Mobile Marketplace.

Designing Digital Devices to connect RuRal & uRban china

Francesca Valsecchi, Serena Pollastri, Yongqi Lou and Diego Dalia.

product/service systeM

design a mobile device for the inaccessible target

initial brief

how digital communication devices can help bridge thesocial gap between rural and urban China.

how we interpreted it

research context / design harvests

. Sustainable social and economic local initiatives to bridge rural and urban China.

. Explore the relationship between city and countryside,considering urban and rural as a complementary yin yang relationship to maintain identity but promote exchanges of resources.

structure of the research

mobile consumer trends

china

rural targetlow education

low income low access

Rural/urban imbalanceChina Specificities

Design actionCreate Connections & Resources Exchange

Role of Technology based Services & Mobile Connectivity

ReseaRch actions

research filterfilter:- technology trends - devices market - user habits

target Definition

Rural targetUrban target Opportunities

inPutDesk Research

(Understanding)

tools (local and worldwisde): reports/articletrend watchingdata collection

case studies

inPutField Research (Conversation)

tools (explorative and analytical): poscardsurveyin-depht interview

scenarios and design direction Daily life Facility social networking tool

Work tool business bridging service

Pers

onal

use

Wor

k

Long distance communication

Local communication

3

1

7

4

5

6

2

DesignDirection

Research Findings

* Intense use of smartphones

* DIsconnectIon to fooD (no cook, eat out)* safety concerns (whant "clean" food) * no connectIon wIth agrIculture (no idea about seasonality or practices)

6号How packaging influence your choice?你通常选择哪种包装？

11号Do you know when to cultivate them?你知道他们在什么时间播种吗?

summer夏天

spring春天

autumn秋天

winter 冬天

秋天

夏天

冬天

春天

秋天

夏天

冬天

春天

秋天

夏天

冬天

春天

秋天

夏天

冬天

春天

秋天

夏天

冬天

春天

秋天

夏天

冬天

春天

秋天

夏天

冬天

春天

秋天

夏天

冬天

春天

秋天

夏天

冬天

春天

秋天

夏天

冬天

春天

秋天

夏天

冬天

春天

秋天

夏天

冬天

春天

16号With sensors you can check your plants from remote通过花盆内的感应装置你能够随时随地察看植物状态

water

light

healthness

addwater

changeplant

turnlights

plant 1

这是一个能照看自家花园的设备。当植物缺水时能帮助浇水；当光照不足时能打开补给光源；当温度过于寒冷时会给你提醒。

3号Which activities in the countryside?选择你的乡村活动

-_- ^ ^)喜欢程度?

picking 采摘gardening 耕种

fishing 垂钓cooking 烹饪pic-nic 野餐

yuga/tai chi 瑜伽、太极 running 跑步

riding bike 自行车leisure activity 休闲

hiking 徒步旅行bird watching 赏鸟

13号Which are your favourite social or information networks?你最喜欢哪个社交网络？

9号Food distribution食品配送

你通常在哪里购买有机食品？

超市 super market

有机食品店 organic shop

市场 market

家庭配送 home delivery

农户 farm

10号What do you need to create your garden?为了建造自己的花园，您需要哪些？

urban target ethnography

Set of Cards to investigateusers’ relationship with

technology, food, rural life.

#2. ZHANG FENG

#5. LIN GANG

#1. LU FU GUI

#3. LIU FANG

#4. WANG FANG

LOW MEDIUM HIGH

LEVEL OF INTERACTION

WIF

EFR

IEND

SCO

WOR

KER

ACO

WOR

KER

BVI

LLAG

ERS

PERSONA 1

14

16

15

1718

19

10

20

9

1211

13

86

5

421

3

7

22

231

224

Fields

Cooperative

Headquarter

Commercial

Center

Home

HOME

COOPERATIVE

COMM. CENTER FIELD

FIELD

wife

coworkers

villagers

coworkers

coworkers

villagers

friends

LOW MEDIUM HIGH

LEVEL OF INTERACTION

WIF

EFR

IEND

SCO

WOR

KER

ACO

WOR

KER

BVI

LLAG

ERS

PERSONA 1

14

16

15

1718

19

10

20

9

1211

13

86

5

421

3

7

22

231

224

Fields

Cooperative

Headquarter

Commercial

Center

Home

rural target ethnography

Research Findings

* own mobIle, use basIc functIons (no text or internet)* unconfortable to carry the mobIle arounD (some leave at home, some carry bag for mobile)* actIve socIal lIfe * short/long DIstance tIes (especially migrant communities)

in depht interviews with farmers and marginal communities in Shanghai and

Chongming area. Technological literacy, daily habits,

openness to technology

inaccessible target definition checklist Education

Health/phisical conditions

Ergonomic Constrains

Age

Budget

Technological literacy

Curiosity on technology

Device owned

Social network - density

Social network - size

Integration in local community

Daily routine

Personal Field

social behaviour

target Positioning

technology attitude

high educ.

good

low

young

high

high

high

many

high

broad

high

active

Illiterate

bad

high

old

low

low

low

none

low

local

low

inactive

SOCIAL BEHAVIOUR

TECHNOLOGY ATTITUDE

PERS

ONAL

FIEL

D

Curiosity on technology

Budget

Dev

ice

owne

d

Soc

ial n

etw

ork

- Den

sity

Education

Social network - S

ize

Health/Physical conditions

Integration in local

Community

Ergonomic constrains

Daily routine

Technology literacy

Age

INACCESIBLETARGET

exploration and findings

observation: Use of garden as farm land. Home production of seasonal local vegetables, herbs, medicine, fruits for self consumption, gifts, market

opportunity Local knowledge and produce can be used as a connection.

beans

spinach leek

beans

greens

greens

pepper

qingmaocai

garlic

rapeseed

fruit

2. Residential house with patio

systeM design

space for the exchange

of products and values

information space service

I

pc-pc parsing website / app

c onfirm

rfid rfid

sim

parse /dec ode /write

xml

hezuoshi

what people dowhat machines dointerfaces

systeM flow

I

pc-pc parsing website / app

c onfirm

rfid rfid

sim

parse /dec ode /write

xml

hezuoshi

what people dowhat machines dointerfaces

systeM flow

device

open source technology and possible to be self-constructed

*

university workshops

S Y S T E M

MAP

Dealers

Pub

lish

Prov

ide

s

In teracts

SCREEN

Sta� User

G R O U P O N

团宝网

Enables

Pro

duc

es

Administra

tes

Produces Produces

PHONE MAP

Purch

ases

future developMents

The research project with Nokia is officially finished, but:

. Summer workshops with the College of IT (Tongji University) to prototype the device.

. Testing in the real context

TianTian is an open source system. The physical device and the electronics can be self made, starting from a low cost kit provided to the community.

thank you

Francesca ValsecchiSerena PollastriYongqi LouDiego Dalia

designharvests@gmail.com