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.