
    2G/WAP/WML/i-mode
    3G UMTS
    NextG
    Telecom ‘Walkabout’
    Motorola
    Brick
    SMS is born
    iPhone 3
    HTC Dream
    (1st
    Android)
    iPad 1
    Nokia 5110
    Motorola
    RAZR
    Palm Treo
    1st mobile
    web browsers
    1st WebKit
    browser
    Predicti
    ve
    Text
    VOICE ERA
    FEATURE
    PHONE ERA
    SMART-
    PHONE
    ERA
    A brief history lesson on the where, when and how of internet access.
    • Voice Era - all about voice
    • Feature Phone Era - starting to use the web
    • Smartphone Era - using the web a lot
    

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45. The mobile device landscape
    is now homogenised.
    • Windows Mobile is gone (replaced with Windows Phone)
    • Nokia is now Microsoft
    • BlackBerry now has WebKit
    • Android OEMs produce standardised(ish) hardware
    • Android + iOS + Windows is generally enough for native app
    • Samsung and iPhone dominate
    • High-end devices are affordable for most people
    

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46. Devices are part an
    ecosystem of screens and
    physical interfaces.
    ‘The future of mobile is the end of the term “mobile”’. Andrew Keen.
    http://thenextweb.com/mobile/2012/11/21/what-is-the-future-of-mobile/
    Mobile devices exist as part of an ecosystem.
    High expectations for seamless integration.
    

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47. 1
    2 + 3
    4
    usable
    reliable
    functional
    desirable
    Affluent people in a saturated
    market.
    NEEDS ECONOMICS
    The social context in the West is characterised by the two pyramids.
    • high usage
    • high expectations
    • highly competitive...(sometimes) *monopolies or duopolies are common in Australia, but that’s another story.
    

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48. ‘Name of referenced work’, Author/source/URL, date.
    Mobile must go beyond just ‘mobile’.
    People expect integrated and seamless services, and there is usually a choice of product.
    An example from Australia’s leading real estate website:
    Search, browse and create a shortlist of properties in your lunch hour.
    

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49. ‘Name of referenced work’, Author/source/URL, date.
    AirPlay or stream to SmartTV in the evening to discuss with your buying
    partner.
    

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50. ‘Name of referenced work’, Author/source/URL, date.
    Plan your day with the mobile app to help you get around on weekend property
    inspections
    

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51. Social context in the Global South
    Nag, on the Global South.
    

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52. What mobile apps would be
    helpful for the base of the
    pyramid?
    During a social outreach program, we met a few fisherwomen.
    We asked if technology could do anything for them. They asked for a device which did two things:
    • find fish in the ocean - competitive advantage against big company trawlers.
    • warn against tsunamis and other extreme conditions
    Interesting problem, isn’t it?
    The components (sensors etc.) clearly existed. But we were stumped. How to go about designing and making the device? Our eyes were
    opened to a new dimension of mobility. We went on a journey to discover this dimension. Let me tell you that story...
    

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53. Bradesco Bank:
    Mobile banking on the
    Amazon
    How many of you have used Mobile banking?
    Here’s what Mobile banking means to a bank in Brasil.
    A Boat goes around the Amazon river with an ATM on board.
    If they can’t come to the bank, the bank goes to them.
    

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54. $15,000
    portable
    $300,000
    immobile
    GE China: Vscan
    GE China’s Vscan is perfect for rural Global South
    $300M in revenue in 5 years. In the end, exported to the west.
    

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55. MOBILE CRM FOR INDIA
    ‘Missed call’ in India. This is at Bangalore airport.
    When we think of CRM, we’re usually thinking of Salesforce or similar.
    Missed call get’s the job done!
    

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56. Nokia:
    Long battery,
    flashlight,
    FM Radio
    This low cost Nokia device has FM, torchlight and runs for a week on one charge.
    Can your smartphone say that?
    Flashlight is highly functional, and useful, given that electricity and therefore lighting is never guaranteed.
    

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57. WHAT SHOULD WE FOCUS ON?
    Technically
    Interesting
    Socially
    Important
    Games
    Social media
    Advertising
    eHealth
    eLearning
    eAgriculture
    eGov
    We realised that the Mobile industry was largely focussed on the wrong problems.
    Games.
    

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58. THE WORLD ECONOMIC PYRAMID
    Annual income Tier Population
    $20,000+
    ($60/day)
    1 0.10 Billion
    $1,500-20,000 2 + 3 1.5-1.75 Billion
    < $1,500
    ($4.10/day)
    4 4 Billion
    Most of the Global South is at the bottom of the World Economic
    Pyramid
    

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59. usable
    reliable
    functional
    desirable
    NEEDS
    In that environment, functionality is inevitably a more important need than desirability.
    

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60. http://apod.nasa.gov/apod/ap081005.html
    ACCESS TO
    ELECTRICITY
    Only about 4% of the population has access to grid power in
    Africa
    

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61. http://apod.nasa.gov/apod/ap081005.html
    GSM NETWORK
    COVERAGE
    Around 98% of the population has access to mobile coverage
    

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62. A MOBILE CHARGING STATION IN AFRICA
    

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63. We looked at examples of a broader definition of mobility. We discovered a number of companies in other industries working on to the
    problem of how to make mobility relevant to the Global South.
    Here are some examples...
    

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64. Simpa: Pay As You
    Go solar energy
    Founded 2010 in San Francisco as a for-profit social enterprise with a vision to bring clean and sustainable energy to nearly billion people
    living off the grid in the developing world. Their mission was to make clean solar energy affordable.
    Total expenditure for off-the-grid energy sources—such as kerosene or batteries—is quite high. Over a 10-year period, households spend
    $750- $1,500 on kerosene, candles, batteries, and phone charging—enough to pay for multiple high quality solar energy systems. But low-
    income families cannot afford to pay the entire $400 up-front cost of a high quality SES, and traditional lenders won’t lend to households
    without a dependable and steady income.
    

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65. Total Cost of
    Ownership
    Flexibility of
    Payments
    Initial
    Purchase
    Price
    Progressive purchase
    Modeled on the familiar pay-as-you-go pricing model for prepaid mobile phone service.
    Customers pre-pay, in cash, to “recharge” at local agents. Agents use SMS to communicate purchases to Simpa, where the core revenue
    management software debits their account and sends back a usage code. The consumer later keys the code into their unit to receive the
    amount of power that was purchased.
    Top-ups also pay down the cost of the SES itself. When the cost is fully paid off, the SES unit is permanently unlocked and the energy
    generated is free.
    

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66. Lean, java and...
    Open source WAP
    and SMS gateway
    Twelve weeks to Pilot and launch.
    Kannel is free open source software that works as an SMS gateway for GSM networks.
    The revenue management software had to be tested with the SES hardware and the text-messaging gateway.
    

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67. mPedigree:
    fighting counterfeit drugs
    67% of medicine sold is counterfeit
    SMS code to get response if medicine is counterfeit or not is a good enough solution
    Experts believe the counterfeit trade is worth about $700 billion a year. But it is the trade in fake medicines, in particular, that has raised the
    greatest alarm: nearly 2,000 people are estimated to die from falsified and sub-standard medicines yearly.
    

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68. Farmer services in India
    

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69. The coming UbiComp revolution
    Nag, on ubiquitous
    computing
    

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70. Android mini PC,
    Arduino, Raspberry Pi
    

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71. Arduino board,
    connected to hand-wash
    tap and GPRS unit
    Aggregated usage reports
    Monitoring usage of sanitation
    A prototype project for ThoughtWorks in collaboration with a global health organisation.
    

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72. Pulse sensor with battery
    powered Arduino
    

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73. • Agile/Lean Methods
    • Multi-disciplinary engineering
    • Being frugal and systems thinking
    • Ecosystems
    • Empathy and design
    SKILLS FOR RADICAL MOBILITY
    

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74. Thinking like a designer
    Jonny, on thinking like a
    designer.
    

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75. R
    L +
    Analytical
    Fact-driven
    Logical
    Good at planning
    Linear
    Management
    Planning
    Visual
    Intuitive
    Lateral
    Creative
    Visionary
    User Research
    Empathy
    People often think about Left OR Right brain thinking.
    Left AND Right brain is much more powerful.
    It’s a collaboration.
    Analytical & Intuitive
    Logical & Lateral
    Factual & Creative
    

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76. DESIGN IS MORE THAN
    ABRACADABRA
    You don’t need to a magician to do design.
    Harness the power of the intelligence of others.
    

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77. AND IT’S MORE THAN JUST DON DRAPER
    And it’s not about being a design hero
    either.
    

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78. Everyone is a designer.
    Listen.
    Ask the right questions.
    Empathise.
    Synthesise meaning from insight.
    Interpret. Find a vision. Be a communicator.
    

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79. User Centred
    Design
    (desirability)
    Technology
    (feasibility)
    Business
    (viability)
    Product
    Innovation
    A vision should encompass business, technology and users.
    Don’t settle for your first ‘good idea’
    understand the problem to be solved more fully, generate lots of ideas and solutions.
    Work together to find the most robust and meaningful solutions.
    

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80. You are a designer.
    Engineering is design.
    You are already doing design, even if you don’t know it.
    

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81. Think about social and
    economic context for the
    products you make.
    

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82. Embrace constraints.
    

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83. Work together.
    

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84. @jonnyschneider
    au.linkedin.com/in/jonnyschneider/
    jschneider@thoughtworks.com
    @knagarjun
    in.linkedin.com/in/knagarjun/
    nag@thoughtworks.com
    

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