JENNIFER ZAMORA Google Inc. While billions of people are established internet users, there are still billions of new users who have just come online in recent years and this growth will continue, especially on mobile in non-Western countries. Information seeking is essential to online behavior across the world, yet many prominent information-seeking platforms are heavily influenced by Western design patterns and use cases that originate from desktop. As we anticipate the future of information-seeking designs for new users, we explore opportunities to improve the experience by establishing a framework to evaluate common barriers to information seeking online across cultures. Qualitative insights were collected from 164 participants to understand information-seeking patterns and barriers for users across three countries: Nigeria, Mexico, and India. Interviews were conducted with participants in their day-to-day environment, including home, work, internet cafes, markets, and university campuses. For every region, the overarching...
Mattresses & Moneyboxes: Cultural Affordances for Microfinance in Jordan
Dhanabir Sharma • 0 Comments
ZACH HYMAN EPAM Continuum Case Study—This case study will present how a multicultural and multidisciplinary team from EPAM Continuum, the global innovation design firm, gathered, analyzed, and presented back different forms of “evidence” to satisfy the complex set of client and customer needs for a Jordanian microfinance bank with 30 branches and 65,000 clients. The team navigated cultural and linguistic barriers as they sought to provide stakeholders and their customers the evidence they needed to confidently design a new “mobile payment service” for their microloan customers. Over the course of the engagement, the firm's team strove not only to research, design, and prototype a new service to hand off to a local development team, but also to (1) use a combination of deliverables and in-field accompaniment to train microfinance bank staff in their process; (2) present evidence demonstrating the deep customer understanding that can result from pairing ethnographic research and human-centered design; and (3) create evidence...
Breaking It Down: Integrating Agile Methods and Ethnographic Praxis
Jennifer Collier Jennings
by CARRIE YURY, BeyondCurious Critical thinkers that we are, researchers are skeptical of buzzwords, one-size-fits all methodologies, and facile business trends. We scowl as ‘ethnography’ is invoked just because someone actually talked with a customer. We say things like, “If you want to be Agile, try yoga.” Even so, we remain deeply committed to the core value of these approaches when they’re done right. At BeyondCurious, we practice Agile Research. Why did we adapt our research practice to Agile? We did it because we had to. BeyondCurious is an innovation agency that specializes in mobile experiences for enterprise clients. Mobile moves incredibly fast. In order to be an effective, viable, and integral part of BeyondCurious’ mobile design and development process, research has to be done in sync with the rest of the team. And the rest of the team, from strategy and design to development, works in two week, agile sprints. It wasn’t easy, but we’ve adapted our research methods—from ethnography to UX research—to...