DESIGN
RESEARCH
INNOVATION
POORVI MATHUR 2019
INTRODUCTION ABOUT ME I’m Poorvi.
I grew up in India, where I es for a multidisciplinary appro in Design Management whi equipped with the tools and skills in the areas of design,
I deeply appreciate the role able to empathise with the social impact, and continue different areas, has lead me thinking. I like to bring solut contexts evolve so must the
stablished a strong foundation in the fundamentals of design and appreciation oach. My experiences in the craft sector in India, motivated me to pursue a MA ile I lived in the US for some years. As a Design Manager, I find myself strongly d confidence to solve the wickedest of problems and I am keen on applying my , social innovation and impact.
of research, human centred design and co-creation in the design process. Being user is one of my key strengths. Values important to me include sustainability, ed learning. My curiosity about diverse subjects and openness to dabble in e to undertake diverse projects, adding versatility to my approach and way of tions to their best conclusion in the current context but understand that as e solutions.
INNOVATION, SOCIAL IMPACT
Restoring Shakti: A Stu
Document Link: http://bi CONTEXT
In December 2012, a you India. At the time the inci India, I was all too familia up, not only in India, but i
This intention first transl data to confirm and comm finalists at the Anu and N BNY Mellon Social Innova
However, I realized, creati The real problem lay muc equipped with the tools o to understand the issue o reveals certain core issue society. ‘Autonomous’, a safety system that that monitors one’s physiological data to confirm and communicate if the user is in a threatening situation.
udy of Women’s Safety in India. Bengaluru, India
2018
it.ly/2Ggvyge; Video Link: https://bit.ly/2DCOpP3
ung girl named Jyoti Singh was brutally gang raped in New Delhi, the capital of ident took place, I was many miles away, in the US. However, having grown up in ar with the realities which a girl copes with and hopefully overcomes as she grows in most parts of the world. There was a strong intention to do something about it.
lated into ‘Autonomous’, a safety system that that monitors one’s physiological municate if the user is in a threatening situation. The product was one of 15 semiNaveen Jain Women’s Safety XPRIZE in April 2018 and a finalist in UpPrize, the ation Challenge.
ing a device would only solve a part of the problem and that too, at the surface. ch beneath the surface, complex and entangled and I was keen on looking at it, of design management. A ten week study that uses design management methods of women’s safety in India, and proposes a framework for change. The research es, which if addressed would generate a substantial impact in creating a healthier
DESIGN FOR SOCIAL IMPACT RESEARCH The study applies Contextual Research methods (with a focus on qualitative methods), using an ethnographic lens to discover underlying themes and patterns for beliefs and values that drive behaviour. Data collection methods - secondary research (papers, articles and audio-visual material) and primary research (interviews, observations, group discussions). Data processing methods - working walls and affinity diagrams. Data analysis methods - Maps (empathy, ecosystem, mind) and diagrams/ charts (SWOT analysis, 2x2 axis charts). Data synthesis methods - persona development, opportunity maps and value maps.
Pictures of the physical working wall fo
or the project.
Competitor Analysis: The 2x2 axis graph compares programs that are women focused and all-inclusive with organizations that have only women as founding members and are more inclusive on the other. It reveals that organizations are heavily women focused and usually founded and run by women. There is an opportunity to bring in more men as founding members, and into the discussion.
DESIGN FOR SOCIAL IMPACT
Persona development based on user research
SWOT Analysis of
current situation in India based on primary and secondary research.
DESIGN FOR SOCIAL IMPACT ANALYSIS Interrelated factors that manifest into the problem include: Fear instilled through socialization (family & society);
Women's clothing It has become the individual's responsibility
Power Play
Perception of women
History / Tradition
Perception of women as weak;
Mindset
Strong patriarchal society;
Pa
Socialization / conditioning
Poor laws and cases are not managed well; Lack of an integrated approach by judiciary, police, social welfare and transport systems;
Society
Fear Guilt / Victim blame
Edu & V
Kids
Lack of trust in the systems of the Government; Power centricity; Lack of awareness; Over sensitization and exposure through media; Loss of traditional values and heritage; Lack of better role models; Stark inequality in the midst of growing capitalism;
Values
Figure showing how different aspects a conditioning’ and ‘Mindset’ come up as
The System Social Welfare
Transport
Law and Order
Police
Perpetrator Environment / surroundings
atriarchy Alcohol
Figure showing the aspects that lead to the social conditioning or socialization of the India culture and the resulting outcomes. Changes being witnessed
Media
Awareness
ucation Values
Disparity
are interconnected. ‘Socialization / s the most prominent influences
Figure showing categorization of responses using an affinity map, based on responses by interviewees on the topics of ‘mind-set’ and ‘responsibility’.
DESIGN FOR SOCIAL IMPACT RESEARCH INSIGHTS
The manifestations of such occurrences in society are a result of multiple factors w
A Period Of Transition
Mindset
India is a developing country, which is in the midst of transition. More women are joining the workforce and one sees rapid inter-migration of people from different parts of the country, especially rural to urban, in search of jobs. Stark inequality emphasized further with consumerism setting in, leads to growing levels of impatience and intolerance.
Social conditioning which has bred a patriarchal culture that instils fear in women and also undermines her, is at the core of the issue. Lack of good quality education as well as a deviation from traditional values add to this.
which are interdependent.
History And Tradition
Un-Monitored Exposure
There is incoherence in the way women are perceived in religious texts. Some communicate a high regard for women, others communicate her to being inferior to men. Men find it difficult to accept women working and contributing to the finances of the house, a domain which had been their pride until now.
A huge population of youth is susceptible to pursuing deviant ways in light of the growing economic divide, overexposure to social media, weak regulatory systems and availability of alcohol and drugs.
DESIGN FOR SOCIAL IMPACT
Lack Of Trust In The System
Creative Dialogue
There is a lack of trust in the government and systems and the individual takes on the responsibility of his or her own safety. Systems (judiciary, police, social welfare and transport) lack an integrated approach and have a firefighting approach instead.
Protests have become a normal way of getting attention from the authorities and bringing about change. Art (performance, film, installation, writing) in public spaces has the possibility of interacting with a diverse audience and is used as a medium. Websites allow victims to express themselves through writing or art.
Environment & Surroundings External environmental factors that affect the feeling of safety include: poor lighting, time of day, density of people, movement in a group or alone, culture of a place and effectiveness of law and order. While one considers public spaces and transportation safer, harassment is experienced. Young girls are usually easy targets and assaulters include boys as young as 10 to older
men as old as 80. Women cope by ignoring, yelling back, avoiding certain areas and time of the day and carrying small objects that can hurt like pepper sprays, Swiss army knife, etc. Many busses have separate areas for men and women. There are movements and activities initiated by young women around the concept of reclaiming public spaces, which try to break stereotypes.
DESIGN FOR SOCIAL IMPACT IDEATION A few concepts were explored based on insights and opportunities around the following themes: Re-contextualizing traditional texts Gender sensitization in schools and places of work Safer communities Social messages in public spaces and public transport systems Trust in law and order
CO-CREATION / FEEDBACK: Presentation of concepts to the user community for testing and feedback
IDEATION: Diagram exploring diverse conce
epts based on research, insights and opportunities.
DESIGN FOR SOCIAL IMPACT
EKAM: The outcome of the enables both genders to cre institutions, organizations a which engage participants existing narrative from a ma through different media.
BRANDING: The logo was designed keeping the following core philosophy in mind: ‘enabling both genders to create an empowered, balanced and harmonious world’.
e project, Ekam, (which means ‘one’ in Sanskrit) is a social organization that eate an empowered, balanced and harmonious world. It works with educational and communities (through NGOs) through its programs in gender sensitization, in creative ways (including art and theatre). Ekam is also involved in changing the ale dominant one to a more balanced perspective, and communicating the same
Figure showing the different aspects of the final prototype, EKAM.
DESIGN FOR SOCIAL IMPACT
Implementation Plan: Year 1
Implementation Plan: Year 1 - Year 5
Implementation Plan: 20 Year Projection
DESIGN INNOVATION DEVELOPMENT / MARKE
Subject Area: Time and Relationship M
Video Link: http://bit.ly/2rnyfVy; Docume
With the pressures of work and running a based app, addresses this problem and en planning date options and providing child
ETING STRATEGIES
Management App for Married Couples with Children
2017
ent link: http://bit.ly/2rnkFBD
a family, couples often find their relationship suffering. SyndĂŠo, a social network nhances relationships by syncing family calendars, organizing daily routines, dcare solutions for couples.
COLLABORATION, DESIGN, SOCIAL IMPACT StartUp Weekend Wome 2016
WiSTEM is a platform whic engineering and mathemat on a community which emp best fit, using a career cura to support women immigra to the unfamiliarity of a new (secondary and primary), co logo. The idea placed 2nd d
PROBLEM STATEMENT
76
VA
24
10 years *Source: ESA calculations from American Community Surv ey public-use microdata.
“I'd b love dive and are v happ
n’s Edition, Pittsburgh, USA
ch addresses the under representation of women in STEM (science, technology, tics) and helps them get placed based on their values and expectations. It relies powers and builds networks and an online portal that connects applicants to their ator and matching algorithm. The personal inclination to work on this idea was ants who give up their career aspirations and previous educational efforts, due w culture and country. Contributions in the project were in the areas of research oncept development, market validation and design of final pitch, including the during the StartUp Weekend.
ALIDATION Hiring Manager
be interested, and would e it if it expanded to all erse candidates. Female other diverse candidates very difficult to find. I'd be py with at least females”.
Job Seeker
I certainly would consider using a recruiting service such as you have described. I think it's a great idea especially if it is women owned.
Community Seeker
“Yes definitely, being a part of a community will help me make connections, especially since I am from a different culture”
Images: Slides and images from the Women’s StartUp Weekend, Pittsburgh February, 2016, which placed second.
CONTEXTUAL RESEARCH, INSIGHT AND OPPO
Subject Area: Coffee Cult
Video Link: http://bit.ly/2qD
Coffee culture evolved as a easily accessible Wi-Fi at m digital gadgets, one finds th of contextual research (incl probes and interviews) to a independent and corporate and organized on a working analysis through position m other models. This helped g sense of community in the
ORTUNITY GENERATION
ture in Pittsburgh
DvdiO ; Document link: http://bit.ly/2qDkzsi
way for people to meet and socialize. Today, with most coffee shops in the US and a growing use of his culture changing. The project uses methods luding fly on the wall, shadowing, surveys, cultural asses if the sense of community still exists in the e coffee shops of Pittsburgh. Findings were collected g wall using the A-E-I-O-U framework, followed by maps, SWOT analysis and affinity diagrams amongst generate key insights and opportunities to improve the coffee culture of Pittsburgh.
APPLIED THEORY IN DESIGN
Subject Area: Braces and
Video Link: http://bit.ly/2qI
The A-B-C-Q method of re product in focus. Informatio audits, followed by analysis Patterns were identified an US was discovered. First ha coupled with the paradox o designing of a new product
d Supports
IYxzw ; Document link: http://bit.ly/2qIEPE7
eframing was used to solve wicked problems for users of braces and supports, the on was collected through secondary and primary research, user interviews, visual s through persona development, interaction flows, journey maps and working walls. nd the current growing trend in self-healing and over the counter products in the and encounters with users who were uncertain about the product they should use, f choice led to proposing an improved buying experience as a solution over the t.
CO CREATION, FACILITATING CREATIVE THINK
Subject Area: Parenting i
Video Link: http://bit.ly/2q
Parenting in the digital era and facilitated, which invol process of co-creation. Sup interaction exciting.
KING
in the Digital Era
qDaw6A ; Document link: http://bit.ly/2qDkzsi
is a new and growing challenge for parents today. A workshop was conceptualized lved collaboration of participants and facilitation of engaging activities in a perheroes, was taken as a background theme to break the monotony and make the
IDEA VISUALIZATION Subject Area: Slow Food
Video Link: http://bit.ly/2rH
Research was carried out on infographic and video to com
SLOW F
O
O
D
F
vs
F
Who
13
FULL TIME JOBS created per $1 million in revenue earned as compared to when not selling locally.
3
USDA's National Farmers Market Directory now lists 8,268 markets, an INCREASE of 76 percent since 2008.
ART
90c
on the dollar GOES BACK TO THE FARME as compared to 27c the dollar when you non locally.
ET
WA L
T LE HE
Eating seasonally benefits
TE
PLA N
2013
TH AL
2008
ST
$71 BILLION
per in m productivi
TAS
100 miles means FRESH FOOD Poorvi Das and Jessica L Gutierrez
Idea Visualization
DMGT - 706 - OL1
Prof. Ericca Hope Garriso
Hx2LR
n the need and benefits of ‘slow food’. Information was then translated into an mmunicate in a visually interesting and engaging manner.
FAST
F
O
O
of CO2 equivalent is totally emitted from GLOBAL LIVESTOCK.
D
w i l l y o u ro o t fo r ?
75% 80% FAST FOOD
of the food in the US is supplied by MASSIVE FACTORY FARMS, associated with myriad environmental, health and ethical controversies.
of America’s restaurant meals are FAST FOOD.
3thousand 00
ER c on u buy
DEATHS CAUSED by overweight AND OBESITY
r year could be saved medical costs, lost ity and lost lives with a healthier diet.
on
7.1 GIGATONS
OBESITY INCREASE in Adults and Children since 1980.
+27.5%
Over
+47.1%
50%
of deaths are OBESITY related
F I N IS H
The average dinner TRAVELS 1600 miles SCAD
Winter 2015
HUMAN FACTOR - TOOL DESIGN
Product in Focus: Seam R
Video Link: http://bit.ly/2rh
A seam ripper was selected it. Initial studies were made users using air dry clay, und developed based on what s understand which shape ap
Ripper
hSmpC & http://bit.ly/2qIluHR; Document link: http://bit.ly/2rLwfcD
d as the product in focus, to explore better ergonomic design possibilities for e of people using the original seam ripper. Prototypes were then explored with derstanding what felt most comfortable to them. Three design prototypes were seemed to be most desirable shapes and these were tested with the users to ppealed to the comfort of the users the most.
HUMAN FACTOR - INTERFACE REDESIGN Appliance in Focus: Coffee Maker
Video Link: http://bit.ly/2qIeVFo & http:/
A single serve coffee maker was taken as of design guidelines describing the task, i was followed by research on existing mod Combining smart phone technology with the alarm went off, was narrowed in on as coffee first thing in the morning .
//bit.ly/2qIfVJq; Document link: http://bit.ly/2rLwfcD
the appliance in focus for the project. Based on the analysis of the appliance a set identifying the target user group and a list of design criteria were included. This dels and interfaces and brainstorming a new design approach for the interface. Wi-Fi capabilities to prepare the first cup of morning coffee a few minutes before s a final concept. The product was targetted for a user who likes to have their
HUMAN FACTOR - TASK ANALYSIS AND REDES
Task in Focus: Coupon collection, sort
Video Link: http://bit.ly/2qN24g3; Docum
The task of collecting, sorting, using and a solution. Identified pain points of the ta consumption, difficulty in keeping track a search from a database of coupons and c eliminating the process of sorting, cuttin
SIGN
ting, use and disposal
ment link: http://bit.ly/2rLwfcD
discarding coupons in the mail was looked into as a problem area that required ask included the cumbersome process, need of human engagement, time and wastage of paper. The task was redesigning by creating an app that would create a singular barcode combining the coupons to be used at check out, thereby g, organizing, paper wastage and time spent in the checkout line.
CASE STUDIES IN SOCIAL INNOVATION
Subject Area: Social Innovation
Video Link: http://bit.ly/2sqfhN4;
The case study on khadi, a fabric w the freedom movement of India.
The case study on ‘Kala Raksha V aims to empower the craftsperson to adapt and respond to the shift i 2010), while developing self-conf
n (Khadi and Kala Raksha Vidhyalaya)
; Document link: http://bit.ly/2ojxDOk
woven from handspun yarn on a handloom, discusses how it was an innovation in
Vidhyala’, looks at how a design school for working traditional artisans in Kutch, n by educating the artisan in design, traditional craft and marketing, enabling them in market, maximize earnings, conserve traditional craft heritage (Kala Raksha, fidence in ones skills and pride in one’s tradition.
Images: Case study on Kala Raksha Vidhyalaya.
COSTUME DESIGN Children’s Museum of Pittsburgh, Pittsburgh, USA, 2015
Video Link: http://bit.ly/2qDmh92; Article Link: http://bit.ly/
Designed and produced wings for museum visitors based on were part of the ‘Very Eric Carle’ exhibition at the Children’s M
Images: Museum visitors of all ages enjoying the wings made for the exhibit.
/2vayYvK; Exhibition Link: http://bit.ly/2UmNcDZ
the butterfly from Eric Carle’s popular book, ‘The Very Hungry Caterpillar’. These Museum of Pittsburgh and will be touring across USA for the next ten years.
SMALL BUSINESS ENTERPRISE SunUp & Foyoyo Kids, USA, 2010-14
Designed and sold textile jewelry and children’s products on Etsy and prominent loc including the ‘I Made It Market’, in Pittsburgh.
cal craft fairs
Images: Products designed and sold under SunUp and Foyoyo Kids in the US
DESIGN FOR SPACE HCP Interior Architecture Pvt. Ltd., Ahmedabad, India, 2005-06 The theme for a Cardiac Rehabilitation Center was conceptualized and textiles were introduced to lend serenity to the space. A false ceiling of fabric was designed and executed to improve the acoustics of the rooms, amongst other textile applications like curtains and screens. Nature and specifically the Neem tree was taken as inspiration to build on the feeling of health and well being.
Images: Ceiling panel and window screens designed for the Cardiac Rehabilitation Center
INTERNATIONAL FIBERART EXHIBITION WILDFLOWERS ALONG THE HIGHWAY Edge to Edge (juried show) Borelli Edwards Art Gallery, Pittsburgh, USA 2014 Inspired by the burst of wildflowers one sees on the highways in the US, this miniature fiber art piece explores counted thread embroidery that is inspired by the Suf embroidery of Kutch, Gujarat.
Images: Actual size reference and detail of the artwork
INTERNATIONAL FIBERART EXHIBITION POINSETTIA Unveiled (juried show) Pittsburgh Center for the Arts, Pittsburgh, USA 2011 Inspired by the Poinsettia flower, this miniature fiber art pendant explores counted thread embroidery that is inspired by the Suf embroidery of Kutch, Gujarat.
INTERNATIONAL FIBERART EXHIBITION PALM Unveiled (juried show) Pittsburgh Center for the Arts, Pittsburgh, USA 2011 Inspired by the folds of a palm leaves, these bags open up into a palm when filled and close flat when empty.
CRAFT BASED DESIGN NIFT 2000 Mata ni Pachedi is a fabric shrine made using natural dyes, bamboo sticks and blocks, and is practiced by the Vaghari community of Gujarat. It is also known as the ‘Kalamkari of Gujarat’ Here, the craft skill was applied for the creation of a traditional Indian garment for a client in Ahmedabad. Patterns, colors and garment cuts that complimented the Indian body type were researched and considered.
CRAFT BASED DESIGN FICCI and CARE, India (2001)
As part of the Disaster Management and Emergency Relief Operations in Kutch, po India and FICCI adopted 30 villages and were committed to a broad based interven education and sustainable livelihoods. As part of the NIFT team, I worked with artis products for the urban market.
ost the January 2001 earthquake, CARE tion in the areas of health, housing, sans practicing embroidery, to explore
CONCLUDING NOTE (2018)
During my education at SC by step process of interest role in the world. Interestin
I would like to use my skills solutions for social good. D and designing your desired important in my work inclu in indigenous cultures and explore these further in my
Images: Work from ‘Design your Desired Future’, 2014.
CAD, I took up a voluntary class titled, ‘Designing your Desired Future’. Over a step ting exercises and online meetings, I discovered my deeper intentions and desired ngly, my projects at SCAD have also been running parallel in a way.
s and knowledge in design and design management towards creating design Design management has taught me a way of connecting the dots, making it work d future has helped me understand the soul behind these efforts. Values that are ude sustainability, social impact, and continued learning. I also have a keen interest d their crafts, science, technology, biomimicry, education and art and hope to y journey ahead, work or otherwise.