Mobile Marketplace.
Designing Digital Devices to Connect Rural & Urban China
Francesca Valsecchi, Serena Pollastri, Yongqi Lou and Diego Dalia.
product/service system
Initial brief
design a mobile device for the inaccessible target
how we interpreted it how digital communication devices can help bridge the social gap between rural and urban China.
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 rural target low education low income low access
mobile consumer trends
Design Action
Rural/Urban Imbalance
Create Connections & Resources Exchange
China Specificities
Role of Technology based Services & Mobile Connectivity
China INPUT
Desk Research (Understanding) tools (local and worldwisde):
reports/article trend watching data collection case studies
Research Actions research filter filter:
- technology trends - devices market - user habits
Target Definition Rural target Urban target Opportunities
INPUT
Field Research (Conversation) tools (explorative and analytical): poscard survey in-depht interview
Personal use
Daily Life Facility
6
Social Networking Tool
2
Local communication
1 7
Long distance communication
4
Work Tool
3
Business Bridging Service 5
Work
scenarios and design direction
Design Direction
11号
春天 春天
天 冬
春天
天 冬
天 冬
天 冬
天 冬
春天
春天
春天
天 冬
春天 天 秋
天 秋
春天
天 冬
春天
春天
天 冬
天 秋 天 秋
天 冬
light healthness turn lights
change plant
urban target ethnography
天 秋
天 秋 天 秋
春天
water
天 夏
天 夏
天 冬
plant 1
add water
3号
13号
Which activities in the countryside? 选择你的乡村活动
Which are your favourite social or information networks?
你最喜欢哪个社交网络？ ^^
喜欢程度?
)
-_-
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。
天 秋
天 秋 天 秋
天 冬
天 秋 天 秋
天 夏
春天
天 夏
天 夏
天 夏
天 夏
天 冬
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
winter autumn 冬天 秋天
天 夏
天 夏
天 夏
天 夏
How packaging influence your choice? 你通常选择哪种包装？
天 夏
6号
16号
spring summer 春天 夏天
Do you know when to cultivate them? 你知道他们在什么时间播种吗?
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
9号
10号
Food distribution 食品配送
What do you need to create your garden? 为了建造自己的花园，您需要哪些？
Set of Cards to investigate users’ relationship with technology, food, rural life.
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
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)
23
1
HOME 24
3
4
21
22
wife
Fields
rural target ethnography
2
Center
5
20
Commercial
FIELD
COMM. CENTER
7
18
PERSONA 1 Cooperative
#4. WANG FANG
6
19
COOPERATIVE
Headquarter
Home
8
17
villagers
coworkers
9
16
friends
15
11
13
12
14
villagers
coworkers
10
FIELD
#1. LU FU GUI
coworkers
COWORKER B
COWORKER A
FRIENDS
WIFE
LEVEL OF INTERACTION
in depht interviews with farmers and marginal communities in Shanghai and Chongming area. Technological literacy, daily habits, openness to technology
VILLAGERS
Research Findings
LOW
MEDIUM
HIGH
* Own mobile, use basic functions (no text or internet)
* Unconfortable to carry the mobile around
23
24
1
#5. LIN GANG
2 3
4
21
22
Fields Center
6
19
5
20
Commercial
#2. ZHANG FENG 7
Cooperative
18
PERSONA 1
Headquarter
9
16
8
17
Home
#3. LIU FANG
(some leave at home, some carry bag for mobile)
* Active social life * Short/long distance ties (especially
migrant communities)
10
15
11
12
13
14
Inaccessible target definition checklist
Personal Field
Education Illiterate
Health/phisical conditions bad Ergonomic Constrains high
S oc
e Ag
ial n et w o rk
Budget
- De nsit
y
Age old
Erg
rain s
D
itions
INACCESIBLE TARGET
TEC
D ai ly ro utin
E UD
e
good low
young
high
Technological literacy low
high
Curiosity on technology low
in local Integration Community
n ch Te l gy ol o
technology
y rac ite
ow ned
H N O L O G Y A TTIT
Curiosity on
u Ed
n t io ca
ize -S
So
SO AVIOUR BEH AL CI
ical cond Health/Phys
l cia
PERSON AL FIE L
con st
Dev ice
ono mic
k or tw ne
Technology Attitude
Budget low
high educ.
Social Behaviour
high
Device owned none
many
Social network - size local
broad
Daily routine inactive
active
Social network - density low Integration in local community low
high
Target Positioning
high
greens
garlic
fruit
beans
qingmao cai beans
rapeseed
spinach
leek
greens
2. Residential house with patio
pepper
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.
system design
information space
service
sp of ac pr e f od or uc th ts e e an xc d ha va ng lu e es
system FLOW
parse /dec ode /write
rfid
rfid xml
sim
I
hezuoshi
pc -pc parsing
website
/ app c onfirm
what people do what machines do interfaces
system FLOW
parse /dec ode /write
rfid
rfid xml
sim
I
hezuoshi
pc -pc parsing
website
/ app c onfirm
what people do what machines do interfaces
DEVICE
*
open source technology and possible to be self-constructed
university workshops
S
Y
T
E
MAP
Staff
User
te
ra
Pu rch
ist min Ad
Interacts
GROUPON
as
es
Enables
PHONE Pro d
u ce
s
Produces
Provides
SCREEN
团宝网
M
s
Dealers Publish
S
MAP d Pro
es uc
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 Valsecchi Serena Pollastri Yongqi Lou Diego Dalia designharvests@gmail.com