From Anywhere and Anytime to Here and Now … Imagining the future of technology in culturally relevant contexts Ashwini Asokan : : Design Researcher : :

From Anywhere and Anytime

to Here and Now …Imagining the future of technology in culturally relevant contexts

Ashwini Asokan : : Design Researcher : : User Experience GroupDigital Home : : Intel Corporation : : [email protected]

From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts






Language

+ Different Culture= Weirdo / a misfit

Same Vocabulary


Language

+ Different Culture= Weirdo / a misfit

Same Vocabulary


Technology has finally come off age …

It’s now ubiquitous ….. Everywhere …

The world is now connected

Social networking = facebook, orkut, twitter

Quality video experience = HD

……


For those that don’t think so … They’re the developing countries – they’ll take a while

“It’s only a matter of time before they catch up”

The system is too complicated, they need to make it available to

everyone “They don’t have the infrastructure .. they wont know”

They’re not our market – of course they don’t find value in our

technologies “They can’t afford it … they wouldn’t know”


Goal

Not to dismiss any of those issues …. but

And while they are all important …

1998 2008 2018EMMM EMMMEMMM

Top 5 Established vs. Emerging: Middle &

Upper Class Populations

To look beyond those issues that have gated innovation and thinking in countries & cultures around the world for so long

To imagine the future of technology in culturally situated contexts in countries around the world


What if I said …

EM

MM

Top 5 Emerging vs. Mature: PC Households

In the Emerging Markets there are 153M HHs that can afford a PC today, have members that have used it at some point but do not desire one

Own PC Desire PC Neither own nor Desire PC

A tech as it exists today – is available everywhere but neither adds value nor is of interest to its consumers ….

Is it still ubiquitous?


What if I said …

It’s not as important to have internet access as it is to have access to internet content …

How is that being done today without everywhere computing?

HD is not most important in defining quality of an experience with content …. Access to content & context of consumption does …

Does that mean the people saying this don’t count as part of a TV market?


Is a technology truly ubiquitous until it’s culturally situated in contexts around the world (their cultures, communities … ) ??!?


Meet Eish … (photos removed – legal reasons)

“Terrace. It’s peaceful. Sitting with the kids and playing with them. The photo my brother took and me and the kids are playing there. Being with the kids and having fun is having a calm mind and a fulfilled heart. “


Meet Ling … (photos removed – legal reasons)


Defining value …Something that …

Creates IdentityBuilds & helps project ImageGets access to people, communitiesGives me powerMakes me a key influential node in a large networkTranslates chance encounters into opportunitiesMediates the shared & the privateGives my family what I could never dream of havingKeeps me moving constantly from class to class … upwards ..

In the context of the culture that I am in …


Glimpses from around the world …


Know your language before you design … Defining the vocabulary

mapping out the culture,its value systems, beliefs, context & meanings of relevant activities

Defining the grammarshow these come together with designmovement / interaction, communication

Speaking the language … defining the product strategy / servicesworking with local ecosystem


From Globalization to Localization

Achieving true ubiquity through situated applications of our technologies that have the power to change the way we think & innovate


We will get there when we know ….

When most things including space in a home are shared, when privacy is viewed as a negative thing & when you have multiple social networks – how does one mediate access to technology or their content?

How can social networking help enable physically collocated social networks to create new opportunities & experiences with each other?

What does it mean for design to support and proliferate local language interfaces and content? What happens to the internet then? And to the new illiterate middle classes?

How do we work with local organizations, industries, govt. & other infrastructures in countries around the world to create new experiences – especially with abundant constraints?

Do we understand the risks of us & our companies becoming mere providers of tools and processes to companies around the world … instead of bringing on a new meaning to innovation that can enable localized culturally relevant experiences?


Thank You!

Questions

From Anywhere and Anytime to Here and Now … Imagining the future of technology in culturally relevant contexts Ashwini Asokan : : Design Researcher : :

Documents

relevant contexts technology

future of technology

world slide

relevant contexts language

relevant contexts glimpses

relevant contexts goal

hd slide

misfitsame vocabulary