Talk by Patrick Roupin, Kovent, at the STC India UX Conference on Saturday, August 27, 2011, conducted at WE School, Bangalore. https://sites.google.com/site/stcindiaux/speakers#Patrick

1. Social Trends
and Innovation
Patrick Roupin
Founder - Kovent
STC India Conference, August 27, 2011, Bangalore
Design Research . User Experience . Brand Strategy

2. Agenda
Kovent
Social trends:
• What is a social trend?
• What are the different type of trends?
• When to use trends in the design process?
• Are trends relevant for the emerging market?
• How to identify trends?
• How to create a design theme with trends?
Design Research . User Experience . Brand Strategy

3. Kovent
The aims of Kovent is to provides tools and process for
businesses to understand the context of emerging
markets, and generate new areas of development for
corporate and society.
We have completed projects in:
• Health care
• Social entrepreneurship
• FMCG
• Energy
• Consumer durables
Design Research . User Experience . Brand Strategy

4. What is a social trend?
A manifestation of need, desire and aspiration from the
consumer that has not been serviced or exploited.
Extreme sports in India
Design Research . User Experience . Brand Strategy

5. What are the different type of trends?
1. Macro trends 2. Consumer trends 3. Industry trends
Environmental Eco-friendly attitude Eco design, eco
Social Regionalism, conception, energy
Politic Individual freedom, saving, etc.
Economic etc.
Design Research . User Experience . Brand Strategy

6. What are the different type of trends?
Macro trends Consumer trends Industry trends
Affect everyone at Affect selected user groups Does not affect anyone
macro-level among selected market until they succeed on the
segments market
Advantage : Validating a Advantage : Find actionable Advantage : Know what
business vision from a insights on people behavior competitors may prepare
global perspective and attitude
Risk : It does not provides Risk : It can be Risk : Ending up in copying
tangible insights for UX unpredictable your competitor
design
Design Research . User Experience . Brand Strategy

7. What are the different type of trends?
1. Macro trends 2. Consumer trends 3. Industry trends
Macro trends and consumer trends influence industry trends
never the way back.
Design Research . User Experience . Brand Strategy

8. Business design methodology
A contextual innovation methodology especially developed for the
emerging markets trusted by clients from US, Africa and India for the
past 3 years.
User research Design thinking Implementation
• Understanding the • Respond to the user’s • Finding the right
user experience business collaborator
• Finding usage patterns • Create scenarios • Create a supply chain
• Gathering social • Reformulate the • Sustain the business
insights business model interest
Design Research . User Experience . Brand Strategy

9. Are social trends relevant in emerging markets?
Not, if they are utilized to create a BUZZ in the market.
Yes, if they support an holistic design theme
and presented in a working ecosystem.
Design Research . User Experience . Brand Strategy

10. Context of user research
What people do
Quantitative
Qualitative
Behavioral
In which direction How many
to innovate How much
Attitudinal
What people say
Design Research . User Experience . Brand Strategy

11. How to identify social trends?
Design Research . User Experience . Brand Strategy

12. How to identify social trends?
Interview
Modular interview questionnaire
Observation
Observation / Participative / video / picture / drawing, etc.
Validation
Emotion card / visual trends / theme discussion
Design Research . User Experience . Brand Strategy

13. How to create a design theme?
Information
clustering
Moon scraper
Visual mapping
Scrapbooking
Happy life!
Weekender
Design Research . User Experience . Brand Strategy

14. How to utilize a design theme?
Medical and social proximity in Africa
Design Research . User Experience . Brand Strategy

15. Social theme for India
North India consumer trends
Rural and semi-urban
South India consumer trends
Rural and semi-urban
India Insights – consumer trends
Urban
http://www.kovent.com/more.html
Design Research . User Experience . Brand Strategy

16. Contact
Patrick Roupin
Founder
Patrick.roupin@kovent.com
Tel: +91 916 405 76 86
Kovent Infotech Pvt. Ltd.
70/1B, First Floor, Hulimavu,
Bannerghatta Road,
Bangalore - 560 076
INDIA
www.kovent.com
Design Research . User Experience . Brand Strategy