Lenses or Frames are a crucial element in any design. Through the last few years of TGP we’ve been exploring methodologies & principles of design, thoughts on various domains of design & your journeys through novel concepts & explorations. This year we thought we should pick up one lens through which you can view your design - Designing through the lens of India.
Being a part of a global community means taking in a lot of concepts from the east and west giving rise to a state of constant flux - but what have these trends meant for our cities, people and places? Through this years design track we want to invite speakers to talk about their work through principles, ideologies or (even better) work samples of how they’ve understood an element of our country and designed for it.
We’re throwing out a few ideas to elaborate the type of topics we’d like to encourage this year - Designing for preserving our past / cultural heritage, designing for the evolving needs of rural India, designing urban farming techniques to grow crops more economically, Designing modern housing units (and also in the process defining what it means to be a Modern Indian!), designing a type-face resonating the spirit of urban youth, designing a system of ethics for using mobile apps, designing for local eco-systems, designing a rural education system that allows you to earn while you learn. We’re keen on understanding the challenges you pick up in your work / your practice and through it understand the elements of an Indian context you work with.
Know Your Users In Emerging Markets
To understand the nuances of designing for rural India.
India has been declared as the fastest growing economy by the World Bank. The untapped markets in rural India cannot be ignored. While all eyes are on the market and everyone is trying to innovate for rural India, how many really understand it, how many new products or services are aligned to their current lifestyle, infrastructure,needs and motivations?’Do you know’ them enough?
Having spent 10 years in understanding and designing for Indian users, both urban and rural, I’d like to share my experiences and learnings on conducting effective and successful user research in rural India.
I’m hoping this will benefit both design and non-design groups on the journey of understanding their users better.
Currently works at DLabs as a Principal Human Factors Researcher, where most of her days are spent in interaction with end users, understanding them, their motivations, needs and desires. In the past she has worked with Microsoft and Kern Communications.
For the last 10 yrs Shipra has been impacting making products that are meaningful, desirable and easy to use. At Microsoft she worked with various products groups such as MS Office on Android, CRM Dynamics, Lync and conceptualized new products for Indian markets. At Kern Communications she worked very closely with the product teams of global leaders of mobile manufacturers and services to design experiences of early years smartphones hardware and services for their India market.
Shipra is a Bachelor of Fine Arts and Post Graduate in New Media from National Institute of Design, Ahmedabad.