Redesign of the Existing Market System | Product Interface Design

Product Interface Design Guided by: Prof Vijay Bapat

A report made for PID class, 2nd semester during M.Des 1st year 2021

Report by: Nayanika Dey 206130005 Lingraj Ragas 206130015 Deepti Verma 206130016

Industrial Design M.Des , 1st Year IDC, IIT Bombay

Introduction

In this report, we looked at hawkers, their modes of transportation, daily life and investments. It aims to provide a new process that will ease the current For this, we identified the major stakeholders and found their relationship with one another. First we carried out a time-motion study for the users. Based on this we created various scenarios. Each scenario was analyzed to find out the challenges and problem areas.

On the basis of this, we found out the areas of improvement and brainstormed several ideas. Out of the ideas, we settled on a new sabzi mandi system - the Decentralized sabzi mandi that resulted in a more efficient an streamlined system. We tried to incorporate new stakeholders, generate more job opportunities and cancel out the problems of the existing system. The main concerns were to create a system that could be adapted to a COVID scenario as well. There was also focus on increasing the value of the product. We discussed the method and process of transportation for each stage.

We also analyzed the new design and the process at each stage for both user and product. The project helped us to understand how an existing system can be improved to create job opportunities. Our final concept is the - Mandi on Wheels.

Hawkers

Transportation >>> Hawkers

Stakeholders Mapping: Tertiary

Farm dealer

Bank Secondary

wholesaler

Farm

Primary

Hawkers

Consumer

Mobile

Mobile service provider

Tranporter

Transport dealer

Tools (weighing machine, storage box)

Tool supplier

The stakeholder map shows the people directly and indirectly effected by this. The main people involved are hawkers and consumers. The secondary stakeholders are the farmers, wholesalers, mobile app owners, and transporters. These people are effected in the second stage by the hawkers.

In the Tertiary stage we have banks, dealers, mobile service providers. Our aim is to increase the total number of stakeholders, create a more seamless flow and allow for the creation of more jobs.

Relation between Stakeholder And Present scenario: Farm land

wholesale Sabjimandi

Fixed shop in market

Dealers/ Provider

consumer

Consumer individual Hawkers

Residential Cooperate shop

The current relationship is such that the farmlands send items to a sabzi mandi with the help of a dealer.

The dealers also carry out transportation. The hawkers get items from the sabzi mandi by visiting themselves.

They then sell the items to consumers. Consumers may also choose to buy directly from the sabzi mandi or from a shop set-up within a co-operative housing society.

Hawkers and vendor: Stakeholder + relationship

collect from own farm land

Primary stake holder independent

Selling on footpath

sit on a specific place

Hawkers and vendors

selling door to door

selling on market area own small space for selling

Additional stake holder chopping delivery person

There are 3 types of hawkers and vendors - those who sell on footpath (one place), those who sell from door to door (dynamic, location changes) and those to sell in a fixed area with a proper shop. The last ones usually have proper storage spaces and rent shops.

Flow chat of Different Hawkers:

Day before collect vegetable from farm

5 AM leave home

5:30AM

6:30AM

8:30 AM

travel by bus or auto

Reach to their destination

Sells over door by door/ street

11:30 AM return to village

3:00PM prepare and move to the destiny

4:00 - 5:30PM

5:30PM

move door to door and sell vegetableCheap Rate

return home

6 AM

7 AM

8 AM

8:30 AM

8:30 AM

9 - 12 AM

4 PM

4 - 7 PM

7 PM

8 PM

leave home

get items from larger sabzi mandi

take items and travel to shop location

open shop and arrange items

open shop and arrange items

sell items for the day

change location

change location

wasted items sold for cheap or given as animal food

return home

7 AM

8 AM

8:30 AM

8:30 AM

9 - 12 AM

get items from larger sabzi mandi

Store it in shop in local small sabji mandi

open shop and arrange items

Sprinkles water on vegetables to make it look fresh

sell items for the day

12-1 PM Takes lunch break

1 - 6:30 PM Again starts selling

7 PM

7 PM

sells defected veggies at lower price for animals

winds up for the day and closes shop

6:30 PM

9:00 PM

C Grade vegetable cook for Family And D Grade give to Cow

collect good vegetable and prepare for next day

We looked at the flowchart for each different vendor and seller. The three of them have similar working hours, but have completely different paths.

After, this we performed a study on 3 different personas as shown below:

Persona 1

Persona 2

Persona 3

Persona 1 The first persona belonged to a seller who set up shop on a footpath. Her location changes from week to week depending upon availability and police checking.

Name: Mrs. Kutria Kishore Age: 35 yrs Education: Class 4 pass

Married, has 2 kids, one of them is married Monthly income - around 15,000 Travels 7 kms from home to selling point Very little use of phone beyond main functions Wants to reduce selling time to engage in other activities

Problem Areas Identified We studied her daily process and identified the following areas of work.

Travelling time increased, higher risk of COVID and time-consuming

Higher profits as sold on number basis also not just kg

6 AM

7 AM

8 AM

8:30 AM

8:30 AM

9 - 12 AM

4 PM

4 - 7 PM

7 PM

8 PM

leave home

get items from larger sabzi mandi

take items and travel to shop location

open shop and arrange items

open shop and arrange items

sell items for the day

change location

change location

wasted items sold for cheap or given as animal food

return home

Encroaching on footpaths/ roads No fixed place, hence insecurity of livelihood

Problems Faced by Street Vendors during COVID: Lack of people following social distancing guidelines Interacting with buyers and wholesale people Lack of proper amenities unlike sabzi mandi where a fixed area is given

Loss of time which could be devoted to earning more livelihood

Loss of livelihood due to reduced rates, due to lack of storage space

Here are some images showing the general problems faced by hawkers.

Persona 2 Name: Mr. Syam Lal Age: 55 yrs Education: 10th pass Married 3 kids

Stays in a village Kushinagar Won 1 acre of land and harvest brinjal whole year except the rainy season Invests 300 per day Found it difficult during this COVID time to sell my product and could not get proper value on my vegetable 2 kids are married Another is also a hawker After this, we looked closely at his journey throughout the day and the possible areas of improvement. We also looked at the existing surroundings.

Each potential area of improvement was looked into. We came up with multiple ideas and strategies for each and then zero-ed in on the best possible one.

Flow chat of the process User study: Day before collect vegetable from farm

5 AM leave home

5:30AM

6:30AM

8:30 AM

travel by bus or auto

Reach to their destination

Sells over door by door/ street

11:30 AM return to village

3:00PM prepare and move to the destiny

9:00 PM

6:30 PM

collect good vegetable and prepare for next day

C Grade vegetable cook for Family And D Grade give to Cow

4:00 - 5:30PM move door to door and sell vegetableCheap Rate

5:30PM return home

The hawker brings the vegetables from a sabzi mandi or wholesale dealer on the day before. At 5 AM, he leaves home, travels by auto or bus to the destination and sells from door to door.

He returns to his village at 6: 30 PM after selling the low quality vegetables at lower price or giving it away as animal feed. He collects goods for the next day and finally goes home.

Problem Identification : On the basis of Covid-19 At this stage we identified various challenges faced by the hawker and problem area in this scenario. Hawker had to to travel between villages in public transport while carrying huge load of vegetables which is very tiring and increases the chances of catching covid19. Also they have to visit door to door to earn bread. Due to covid19, trust issue was also a problem as user could not freely check the vegetables.

Day before collect vegetable from farm

5 AM leave home

Distance between people ticket collection loading and unloading

5:30AM No social distancing

Public transportation

travel by bus or auto

cost of packaging and transportation

vegetable get damage

Loading and Unloading

6:30AM Reach to their destination

People try to maintain social distancing can't enter to some ones verandas social distancing can't ring bell shout louder

Travelling many street cant sit in some ones house sought louder carry with head or by shoulder bargain

8:30 AM Sells over door by door/ street

Problem in selling vegetables

vegetable test

Other Problems

Test the Quality of vegetable Payment social distancing

11:30 AM return to village

Public transportation

vegetable get damage

cost of packaging and transportation

Loading and Unloading

3:00PM Transporting vegetable Compete with another seller walk enter contaminant zone- risk Taking care of vegitable

prepare and move to the destiny

4:00 - 5:30PM move door to door and sell vegetableCheap Rate

Problem in selling vegetables

9:00 PM

6:30 PM

collect good vegetable and prepare for next day

C Grade vegetable cook for Family And D Grade give to Cow

5:30PM return home

vegetable test

Other Problems

Persona 3 Name: Mr. Pramod Kumar Age: 40 yrs Education: 12th pass Married, has 2 kids

Medium tech-savvy.

Uses mobile for the call, WhatsApp and Paytm.

Lives in the vicinity of sabji mandi.

Owns a small shop in sabji mandi and has to pay rent for it.

This business is the only source of income for his family.

From his flowchart, we identified the following potential issue which can be tackled by a better process.

Unlike the other two scenarios where the problems lay within the process, here the problem lay within the environment.

Flow chat of the process User study:

6 AM

7 AM

8 AM

8:30 AM

8:30 AM

9 - 12 AM

leave home

get items from larger sabzi mandi

Store it in shop in local small sabji mandi

open shop and arrange items

Sprinkles water on vegetables to make it look fresh

sell items for the day

12-1 PM Takes lunch break

1 - 6:30 PM Again starts selling

7 PM

7 PM

8 PM

sells defected veggies at lower price for animals

winds up for the day and closes shop

return home

People in the sabzi mandi mainly face problems from overcrowding and ill management. They do not travel long distances like the other two hawkers, and have a more fixed and permanent area of selling. Their customers include hawkers and direct consumers.

Problem Areas Identified Pre-preparation due to COVID for all safety measures (Sanitizing space and managing queue system)

7 AM

8 AM

8:30 AM

8:30 AM

9 - 12 AM

get items from larger sabzi mandi

Store it in shop in local small sabji mandi

open shop and arrange items

Sprinkles water on vegetables to make it look fresh

sell items for the day

12-1 PM Takes lunch break

1 - 6:30 PM Again starts selling

During COVID people preferred to buy from near society vendor to avoid extra travel

7 PM

7 PM

sells defected veggies at lower price for animals

winds up for the day and closes shop

Shop setup in local small sabji mandi near society

Buys from wholesale sabji mandi

temporary setup in local small sabji mandi near society

Parking problem in sabji mandi

Brain storming Ideas: TRAVELLING HAWKERS

FOOTPATH & TRAVELLING HAWKERS Design outcomes

using app to predict correct density and hawker placement

hawkers register on app its tracks their location at all times suggests best places sell wares in based on population and hawker density Users can see app to see available hawkers Prevents overcrowding in certain locations Participatory model - as reviews from hawkers needed to run the app and increase accuracy.

saving time by travelling from home to home

prevent reduction in prices for unsold food in the evening

Via the app, they will receive notifications of the places where there is a demand for vegetables.

They can then plan their route accordingly.

vegetables left at end hawker invests and stores them in cold store at end of the day next day morning, he takes them out, chops them and packages them in the morning time sells them at a higher rate

Over time, the app can learn the patterns and suggest best routes to each hawker.

App linked to Aarogya Setu on the hawker's end, to assure customers of their status.

Cold stores are either leased from existing shops (eg: icecream shop parlours), or we can introduce a new system of ice rooms located across the city which the users can rent.

Here, the two hours the hawker saves in the morning (due to delivery person) is now spent in chopping vegetables and earning more revenue.

We identified the major problems for each three type. We also suggested how these problems can be solved. Our main proposal for human interaction included the intervention of an app. The app could be used by hawkers to find dealers, proper locations, ice storage boxes and even areas with potential customers.

For fixed shop owners, we suggested that co-operatives include some space within their complex. Other problems are tackled by a proper seating line.

FIXED/ SHOP HAWKERS

FOOTPATH HAWKERS

extremely crowded and parking issues (COVID prevention needed)

insecurity of livelihood due to illegal encroaching

Socities can aim to include a small space near their gate where hawkers can sell vegetables as it is a necessary item for all.

Socities can aim to include a small space near their gate where hawkers can sell vegetables as it is a necessary item for all.

using tempo for long distance travel

using bicycle for short distance travel

users register on the app state the mode of transport select location they are comfortable in they are connected with sabzi mandi sellers who are in the area Added job opportunity: Delivery personnel 500m diameter - 1 delivery personnel Engagement time: 2 to 3 hours in the morning Payment: Commission from hawkers

Decentralize Sabji Mandi Vegetables pass ( Mandi- Individual Hawkers)

Urban pocket

Highway

Urban scenario The concept of decentralized sabji mandi is the scenario where the individual farmers takes their daily vegetables to individual 10 toner truck for their sell and all the vegetables are collected in different place of highway from where the provider segregate with different toner truck for further sell to the hawkers. These are the Urban pockets from where the vegetables are further transferred to Distribution center (dealers on wheel) and then to Decentralized hawking zone.

10 toner trucks

A day before

5 AM

Individual farmers

decentralize sabji Mandi

8 AM

6 AM

Urban pocket

Individual hawkers

process of selling continue

10 toner trucks

10 toner trucks

Decentralization: 10 toner trucks

Distribution Center

Series of trucks Main transfer point Items bagged by seller, picked up by delivery boy in crates and carried to various nodes in trucks and tempos.

Node An area allotted on the basis of 100 hawkers registered where each delivery personnel delivers.

Sabzi Mandi

Urban Edge /Highway

Transfer point- Urban Highway

Node 1

Node 2

Node 3

Decentralized hawking zone:

Decentralized hawking zone: 2 hawkers join Fixed hawker

Footpath hawker

Hawker with cart

3 hawkers join

maintain crowd

Sell vegetables

Delivery person Delivery person

Cold storage

Temporary storage

Customer

Customer

Customer

Customer

Customer

Customer

Stakeholder: Home delivery person On stand-by personnel delivering veggies as per hawker need

Stakeholder: Hawkers Hawkers

Stakeholder: Ice box storage Setting up of ice box units across the city for each node.

Temporary storage

Delivery person

Customer

Customer

Cold storage

Customer

Decentralized hawking zones are second level of transfer point located at various places within the city.

These are handled by various hawkers (fixed shop hawker, footpath hawkers or cart hawker). All the hawkers and delivery persons are connected via App to conveniently deliver fresh vegetables at consumer's door. Hawkers can directly sell vegetables to consumers or if requested by user then vegetables can be delivered at their door step.

Revised Stakeholder map Tertiary

Farm dealer

Bank Secondary

Delivery person

wholesalerHighway

Locker facility

Primary

Farm

Hawkers Consumer

Mobile Tranporter

Transport dealer

Home delivery boy

Mobile service provider

Tools (weighing machine, storage box)

Tool supplier

In the new stakeholder map, we have three primary stakeholders instead of two. These are the hawkers, the consumers and the additional - home delivery boys who will carry items from hawkers to customers on a need-to-need basis.

In the secondary circle also we have introduced two new stakeholders. We now have someone manning a locker or ice storage facility where the hawkers can choose to store their vegetables.

The next stakeholder is is the item delivery person who will be working for a couple of hours every morning to delivery items from the wholesale dealer at the sabzi mandi to the hawkers at every node. For this, we are engaging people who already own tempos.

Thus, we have successfully integrated three new stakeholders into the overall process. Along with this, the concept of a decentralized sabzi mandi means that there will be no crowding at a central zone either.

People will also be required to man the 10 tonner trucks that carry the items to and fro from the Urban Pocket. They feature as tertiary stakeholders.

Role of new Stakeholders:

New strategy of Delivering vegetables:

Stakeholder: Decentralize Sabzi Mandi Wholesaler- Highway A delivery/ Hawkers person will visit the Urbanpocket at 6 AM. The shop owner will receive the packages and based on the intel from the app, he will package them into separate crates.

Packaging: Items are packed in crates. Each crate contains the label of the hawker it is assigned too.

All crates meant for a certain node are placed together.

Node 1 seller and his workers package the items in crate based on the hawker Hawker 1

Hawker 3

Hawker 4 Hawker 2

wholesale vegetables arrive

wholesale seller checks the app for hawker requirements

Hawker 5

Hence, vegetables divided based on area

Node 2 Seller A: 10 kgs onion Seller B: 5 kgs bhindi, 5 kgs tomato Seller C: 10 kgs potatoes Seller D: 5 kgs onions, 5 kgs potato, 5 kgs bhindi

Stakeholder: Delivery Person A delivery person will visit the Distribution Center at 6AM. He will load/ unload the packages marked for his assigned node. Delivery personnel will carry items in either a truck or a tempo that they own/ lease.

Transport: A delivery person will load all the crates into their vehicle.

Crates loaded onto truck

Crates loaded onto truck

gives vegetables in smaller crate to the hawkers

Stakeholder: Hawker A delivery person will visit the Distribution Center at 6AM. He will load/ unload the packages marked for his assigned node. Delivery personnel will carry items in either a truck or a tempo that they own/ lease.

Transport: A delivery person will load all the crates into their vehicle.

Vegetable

Vegetables

Selling whole vegetable

Packs in a sustainable bag

Selling chopped vegetables

Chops and Packs in a cling wrap

Stakeholder: Home Delivery Boy People with a cycle can sign up to serve as a home delivery boy. They serve as a connection between the hawker and the consumer.

Packaging: Cling wrapped vegetables are carried by the cycle delivery person in a box.

Chops and Packs in a cling wrap

Carries it via cycle to customer

Home delivery to consumer

Vegetables

Delivery on scooter/bike

Carries it in a large bag

Stakeholder: Ice Box Storage An ice box storage unit will be set up in each node. There will be smaller lockers which hawkers can lease on a monthly basis.

Packaging: Hawker temporarily stores the leftover vegetables in the ice box locker for a day using the bags use for home delivery.

can also stores tools Lockers at each Node with cold storage facility

Left over vegetables

The locker also provides facility to store tools and other items safely so that hawker is free from all the load while leaving for their home.

Details of the passing of vegetables from Hawkers to end- consumer

TRAVELLING HAWKERS Problem scenario:

PROBLEMS which strteet to go?

vegetables damages

Transportation And Pakaging

Covid 19- scenario

Physical and mental stress

we identified the problem faced by the travelling individual hawkers during this covid. so there are majorly 5 problem faced as mentioned above. so with respect to that we gave a design proposal on it . It includes from getting vegetables from the decentralized sabji mandi and how it reaches to the end consumer.

Proposed Design Strategy: 01 adding stake holder 1

Solving the problem of mass gathering in sabji mandi and provide vegetable to different nodes

6:00 Am

hawkers carrying crates

potato

Urban pocket

Hawker register on App

Place order to different nodes

Decentrelized sabji mandi

Hawkers

Urban pocket (Nodes in cities)

Unloading to bamboo basket

Unloading vegetable

collect

sell by vegetable hawkers at vegitable different node

6 :00Am Om Colony

Unloading to trolley karna street

karna street Receive massage from individual Hawkers send the vegetable by cyclist or bike morning scenario exercise commission from the hawkers for transportation Reach with barcode to different node as per hawkers demand

After reaching the crates to a different node Hawkers will collect according to his requirement he can carry to further street

Prepare for selling

Proposed Design Strategy:02

selling with carrying crates on riksha stall

selling by carrying on head

selling by bikes or cycle Adding two hawkers

Om Colony

karna street

Arogya setu app linked to the original app help hawkers stay away from contaminated zone

karna street

Hawker register on App

message ping for location of needy

visit the street

Reach the destination

sell vegitable

Hawkers city level

Via the app, they will receive notifications of the places where there is a demand for vegetables.

They can then plan their route accordingly.

cold storage

return to home

adding stakeholder 2

sell vegitable

Remaining vegetable

FOOTPATH HAWKERS Problem scenario:

PROBLEMS insecurity of livelihood - police can disrupt anytime

decrease in vegetable price and wastage in evening

crowding in places due to too many hawkers - less overall livelihood

Proposed Design Strategy: 02 Using an app to streamline the process and introduce two new stakeholders.

Scenario 1: New Hawker Sign-Up and Wastage Prevention

6 AM TO 8 AM

NEW USER JOURNEY BEGINS

Hawker registers on App

8 AM

connect urban pocket

States location and need

chop and pack items from store

8 - 6 PM

receive items from delivery personnel

sell during the day

6 PM

left over?

Yes

go home

saves two hours time

No

invest it to chop veggies

Urban pocket

Introduction of new stakeholder

use app to find nearby cold store

gets items every morning from sabzi mandi

7 PM

arrive in the morning

Introduction of new stakeholder

6 PM

leave items in cold store

take items from cold store

REGULAR USER JOURNEY BEGINS

Scenario 2: Prevent crowding and displacement due to police patrolling

8: 30 TO 7 PM

HAWKER JOURNEY BEGINS

Hawker registers on App

8 AM

8:30 AM

Switches on location

uses app to see hawker density vs customer density

shows hawker density relative to customers

app provides possible locations

marks out possible locations where there is less hawker density but good customer density

Hawkers

information used to predict better locations

app asks hawker to rate experience in location

Hawkers can consult the app in the morning to select a place to settle in which will allow minimal illegal encroachment and maximum possible customers.

The app collects feedback and works on a participatory principle

FIXED SHOP HAWKERS Problem scenario:

PROBLEMS Extremely crowded lanes

Parking space issues

Higher risk of catching covid

Less consumer visiting mandi due to Covid 19

Proposed Design Strategy Fixed shop hawker sells vegetables to travelling hawkers and footpath hawkers via app

providercycle, bike, auto

EARLIER DAY

Fixed hawker

connected with a delivery person

Fixed shop Hawker prepares order

Receives order from different nodes

Hawker sends requests to pick up on app

Delivery Person

Introduction of new stakeholder Travelling Hawker Society vegetable shop Footpath hawker

6 AM TO 8 AM

Packing different orders

Vegetable delivered to another hawker

Introduction of new stakeholder with cycle

delivered to home by person who bid first

request delivery assistance

receive notification via app

We are introducing a new delivery person here who will remain on standby the entire day. Hawkers will receive client notifications and will release bid for delivery people to deliver the items.

Fixed shop hawker will buy vegetables from the urban pocket either by going their and buying or by getting fixed stock of vegetables delivered at shop and they sell it to user via app or selling it directly to consumer visiting at shop. Sabji mandi on wheels make it quite convenient for shopkeeper to stock vegetables and sell

Prepare for selling

sell directly

Acknowledgements Thanks to Prof. Vijay Bapat sir for all the guidance through out the project. This project helped us understand various challenges faced by hawkers and problem areas in which we tried to work to solve their problems as much as possible.

Detailed study of various interaction points helped us to come up with decentralized Sabji mandi and connect them digitally via an App. These is further scope for improvement in the project which be carried forward.

We had fun working in team on Miro to collaborate in an online mode. We learnt a lot from Prof.

Vijay Bapat.

Thank You sir :)

Report by: Nayanika Dey 206130005 Lingraj Ragas 206130015 Deepti Verma 206130016

Industrial Design M.Des , 1st Year IDC, IIT Bombay