Designing for Emerging Markets and Majority World

This presentation will illustrate ways in which design can contribute
to the development of a prosperous, more inclusive and sustainable
future. It aims to document and highlight diverse applications of
responsible and resourceful design approaches that create inspired,
innovative responses to a range of challenges and issues in our
emerging society and majority world today.
Prof. Ricardo Gomes, IDSA
Chair, Department of Design and Industry
San Francisco State University
College of Design
30th Anniversary Celebration
Iowa State University
Kocimski Auditorium
February 4th, 2009
Sustaining
Socially-Responsible Design
in Our Emerging Society:
Designing for a Majority World

Sustaining
.
“Where, after all, do universal human rights begin?
In small places, closest to home, - so close and so small
that they cannot be seen on any map in the world.
Yet, they are the world of the individual person:
the neighborhood he lives in; the school or college he
attends; the factory, farm, or office where he works.
Such are the places where every man, woman, and child
seeks equal justice, equal opportunity, equal dignity,
without discrimination.”
Eleanor Roosevelt, March 27, 1953
College of Design
Kocimski Auditorium
February 4th, 2009

Sustaining
.“95% of the world’s designers focus all of their efforts
on developing products and services exclusively for the
richest 10 % of the world’s customers. Nothing less than
a revolution in design is needed to reach
the other 90%”
Source: Design for the Other 90%, Smithsonian Cooper-Hewitt
National Design Museum, NewYork 2007
College of Design
Kocimski Auditorium
February 4th, 2009

"Design" can be a catalyst for
positive cultural change by:
“facilitating” collaboration in the exploration and creation
of better and more compelling business/product models
“enhancing and optimizing" technical and social innovation
“driving" policy, regulation and society's conventions
by demonstrating what is possible
© JPKusz, Ltd. 2007
College of Design
Kocimski Auditorium
February 4th, 2009

Ami Mehta,
formerly of Hewlett-Packard
Emerging Markets Experience Architect
FutureMap: Planting the SeedsToday to Ensure
the Fruit-BearingTrees ofTomorrow
As we look to the future, we will see how dramatically
different the world looks from today. We see a more
interdependent, global workforce designing for a more global
economy. The largest consumer groups of tomorrow
will be likely be Chinese, Indian, Brazilian, Russian or
South African based on the population growth, global
demand patterns and demographics.
As we are all a witness to this shift, how might we as
designers be prepared for this new, global economy?
How will we participate in a collaborative,
constructive and innovative manner? Mehta paints a picture
of this future landscape and highlights some ways in which we,
as designers, can prepare for the journey into the future...

Sustaining responsible-design for
emerging markets?
emerging markets can be described as:
markets that have reached a minimum level of GDP
markets that are in the growth phase of the development cycle
markets that are vulnerable to internal or external forces
examples of emerging markets:
• Brazil
• Russia
• India
• China
• South Africa
• Argentina
•Thailand
•Turkey

1. Focus on price performance. Serving the BoP is not just
about lower prices
2. Hybrid solutions for innovation. BoP consumer
problems cannot be solved with only the old technologies.
3. Scalable and transportable solutions across
countries, cultures and languages. Design for ease of adaptation in
similar BoP markets is a key consideration for gaining scale.
4. Reducing resource intensity must be a critical
principle in product development. All innovations must focus on
conserving resources.
12 Principles of Innovation for Bottom of the Pyramid
(BoP) Markets, C.K. Prahalad
Prahalad identified 12 principles that constitute the building
blocks of a philosophy of innovation for BoP markets

5. Product development must start from a deep
understanding of functionality, not just form.The
infrastructure BoP consumers have to live and work in
demands a rethinking of the functionality.
6. Build logistic and manufacturing infrastructure.
Process innovations are critical in BoP markets.
7. Deskilling work is critical. Take into account the skill
levels, poor infrastructure and difficulty of access.
8. Educate (semi-literate) customers in product usage.
Innovations in educating a semiliterate group of the use of
new products can pose interesting challenges.

9. Products must work in hostile environments. Like noise,
dust, unsanitary conditions, abuse, electric blackouts and water
pollution.
10. Function/ feature should result in adaptable user
interfaces to the heterogeneity of the consumer base. Research
on interfaces is critical.
11. Distribution methods should be designed to reach both
highly dispersed rural markets and highly dense urban markets.
Innovations must reach the consumer.
12. Focus on broad architecture. To enable quick and easy
incorporation of new features and functions.

Ray & Charles Eames
“The India Report” and the National Institute of Design
NID
India’s Industrial Policy Resolution of 1953, the
renowned design team of Charles and Ray Eames
were invited to India recommend a program of design
to serve as an aid to small industry.
As a result the Eames’ produced 'The India Report'
which became the blueprint for the formation of the
National Institute of Design in 1961 as an
autonomous national institution for research, service
and training in
Industrial Design andVisual Communication.

Design for the Flat World
The convergence of technology and the
hyper-connected world are forcing massive shifts in markets,
industries and wealth. We need to consider more
sophisticated issues even as we try to stay in close touch with
the lives of everyday people.Widespread data connectivity,
improved transportation and logistics, and fluctuating currencies
have meant that our work is decreasingly place based.

System Design
R. Buckminster Fuller’s World Game® (1969, 1971) utilizes a
large-scale Dymaxion Map for displaying world resources, and allows
players to strategize solutions to global problems, matching human needs
with resources. His Inventory of World Resources, HumanTrends and Needs
was created to serve as an information bank for the World Game.

Comprehensive Anticipatory Design Science ”…is the attempt to anticipate and solve humanity’s major
problems through the highest technology by providing “more and more life support for everybody, with less and less
resources.” Buckminster Fuller, 1949
Catalyzing the vanguard of a design science revolution

Design Science is a methodology for changing the world.
It involves the application of the principles and latest findings of science
to the creative design and implementation of solutions to
the problems of society.
It takes a whole systems, global, and anticipatory approach that
fosters creative collaboration and synergy in the development of
comprehensive solutions to both global and local problems.
It was inspired by the work of Buckminster Fuller and other planners,
scientists, and visionaries.

STRATEGIES FOR ACHIEVINGTHE
MILLENNIUM DEVELOPMENT GOALS
Source: DESIGN SCIENCE LAB 2006 NYC REPORT

STRATEGIES FOR ACHIEVINGTHE
MILLENNIUM DEVELOPMENT GOALS
Millennium Development Goal #2
Achieve universal primary education and ensure that,
by 2015, children everywhere, boys and girls alike, will be able
to complete a full course of primary schooling.

Purpose
The purpose of the SIB is to provide universal
access to education for all 100+ million primary
aged children not in school.The distribution
of such a “quick fix” solution, while simultaneously
paying special attention to the educational needs
of girls and the community
SCHOOL-IN-A-BOX
curriculum

School-In-A-Box 1.0 Contents:
• Basic Essential LearningTools(B.E.L.T.)
o Laminated student packets
(for basic reading and math)
o Rulers, protractors, pencils, paper,
multiplication tables
o Blackboard
(lid of box turns into blackboard)
• 1.0 Contents, plus
• Girls EducationTools (G.E.T.)
o Gender Focused Learning Methods
o Peer-to-PeerTutoring Program
o Leadership Development
o Financial Empowerment
• Health & Sanitation Awareness
Materials
• Malaria DeterrenceTools
• Practical & Community Learning
Materials
• Laptop computer/Cell phone
• Teacher Instruction Manual
• 1.0 & 2.0 Contents, plus
• Internet access
• Ongoing training and access to
Educational materials provided by
WE CAN
SCHOOL-IN-A-BOX

WI-FI FOR EDUCATION
GlobalWi-Fi Costs5
There are a variety of technologies and associated costs for achieving universal
Internet access. Costs range from $500 per village6 to $1,000 per village to set up
a wi-fi infrastructure ($341 million to $638 million for all of India’s rural villages),
to $2,000 for a village-wide solar powered communications station.

One Laptop (OLPC) Meets Big Business
The big idea of giving PCs to poor children has
been challenged by educators and business.
“…The fate of OLPC is uncertain….“
Still, it's possible to draw lessons about the
difficulties of such grand-scale social innovation.Concept: Nicholas Negroponte
Designer: Yves Behar, fuseproject
The Hyper-Connected World

The big idea of giving PCs to poor children has
been challenged by educators and business.
“…The fate of OLPC is uncertain…. Still, it's
possible to draw lessons about the difficulties
of such grand-scale social innovation.
One Laptop (OLPC)
Meets Big Business
The big idea of giving PCs to
poor children has been challenged
by educators and business.

WirelessTechnology for Social Change

sub $30 mobile phone
What should a mobile phone interface look and function
like in an emerging market with low literacy?
In Emerging Markets a key factor to be consider is the
literacy of the consumer. This will effect the elements such as
user interfaces, menu systems, packaging and product instructions.

Design for the Majority:
“The Other 90%”
.
Information Design
.

“The Other 90%”
.
Information
Design:
Health
Care
Delivery
.

“The Other 90%”
.
Information
Design:
Health
Care
Delivery
.
Technologies forVaccine Delivery
in the 21st century
Courtesy of J. Lloyd
simplicity & efficiency of
Vaccine Delivery
.

“The Other 90%”
.
Information
Design:
Health
Care
Delivery
.
Chulha: healthy indoor cooking
More than 1.6 million people are dying annually due to smoke
inhalation from indoor wood burning stoves ‘Philanthropy by Design’
Philips Design program looks at promoting social empowerment through
knowledge sharing, creativity and co-design.

“The Other 90%”
.

“The Other 90%”
.
Courtesy of Vestergaard Frandsen S.A.
Designer: Vestrergaard Frandsen
(Used in Ghana, Nigeria, Pakistan, Uganda)

“LifeStraw”
DesignerVestrergaard Frandsen
(Used in Ghana, Nigeria, Pakistan, Uganda).
“The Other 90%”
.

“The Other 90%”
.
HEALTH AND MOBILITY
Water Sanitation/Transportation
LifeStraw ® Personal and Family
Project Criteria & Assessment:
1) INCOME-GENERATING- Vestergaard Frandsen has managed to turn
humanitarian responsibility into core business. Strong support of the
Millennium Development Goals, particularly reducing child mortality
and combating HIV/AIDS, malaria, and reducing the number of people
without access to safe drinking water, is a defining characteristic of our
company.
2) RETURN ON INVESTMENT–
3) AFFORDABILITY- LifeStraw® Personal and LifeStraw® Family are both
point-of-use water filters – truly unique offerings fromVestergaard Frandsen
that address the concerns for affordably obtaining safe drinking water at home
and outside.
4) ENERGY-EFFICIENCY- Requires no electrical power

HEALTH AND MOBILITY
LifeStraw® Personal and Family
5) ERGONOMICS AND SAFETY-
LifeStraw® Personal and LifeStraw® Family are both point-of-use water filters.
The Cochrane review (2006) demonstrates that water filters are the most effective
interventions amongst all point-of-use water treatment methods for reducing diarrhoeal
diseases. Kills and removes 99.999% of waterborne bacteria.
Kills and removes 99% of waterborne viruses.
Removes particles down to 15 microns.
6) PORTABILITY-
LifeStraw® Personal is a portable water purifier for prevention of common diarrhoeal
disease – can be carried around for easy access to safe and clean drinking water.
7) EASE OF INSTALLATION AND USE-
Place LifeStraw® in water and sip through the mouthpiece, product includes a string to
hang around the neck
8) STRENGTH AND DURABILITY- Requires no electrical power or spare parts for the life time
of the straw. Composition: Outer shell made of high impact polystyrene, life span is 3 years
when stored in shade and exposed to maximum 30º C. Filters a minimum of 700 litres of water
“The Other 90%”
.

HEALTH AND MOBILITY
LifeStraw® Personal and Family
9) DESIGN FOR AVAILABLE MANUFACTURING CAPACITY-
10) CULTURAL ACCEPTABILITY–
11) ENVIRONMENTAL SUSTAINABILITY—
12) IMPACT-
-referred to as 'One of the Ten Things that will Change the Way We Live´ by Forbes Magazine
-February 2008, receives the Saatchi & Saatchi Award for World Changing Ideas in NewYork.
13) GOVERNMENT IMPACT-
14) INCENTIVES FOR PARTICIPATION IN PROJECT-
15) EDUCATION- Use and trouble shooting instructions given with product. Other than that it is a
pretty straight forward product to use
16) DISTRIBUTION AND MAINTENANCE OF PRODUCT- Easy to mass-distribute in areas
where drinking water is contaminated
“The Other 90%”
.

Joanne Oliver
IDEO, Sustainability Initiative Leader
Sustainability Initiative Leader
The last 2 years have been filled with scientific
predictions of a changing world, environments in flux.
Rising oil prices have forced companies to re-evaluate
their business models, question their energy resources
and produce new efficient technologies.
If IDEO is an indicator of change, as it so often is, then
we are at the beginning of a new era in design.
Designers are the people who are going to channel
this new awareness and it wont just be through form,
color, texture, materials. It will be about having a
thorough understanding of the life of a product and
how it can nurture and restore communities, and
the environment.

Rockerfellor Foundation
IDEO
DESIGN FOR SOCIAL IMPACT:
how-to-guide
1> Social Impact
2> Benefit to the Firm
3> Investment Size

IDEO
how-to-guide
Design Principles:
• PROVIDEVALUE
Demonstrate theValue
CauseTransformational Change
Mind the Gap
• BE FOCUSED
Stay onTarget
Conserve Energy
• SET UP FOR SUCCESS
Train Appropriately
Optimize for Impact
Know the Players
Demand Skin in the Game

IDEO
how-to-guide
MODES OF ENGAGEMENT :
• Modify the WayYou Work
• Educate Others
• Develop Networks
•Identify Funding Streams
• ModifyYour Structure

IDEO
how-to-guide
MODES OF ENGAGEMENT :
• Projects
concept incubation
sabbatical
catalogue of challenges
• Education
empathy field trips
design certification
intern hosting
publishing
• Networks
design competitions
•Funding
design industry fund
(1% models)
project financing

“The Other 90%”
.
“Q Drum”
Designer: P.J & J.P.S. Hendrikse
Manufacturer: Kaymac Rotomoulders
(South Africa, Ethiopia, Kenya,)
Courtesy of P.J. Hendrikse

Courtesy of Ryan Duke
www.hipporoller.org
http://groups.google.com/group/hippo-roller-redesign
• Solutions built around carrying multiple 2L bottles.
• 2L bottles are readily available in the area.
• Easily purchased and because of the recycle value people
tend to purchase them in volume, for the money.
• In the rural areas people use them more for collecting water
San Francisco Chapter:
Hippo Roller Redesign
ExtraHippo: Bottles

Courtesy of Ryan DukeCourtesy of Ryan Duke
www.hipporoller.org
ExtraHippo: Containers
• Solutions built around carrying multiple jerry can-type
water containers that exist in the area.
• Design container prototypes as a model, but with the
ability to accommodate other “Jerry-Can” types as well.
• Jerry Cans are purchased second hand from $1-$5 USD
•Volume of the container is 25 liters
(the Hippo Roller holds 90L).

ExtraHippo: Filters
Courtesy of Ryan Duke
www.hipporoller.org
•Solutions for filtering & purifying water for Hippo Roller users
•Open water sources that are used by these people have
contaminents and debris.
•Develop easily implemented, small size, inexpensive solutions
for water treatment.
•Around 20%-40% of the Hippo Roller’s water is used for drinking,
the rest is used for cleaning, washing, and gardens

“The Other 90%”
.
“Super MoneyMaker Pump”
Designer: Robert Hyde, Martin Fisher, Mark Butcher,Abdilkadir Musa
Manufacturer: KickStart International
Used in: Angola, Burkina Faso, Burundi, Congo, Ethiopia, Gambia, Ghana,
Haiti, Kenya, Madagascar, Malawi, Mali,…..
Courtesy of Kickstart International

“The Other 90%”
.
“Big Boda Load-Carrying Bicycle”
Designer: WorldBike,Adam French
Manufacturer: WorldBike & Moses Odhiambo & Jacob
Used in: Kenya, Uganda,
Courtesy of Worldbike

South African Bureau of Standards

Liz Ogbu
Public Architecture, Designer & Project Manager
The Search for a Relevant
Contemporary Design Praxis
The city is increasingly defined by a multiplicity of users
who bring a growing complexity to the social, economic,
and political dynamics of the contemporary urban
environment.
As a designer, Ogbu finds this to be a fascinating
phenomenon because it shows that there are numerous
urban conditions around the world where people are
creating or remaking urban spaces, revealing new uses and
potentialities to the very designers who have been trained
to shape the city.
Ogbu believes that if architecture wishes to be relevant
in this evolving urbanism, it must confront,adapt, and adjust
to these emerging realities. Ogbu’s work explores how
we can look to develop a relevant praxis no matter where
we are.

“The Other 90%”
.
“Day Labor Station”
Designer: Public Architecture
Courtesy of Public Architecture.

“The Other 90%”
.
“Katrina Furniture Project”
Designer:/Manufactuer:
University of Texas &
Art Center College of Design,
Design Matters

“The Other 90%”
.
“Katrina Furniture Project”
Designer:/Manufacturor:
University of Texas &
Art Center College of Design,
Design Matters

Sabbatical Research
Institutional/Government
Commisao Permanente de Acessibilidade
(CPA) Sao Paulo, Brazil

RicardoGomesISanFranciscoStateUniversity
Sabbatical Research
Institutional/Government
Commisao Permanente de Acessibilidade
(CPA) Sao Paulo, Brazil

Sabbatical Research
Institutional/Professional – NGO
Vida Brasil

Salvador, Bahia, Brazil
Public Environments

Community Partnerships
The renowned economist-philosopher and author
of Small is Beautiful--E.F. Schumacher--believed
when he called for a reassessment of the role and
status of design in society. Schumacher states:
“What is at stake is not economics, but culture;
not the standard of living, but the quality of life”

What is needed to make Inclusive Design work?
Implementation will require getting the institutional
arrangements right:
> give incentives for agencies to work with the poor,
> keep everyone informed and coordinate between
stakeholders
> define clearly the roles of the various agencies.
> keep upgrading going, sustainability concerns must
be a priority in financing, institutions, and regulations.
Community Environments

Small-Scale Enterprise Development

It is an inclusive skill development and mentoring
approach that sustains the identity, character and incentives
which facilitate the
improvement of
the community
environment for
ALL.
Community Furniture/Toy Design
&
Production Facility
Monte Azul Favela (slum)
Sao Paulo, Brazil

Delft University (Netherlands)
Design Exchange Students
Monte Azul Favela
Sao Paulo, Brazil

Design Methodology:
Curriculum Development
College of Design
Kocimski Auditorium
February 4th, 2009

design curriculum- issues
• understanding local consumer behavior
• identifying affordable technologies
• developing locally adaptive design strategies:
o easy to understand and use products
o design reliability
o lifestyle aspirations
o infrastructure appropriate concepts
College of Design
Kocimski Auditorium
February 4th, 2009

Design Methodology:
Source: Dr. Elizabeth (Dori) Tunstall,Associate Professor, Design Anthropology, University of Illinois at Chicago

DAI 800: Seminar in Design
Ralf Hotchkiss,
Whirlwind Wheelchair International
Dr. Shirl Buss, LSA Design

System Design
Whirlwind Wheelchair International
Ralf Hotchkiss

Courtesy of Prof. Martin Linder
iDo (Industrial Design Outreach Program)
Design Methodology:

International Student Design Competition
The “Focus”
Progressive designers are beginning to respond to
the demographic, environmental and economic
realities of the 21st Century. Designers, educators
and students should be encouraged to work and
function outside of their "comfort zone" or sphere
of influence.
The overall objectives of the student design
competition was to advocate designers, educators,
students and policy-makers to address the evolution
of inclusive and sustainable design in diverse cultures
and economies-of-scale.

Universal Design International Student Competition

How do we as design educators,
professionals and students move forward
in addressing the human-centered
process in creating empathy and
inspiring future designers quest in the
value of sensitive and inclusive solutions
in
Designing for a MajorityWorld?
Summary Discussion
College of Design
Kocimski Auditorium
February 4th, 2009

Creativity
Make change compelling to all the customers:
Cost
Performance
Environmental attributes
(The environmental and the cultural story)
Collaboration
Working as a part of the system of disciplines not apart from them
Consensus
“…the greatest good for the greatest number…”
Both Technical Innovation and Social Innovation
Sustaining Responsible Design Solutions through
Collaborative + Comprehensive Design Measures:
© JPKusz, Ltd. 2007Summary Discussion
College of Design
Kocimski Auditorium
February 4th, 2009

SMMPTanzania.webloc

Designing for Emerging Markets and Majority World

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