innovative solutions [electronic resource] what designers need to know for today's emerging markets

INNOVATIVE
SOLUTIONS
What Designers Need to Know
for Today’s Emerging Markets
INNOVATIVE
SOLUTIONS
What Designers Need to Know
for Today’s Emerging Markets
EDITED BY
APALA LAHIRI CHAVAN
GIRISH V. PRABHU
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Innovative solutions : what designers need to know for today’s emerging markets /
editors, Apala Lahiri Chavan and Girish V. Prabhu.
p. cm.
“A CRC title.”
Includes bibliographical references and index.
ISBN 978-1-4398-1049-1 (alk. paper)
1. New products. 2. User-centered system design. 3. Cross-cultural studies. I.
Chavan, Apala Lahiri. II. Prabhu, Girish V.
TS171.4.I574 2010
658.5’75 dc22 2010008033
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v
Contents
Preface vii

Editors xiii
Authors xv
1 An Introduction to Emerging Markets 1
Warren Greving
2 Key Themes of Working in Emerging Markets 15
Apala Lahiri Chavan
3 Aspects of Innovation: Research and Technology 49
Beena Prabhu and Sarit Arora
4 Usage Ecosystems: Dynamics of Emerging Markets 61
Girish V. Prabhu
5 Understanding Users in Emerging Markets: What’s Different? 79
Apala Lahiri Chavan
6 Case Studies 91
7 Interviews 197
Index 229

vii
Preface
Building up years of experience as user experience specialists has prepared
us only for the tip of the iceberg when we enter the challenges of innova-
tion and design in emerging markets. There is so much to learn, so much to
experiment with, so much to rethink whether what we know already could
be useful in designing for the emerging markets. Although many of us have
done projects for different cultures, they were mostly relevant to the world
we already lived in, the so-called “developed world”. However, with the
emerging markets, there is still a lot to uncover in regard to methods we
use to gather user input, the processes that lead us to creating innovative
products and services and tools we use for usability evaluation. We see this
as a journey, rather than a collection of experiences, that could lead us to
great designs. It is a journey that will be enriched with the new perspectives,

ideas, innovations, and tools that will help us to dig into deeper ends of the
iceberg. This book is our attempt to show our road to the “riches” of new ways
of uncovering opportunities in innovation and design for emerging markets.
Just like the companies who have established market shares in the devel-
oped countries face a new challenge, we as designers share the excitement
and the pain while entering the emerging markets. We already know that
the usual ways of designing and introducing a product or a service may not
work anymore in the newly opened markets. Not only do the cultural differ-
ences play a major role in what, how, and why customers behave the way they
do, but the existing technologies, distribution channels, wants and needs
of people become new elements to consider. In this book, Human Factors
International (HFI) in India describes the landscape of what designers are
facing today in emerging markets, and discusses the unique methodolo-
gies they developed to aid designers to overcome the difculties faced when
innovating and designing in emerging markets.
This book incorporates research and practice to provide a comprehensive
look at the elements of what is needed to be knowledgeable and creative
when innovating and designing for emerging markets. Human Factors
International in India and a selected group of professionals who have done
pioneering work in the emerging markets make this a unique book due to
its contributors: local designers and researchers providing insights directly
from the depths of India, China and other parts of the world. We provide
an in-depth look at user research methods in emerging markets and under-
served communities. We show how ecosystems mapping could be a great
tool to dene the elements impacting innovation and design decisions. We
discuss methodologies to develop solution spaces based on the output from
user research studies. We provide case studies from around the world to bring
perspective on how the landscape of innovation and design differs from the
viii Preface
design in the “developed world”. These case studies and design examples

provide us insights on how to avoid pitfalls in innovating and designing
outside of our comfort zone that we were living in the past decades. We bring
the voice of the researchers and designers providing insights directly from
the depths of innovation and design for emerging markets.
In the introductory chapter we talk about the similarities and dissimilari-
ties in the emerging markets, whether it is BRIC, MBRIC or the BISA group
of emerging countries. Through his experience in setting up research labs in
three of the four BRIC countries (India, China and Russia), Warren Greving
highlights the key economic and research trends in emerging markets.
Drawing upon the historical backgrounds of these nations and cultures, he
highlights the ways to be “surprised” and asks the designers to keep their
eyes open to identify the contexts of emerging markets as not one unied
entity. With examples from India, he goes further to emphasize how each of
these emerging markets are not homogeneous in any way.
In the second chapter, Key Themes of Working in Emerging Markets,
Apala Lahiri Chavan analyses the four key themes of working in emerg-
ing markets. These themes are culture, people, technology and transition.
Innovators and designers need to have enough data points, even before
embarking on any emerging market work, to understand how similar or
different the specic emerging market is from the country they belong to
and are familiar with. In addition, the fact that the emerging markets are
not necessarily similar cultural entities. The people who comprise emerg-
ing markets are also different because of their unique demographic, social
and cultural context. Technology is one of the main “game changers” for the
emerging markets. The extremely positive attitude about technology has
often resulted in the emerging markets being able to leapfrog in the area
of technology adoption and usage. This can often be an unexpected sur-
prise and hence less than optimally leveraged by designers coming from
the developed/mature economies. And nally, the fast pace of change in the
emerging markets and the resultant transitionary nature of society poses

unique challenges and opportunities.
The third chapter, Aspects of Innovation: Research and Technology,
emphasizes the role for user research in understanding needs and wants.
Atsome level, the consumers in these markets are rooted in their socio cul-
tural practices, but at the same time a clear shift in practices and beliefs is
also seen. Consumers are aspiring for better products, and they want these
today! However, the models and the trends for technology adoption in the
emerging markets are not the same as in the developed markets. This dif-
ference can be attributed to sociocultural differences, ecosystem differences
and the changes in macroeconomics that have inuenced the emerging
markets signicantly. With carefully selected examples from Brazil, China
and India, Beena Prabhu and Sarit Arora have created a case for why a deeper
understanding of user needs in emerging markets could lead to appropriate
products and services. Gaining a deep understanding of users will enable
Preface ix
designers and innovators to come up with products and ideas that will be
successful and will have a positive impact on the lives of the users. It is
crucial that user research be designed in such a way that it not only uncovers
insights about the users but also about the ecosystem that the user lives in
and is inuenced by. Every market is different, and the emerging markets
are more so because of the changes that have transpired in the past 10 years
and have inuenced their consumers. Looking at these markets through the
right lenses, and using the appropriate methods to understand the fabric of
each market will help multinationals in their quest to penetrate them and be
successful in delivering “killer” products and services.
Usage Ecosystems: Dynamics of Emerging Markets, the fourth chapter ,
covers the importance of understanding the ecosystem and its needs.
Building on existing research on business ecosystems, Girish Prabhu makes
a case for needs analysis of the entire ecosystem. We call the resulting
analysis and understanding the usage ecosystem as this provides designers

a deeper understanding about the interdependence of various stakeholders
from a usage perspective. With two live examples, one in the K-12 education
system and another in high frequency (mom-and-pop) retail, we bring to the
forefront the key advantages of this approach towards developing appropri-
ate solutions. We strongly feel that understanding of interdependence of
stakeholders in an emerging markets ecosystem becomes more crucial, as
they tend to be less homogenous in nature compared to developed markets.
The relationship between these entities is also very much more exible and
uid. Culturally, many of the emerging market countries value relationships
over rules. Hence entities often behave in different ways and assume differ-
ent characteristics in an ecosystem where they need to “be” as the relation-
ship dictates in a specic situation. Secondly, the state of infrastructure and
technology in the emerging markets is leapfrogging so rapidly that the very
prole of the entities undergoes rapid transformation. This in turn drives
the need for utmost exibility in relationships between entities in the eco-
system. Designers need to be aware of the specics of emerging market
ecosystems in order to spot opportunities for design that would not exist
in developed market ecosystems. In the K-12 education ecosystem, interde-
pendence of students, parents and teachers from a holistic education per-
spective led to identication of needs that are supportive of each other as
well as conicting. These insights allowed the innovators to identify a solu-
tion that provides an optimal level of success to the key end user without
risking the other stakeholder’s values. In the high frequency retail solution,
understanding of ecosystem stakeholders’ needs allowed the innovators to
identify a solution that could possibly create a return on investment (RoI)
for the HFR storeowners. In a nutshell, by picking out the stakeholders that
have the greatest interdependencies and the most profound effects on the
key stakeholders, the innovation team can develop out-of-the box solutions.
In the next chapter, Understanding Users in Emerging Markets—What’s
Different?, Apala covers methods that the designers could use to make

x Preface
users in these countries express their unarticulated needs, often in front
of strange foreigners! Many methods developed in the West for data
gathering from the user (in-depth interviews, focus groups, think-aloud
protocols, etc.) do not always work well in non-Western cultures. Stark
differences in communication styles between these cultures mandate that
these methods need to be adapted. It is extremely important to under-
stand the root cause of hesitancy in communication. And these roots and
enablers can be different as we move between countries or even across
a river within a country (as is often the case in many emerging market
countries). With a deep understanding of and sensitivity to the triggers
that enable communication within a culture, HFI has developed multiple
methods ranging from the Bollywood method for usability testing to the
Funky Facilitator method for data gathering to Jungian archetype folk
probes for interview enhancements to the Bizarre-Bazaar method for
comparison of alternative concepts. It is imperative to develop methods
that help us address not just the different communication pain points in
different cultures but also the issue of there being different content in the
unconscious, in different cultures. One method to retrieve content from
the unconscious may not, therefore, work universally well in all cultures.
If we want to succeed in expanding our reach to new markets, then we
can no longer ignore the billion users in emerging markets who are today
in search of methods that will help them articulate their needs and make
their voices heard. This chapter explains each of these methods that HFI
has developed.
This book then turns a corner and provides real life examples through multi-
ple case studies and interviews. The case studies in this section are not only
drawn from our own work with various clients, but also from user experience
and innovation researchers across the globe. We have case studies from our
own work with HP Labs, Nokia and Haier, and from Philips, Intel, A Piece of

Pie, University of Malaysia and Bangladesh’s Development Research Network.
Many experienced innovators from these organizations such as Joan Vinyets
Rejón, Alvaro Diaz, Dr. Alvin Yeo, Shekhar Borgaonkar, Ashwini Asokan,
Susan Huotari, Forhad Uddin, Mosharrof Hossain, Simona Rocchi, Unmesh
Kulkarni, Sarit Arora, Rahul Ajmera, Mathivanan Rajendran, Mrinal Kanti Rai
and Beena Prabhu have contributed to the case studies.
The interview section covers conversations with key dignitaries in inno-
vation and development areas such as Roopa Purushothaman, one of
the authors of the now legendary Goldman Sachs report Dreaming With
BRICs: The Path to 2050, and Tapan Parikh, who talks about his work in
the developmental sector. Ram Sehgal in India describes the changes in
the eld of advertising in India, and Steve Portigal speaks about the role
of designers in emerging markets in comparison to developed markets.
Dmitry Volkov from Russia and Darelle van Gruenen from South Africa
provide a fascinating perspective of the users and ecosystem in each of
these emerging nations.
Preface xi
We hope that after having read the chapters in the preceding sections,
your journey through these case studies and interviews will provide you
deeper insights on how a user-centred innovation and design approach has
been applied in practical settings.
As with any journey we designers take, we know how to be exible and
creative. This exibility and creativity is at the heart of this book. We hope
that we have been able to provide an appreciation and understanding of the
complexity of innovation and design for emerging markets and also how
that complexity can be transformed into a manageable, understandable and
actionable world of opportunities.
And, nally, we wish to thank all those who have contributed to making
this book possible. Primary among them is Dr. Nuray Aykin, whose brain-
child this book is and without whose initiative, this book would not have

seen the light of day. We thank all our authors and interviewees for their
insightful contributions. We appreciate the contribution of Praneet Reddy for
the very useful and timely secondary research data and valuable insights on
China from Dr. Jianming Dong, Xueming Lang and Dr. Suzanne Thomas.

xiii
Editors
Apala Lahiri Chavan is a world-renowned expert
on cross-cultural design and contextual innova-
tion—the discipline of creating breakthrough
product concepts and adapting existing products,
services and technologies to new markets. HP
Labs, Adidas, Nokia, Sony Ericsson, NCR, and
Intel are just a few of the companies that have ben-
eted from Apala’s innovative, pioneering tech-
niques in this exciting and growing eld. Apala
and her CI team have helped designers, marketers,
product managers and ethnographers apply her
innovative techniques to develop exciting new
concepts and products. She systematically guides the ideation process to
uncover subtle patterns in ethnographic and market data to reveal exciting
breakthrough ideas that can drive a business and generate more revenue and
prot. Apala has developed a vast array of data-gathering techniques that
help understand the user experience in a variety of cultural and economic
environments. She is a creative and dynamic speaker who has received
acclaim in the United States, Canada, Europe, India and China for her
keynote talks on contextual innovation, internationalization, and designing
for emerging markets. Apala has published widely; her latest article in
Interactions magazine, ‘The Washing Machine that Ate My Sari’, has proved
to be immensely popular.

Apala has been with HFI since 1999 and is currently vice president of
Asia, managing ofces in India, China and Singapore. An award-winning
designer (International Audi Design Award), Apala has led teams spanning
design, development, testing and deployment of products. Apala holds an
M.Sc. (with distinction) in interface design from London Guildhall University
(now University of North London).
Apala has been associated with ACM as ACM SIGCHI’s vice chair for
local chapters in the past and is currently a member of the editorial advisory
board for Interactions magazine. ()
xiv Editors
Girish V. Prabhu is Director, UBD Innovation
and Strategic Development at Srishti Labs.
Prior to this assignment, he was the Asia Chief
for UX Staff and Delivery at HFI. Girish has
20years of experience in contextual innova-
tion, new product and business development,
and product inter nationalization. Throughout
his career he has held various management
positions in new business development,
research and product commercialization at
Eastman Kodak, HP labs, and Intel. He was
instrumental in implementing user-centred
design processes in multiple product areas.
He has the unique experience of taking three
new ideas from early conceptualization to a
full-edged new business. He has published
referred papers in international journals and holds 14 U.S. patents. He is a
member of PDMA, ACM-SIGCHI, and HFES. He holds a Ph.D. and M.S. in
industrial engineering (human factors) from the University of Buffalo, New
York, and a B.E. in mechanical engineering from the National Institute of

Engineering, Mysore. Hisresearch interests include contextual innovation,
business models for sustainable development and design language research
for emerging markets . ()
xv
Authors
Rahul Ajmera is principal design researcher
at Human Factors International. An indus-
trial designer by education, he graduated
from the National Institute of Design, India,
in 2003. A Certied Usability Analyst, he has
been working at Human Factors International
ever since. As a part of his responsibility
there, he has handled several research proj-
ects with HP Labs India. Gesture keyboard is
one of those projects where he was actively
involved in all aspects of user and design
research. ()
Sarit Arora is Executive Director, Human
Factors International. He has more than
10 years of experience in the area of user
experience design and innovation. He has a
bachelor’s degree in engineering from Delhi
University and a master’s in industrial
design from the National Institute of Design,
Ahmadabad. At HFI his responsibilities
include design and evaluation of products
and software applications, client interaction,
understanding user’s requirements, leading
design teams and teaching user experience
design and innovation courses to profes-

sionals. He employs contextual innovation
methodologies to identify new opportunities and discover users through
ethnographic studies to develop breakthrough and engaging products
and services. HFI clients, for whom he has helped create innovative prod-
ucts and services, include MIT media labs, Intel, HP, Baxter and Haier.
()
xvi Authors
Ashwini Asokan is a design researcher at
Intel’s User Experience Group. At the cross-
roads of research and design, her work spans
from ethnographic and design research to
dening consumer experiences and product
features for Intel’s digital home platforms.
Her primary interests lie in understanding
the role of design in different cultural set-
tings and the various methodologies that are
required to translate specic cultural needs
into tangible manifestations of a product that
reect the experience/interactions users wish
to have with them. At the opposite end, she is
exploring possibilities for developing universal principles of design that can
be inspired and developed from looking at themes within specic cultures.
()
Shekhar Borgaonkar has a Ba.E. degree in
electronics, M.Tech. (IIT KGP) in communica-
tions and Ph.D. (IISc) focused on optimisation
techniques. He worked in a number of indus-
tries before starting his own company in 1998.
His stint as a Human Interface designer started
here where he invented an email device that

won the best product award at the Bangalore
computer show in 2001.
At HP Labs India, Borgaonkar currently
leads a team that focuses on affordable access
devices. Apart from Gesture Keyboard, he with
his team has worked on affordances of a laptop with an auxiliary display, a
device for language agnostic e-mail and a calculator++ for shopkeepers, etc.,
among other projects. He is currently working on extending the functionality
of a mobile phone from a collaboration perspective. ()
Alvaro Diaz has over 12 years of experience as
an industrial designer. He specializes in
human factors analysis and research analysis
for new products, performs design research
including problem analysis, user environment
analysis and usability testing. He works as a
consultant for a wide variety of clients in Latin,
North America and some European countries
in industries such as pharmaceuticals, health
care and consumer products.
Authors xvii
Emerging countries is the focal point of Alvaro’s work and research.
Between 2006 and 2009, he presented some conferences in Argentina,
Canada, China, Colombia, Germany, Mexico and the United States. Since
2002, he has been working as a lecturer at the University of Montreal and as
an invited professor at ElBosque University.
Alvaro attended Universities in Montreal, Milan and Bogota. He holds
a bachelor’s degree in industrial design and a master of science degree
in computer aid design and ergonomics from the University of Montreal.
()
Warren Greving is an international R&D con-

sultant. Currently, as director of Srishti
International Labs, he is developing a new
innovation centre as a part of Srishti School of
Art, Design and Technology, Bangalore, India.
This new centre focuses on assisting compa-
nies during the early phase of innovation
using design thinking to effectively navigate
the breadth of new users, value propositions
and business models in high growth markets
like India. He also consults on the challenges
of international R&D organizations working
in the global mixture of developed and developing markets with a focus on
the U.S., India, China and Russia. From 2001 to 2008, he led the establishment
and development of three new research organizations for Hewlett-Packard
in Bangalore, Beijing and St. Petersburg. His breadth of R&D organizational
knowledge was developed over 23 years of product research and develop-
ment for Hewlett-Packard. His primary research interest is the interaction
between human culture, technology and new product development. His
career was launched from the combination of degrees in cross-cultural com-
munication, computer science, mathematics and education. He presently
works from Chennai, India, but has enjoyed living in Beijing, Bangalore,
California, Hong Kong, Colorado and Taiwan. ()
Mosharrof Hossain is a Senior Programme
Ofcer, D.Net (Development Research
Network), Bangladesh. He is coordinating the
Pallitathya Bikash programme under which
the Info Lady project is being implemented.
Mr. Hossain obtained his M.S.S. degree in
sociology in 2000. He also obtained his DYDW
(Diploma in Youth in Development Works)

under the Commonwealth Youth Programme
xviii Authors
(CYP) from the University of Hudderseld, the United Kingdom and BOU.
Hossain has a background in ICT-oriented project planning and implemen-
tation, and worked on a project under the Ministry of Women and Children
Affairs as an assistant programmer (2004–2007). He has worked on a com-
puter installation for the Ministry of Food and Disaster Management (1997–
2004). He has also served at Channel F2 Events as a consultant (IT and
creative; 2007). ()
Susan Huotari is a senior project manager in
Nokia’s music organization in Espoo,
Finland. She has been working in the user
experience eld since 1995. She has experi-
ence in all phases of user experience and
product implementation for small technol-
ogy start-ups to large companies like Nokia.
()
She has actively participated in mobile device
and service user interaction, has been awarded
for innovation, and is the recipient of a multi-
media patent. She has completed many design
research projects in numerous countries,
usually for new product development. Her
current role involves developing social music concepts and project-managing
them to implementation with constant consumer validation.
Unmesh Kulkarni is a design entrepreneur
with 19 years of experience in designing for
corporate, the social sector and government
agencies. In the past, Unmesh has worked with
Philips Design as a senior manager and Design

Matters Consulting as founder director. He
has led new business initiatives for the emerg-
ing markets with a number of successful local
and global projects. He specialises in advance
product planning, people focussed product
and design strategy, innovation process and
design service development for multiple sectors such as healthcare, consumer
products, lighting, industrial equipment, telecom equipment and FMCG
packaging. Unmesh is committed to sustainability and the process of
co-creation to deliver products and services that are relevant, simple and
ethical . Unmesh has worked on social innovation projects for employment
generation, craft revival, access and healthcare, the most notable one being
the “Philanthropy by Design” program of Philips Design. He was a part of
Authors xix
PhilipsDesign’s global creative platform for sustainable design. Unmesh is a
visiting faculty at premier design schools in India and has guided design and
anthropology students from European and Indian design schools. He holds a
master’s degree in industrial design from the IDC, Indian Institute of
Technology, Mumbai, and an engineering degree from the Government
College of Engineering, Aurangabad. He is setting up a creative community
platform for social innovation and sustainability—‘Co-Create’.
Currently, Unmesh is working as design leader for Asia for the Philips
Consumer Luminaire business in Shenzhen, China, focussing on home
lighting solutions, energy efciency and renewable energy.
His work has received recognition globally and he has participated in
global forums for design:
• Conferences and papers: “In a Planet of Our Own”—International
Conference on Sustainable Design, IDC, IIT Mumbai; IDSA Annual
Conference (2007 and 2008); International Conference on Sustainable
Village Based Development, Colorado State University (1994).

• Design awards: IDEA Award (2008); Red Dot Singapore Award
(2008); INDEX: Award (2009); UNESCO–Water Digest Award (2008
and 2009); Central Silk Board of India Innovation Award (1996);
Chicago Trade Fair Innovation Award (1992)
• Interview with Business Week, September 2008
•
Tapan Parikh is an assistant professor at the
School of Information, University of
California–Berkeley. Tapan’s research inter-
ests include human–computer interaction
(HCI), user interfaces for semi-literate users,
mobile computing and information systems
for micronance, smallholder agriculture and
global health. For the past seven years, Tapan
has been designing, developing and deploy-
ing information systems in the rural develop-
ing world—initially in India, and now also in
Latin America and Africa. He holds a Sc.B. degree in molecular modelling
with honours from Brown University, and M.S. and Ph.D. degrees in com-
puter science from the University of Washington. Tapan was also named
Technology Review magazine’s Humanitarian of the Year in 2007 for his work
in bringing accessible mobile services to micronance groups in rural India.
()
xx Authors
Steve Portigal is the principal of Portigal
Consulting (www.portigal.com), a bite-sized
rm in the San Francisco Bay area that helps
organizations to discover and act on new
insights about their customers and themselves.
Trained as a specialist in human–computer

interaction (with an M.Sc. from the University
of Guelph in Canada), Steve founded Portigal
Consulting in 2001. He writes regularly for
Core77 and the Portigal Consulting blog,
‘All This ChittahChattah’. Steve is an avid
photo grapher who has created a Museum of Foreign Grocery Products in his
home. ()
Beena Prabhu is a group lead in HFI’s Bangalore
ofce and works within HFI’s research labs.
She has been working in the consulting eld for
the past 15 years. She has experience in design
research, conceptualization, project manage-
ment and project execution. Her area of focus is
innovation, consumer proling and cross cul-
tural research. Her experience spans multiple
domains ranging from healthcare, education,
retail, and telecommunications to consumer
electronics. Her interests are user research and
innovation in the emerging markets. She has
published papers in refereed journals and
international conferences.
She has been extensively involved in design research projects that have
spanned over multiple domains ranging from healthcare, education, retail,
and telecommunications to information technology. The projects have
ranged from cross-cultural studies, ideation and conceptualization for new
product development, to landscape research and consumer proling. Her
responsibilities at HFI include management of design research projects and
client management. ()
Authors xxi
Roopa Purushothaman heads Future Capital

Research, the research effort of Future Capital
Holdings. In her role, she covers macro and
thematic issues on demographics, income and
consumption patterns. The group’s last
research paper (‘The Next Urban Frontier:
Twenty Cities to Watch’), in partnership with
the National Council of Applied Economic
Research, analyzed spending, savings and
demographic patterns in 20 of India’s most
dynamic urban centres . She is a member of the Prime Minister’s Advisory
Committee for JNNURM (Jawaharlal Nehru National Urban Renewal
Mission). She is also an Aspen Institute fellow, as part of their India
Leadership Initiative. Previously, Roopa was a vice president and global
economist at Goldman Sachs. While at GS, Roopa co-authored the report
‘Dreaming with BRICs: The Path to 2050’, along with other published papers
on topics such as long-term growth in India, global trade, migration,
women’s employment and global aging and consumption patterns. Roopa
holds a B.A.in ethics, politics and economics and international studies from
Yale University and an M.Sc. in development studies from the London
School of Economics. ()
Mrinal Kanti Rai is a Senior User Researcher,
Human Factors International. He has been
working in the area of contextual innovation
and persuasion engineering for more than
3years.
Encouraged by his passion for sociology,
new age media and persuasive design, he con-
stantly reinvents himself to meet new chal-
lenges at his work place. He has been involved
in more that 100 PET-based interviews; pro-

viding strategic recommendations to design
persuasive Web sites for various clients across
the globe. ()
xxii Authors
Mathivanan Rajendran is a Senior Human
Factors Specialist, HFI. He has been consult-
ing with HFI in the area of persuasion engi-
neering since 2007. His primary responsibility
at HFI involves providing online solutions for
clients across multiple domains ranging from
telecommunications and retail to nancial
services by assisting them in designing for
persuasion, emotion and trust (PET).
Mathivanan is a Certied Usability Analyst
and holds a master’s degree in human factors
and ergonomics from Virginia Tech. He is an
active theatre performer and has acted in 14 full length productions. Hemade
his debut as a director in 2009. ()
Joan Vinyets Rejón, Ph.D., is partner and
cofounder of A Piece of Pie, a management con-
sultancy rm focused on innovation, where he
develops innovation projects for inter national
companies. He holds a Ph.D. in social commu-
nication from the University Pompeu Fabra of
Barcelona, a degree in anthropology from the
University of Barcelona, a B.A. (Hons) degree in
design from the University of Southampton
and a master’s in design from the Domus
Academy of Milano. ()
Simona Rocchi is Senior Director of Design-

for-Sustainability, Philips Design. In this posi-
tion, she manages the global creative direction
of various sustainability-based activities, and
she oversees the development of design ser-
vices targeting emerging and developing
markets. Her work in emerging and develop-
ing markets started in 2002 when she was also
appointed chair of the Philips-wide Task Force
on New Sustainable Business Initiative, estab-
lished to stimulate innovation projects in BOP
(base of the economic pyramid) markets.
During that period, she contributed to the start-up of various Philips
healthcare and lifestyles BOP projects in India. Her contribution was
spacing from the denition of frameworks to conduct contextual research,
to the development of value cocreation approaches by partnering with
local stakeholders. Results of her most recent BOP activities have been
Authors xxiii
externally recognized via publications, conference speeches and design
awards, such as:
• Chapter for the Sustainability Challenges and Solutions at the Base of the
Pyramid book, 2008
• Presentation at the Sustainable Innovations at the Base of the Pyramid
Conference, Helsinki, 2008
• Interview with Business Week, September 2008
• IDEA Award (IDSA 2008); Red Dot Award 2008, Singapore; INDEX
Award 2009 (Chulha stove for safe and healthy indoor cooking in
rural India)
• ()
Born into a princely family of Hyderabad,
Ramraj Sehgal’s parents settled down at Sri

Aurobindo Ashram at Pondicherry when
Ram was 6years old. He completed his educa-
tion at SriAurobindo International Centre of
Education and did his baccalaureat degree
from LyceeFrancais.
He built his career in advertising over
40years. He worked with J. Walter Thompson
for 29 years. He was president of Contract
advertising, a fully-owned subsidiary of JWT for 16 years. He was moved
to Young and Rubicam as president by the holding company WPP. He was
on the management board of the Asian operation for 5 years. His experience
spanned many product categories: FMCG (fast-moving consumer goods),
bikes and cars, banking and insurance, airlines and hotels. He has written
two books on advertising and has contributed over 150 articles on a variety
of subjects to Indian newspapers and magazines.
Currently he lives in Pondicherry. He is a part-time marketing consultant
with Human Factors and also teaches advertising at a government ladies’
college. ()
Forhad Uddin is the Deputy Programme
Director, D.Net (Development Research
Network). Mr. Uddin completed his B.Sc. in
sheries in 2002 and M.S. in sheries and
marine resource technology in 2005 from
Khulna University, Bangladesh. He started his
professional career at D.Net in 2004. Currently,
he is leading projects titled Empowering People
through Improved Access to Livelihood
Information and Digital Livelihood Content
xxiv Authors
Development. He worked with a number of action research projects on ICT

for development. During the professional work, he has developed his capac-
ity on programme management, project management, research manage-
ment, site selection methodology for telecentre operation, livelihood content
development methodology, designing training session, evaluation of devel-
opment projects and statistical analysis. Mr.Uddin has diversied interests
that include rural development and planning, access to information and
knowledge for development, conservation and management of natural
resources and environmental impact. ()
Darelle van Greunen is a senior lecturer
and researcher in the School of ICT, Nelson
Mandela Metropolitan University in Port
Elizabeth, South Africa (www.nmmu.ac.za).
She is also contracted as a senior researcher
for SAP Research in Pretoria and is respon-
sible for the user experience and user inter-
face design components of all projects
executed from the Pretoria research location.
Darelle holds degrees in computer science,
African languages, higher education and
computer education. She completed her Ph.D.
in computer science in 2009. The title of her
thesis is ‘A Framework for the User Interface
Design of Business Process Management
Tools’. Darelle serves on the board of direc-
tors of several professional IT bodies and frequently acts as keynote speaker
at national and international conferences. The primary focus of her research
is that of user experience of user interfaces in developing countries.
()
As general director, Dmitry Volkov oversees
the strategic growth and development of

IT-Online Group as well as executive manage-
ment of its international projects. The leading
provider to the internet and virtual media com-
munities includes four divisions: UsabilityLAB,
CareerLAB, Careerist and PayOnlineSystems.
These business divisions provide a broad-range
of key service offerings to content owners and
individual users on a worldwide basis. Seeing
explosive growth within IT-Online’s business
group, Usability Lab has recently gained sig-
nicant momentum and recognition as a premiere source for usability design
and testing for a wide range of projects, both online as well as in the general
global consumer and business market. ()