AFRICAN SERVICE DESIGN
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The document discusses multi-channel service design for Africa. It notes that Africa is undergoing a technology renaissance as the population becomes more technologically inclined. It provides statistics on technology penetration in Africa, including high mobile phone usage but low internet connectivity and smartphone adoption. The document advocates for a multi-channel approach to service design in Africa to expand reach through radio, SMS, web, and other channels. It also emphasizes the importance of understanding local context and culture when designing technologies for Africa.
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AFRICAN SERVICE DESIGN
- 1. ! MULTI-CHANNEL SERVICE DESIGN,! THE AFRICAN WAY! FRANCO PAPESCHI X IA SUMMIT 2012! #UXAfrica!
- 2. ! FRANCO PAPESCHI! @bobbywatson! ! ! ! ! ! ! 2
- 3. #UXAfrica! “ Africa is undergoing a technology renaissance. More than ever before, the “ population is becoming more technologically- inclined, more web-dependent. Forbes – July 2011 3
- 4. DIFFERENT?! 4
- 5. #UXAfrica! GDP % growth (Sub-Saharian Africa, European Union, USA)! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Source: The World Bank, March 2012! 5
- 6. #UXAfrica! ICT penetration in Africa! 60! 53! 50! Per 100 inhabitants! 45.2! Mobile cellular subscriptions! 40! 38! Internet users! 32.4! 30! Fixed telephone 23.5! lines! 20! 17.9! Households with a computer! 12.4! 11.3! 12.8! 10! 9.5! 6.4! 5.6! 6.3! 7.1! 7.9! 3.3! 4! 3.8! 3! 0! 2.4! 1.5! 1.5! 1.5! 1.5! 1.6! 1.5! 1.4! 2005! 2006! 2007! 2008! 2009! 2010! 2011! Source: ITU, Nov 2011! 6
- 7. #UXAfrica! SMARTPHONES penetration! ! 5%! ! ! ! ! ! And 25% feature phones! ! ! ! ! ! ! Source: Balancing Act 2011! !
- 8. #UXAfrica! SMARTPHONES in 3-5 years?! ! 15%! ! ! ! ! ! And 35% feature phones! ! ! ! ! ! ! Source: Balancing Act 2011! !
- 9. #UXAfrica! MOBILE penetration by manufacturer! Sources: AdMob 2010! 9
- 12. #UXAfrica! 12
- 13. #UXAfrica! Languages spoken! ! 2000 – 3000! ! of 6 families! ! ! ! ! ! ! ! ! ! Sources: Wikipedia! 13 !
- 14. #UXAfrica! Adult LITERACY RATE! ! 63%! ! ! ! ! ! And ! 70% among 15-24 females! 79% among 15-24 males! ! ! ! ! Sources: UN 2009! !
- 15. SMS usage in rural areas of Gambia! ! 4%! ! ! ! ! ! And 69% in urban areas! ! ! ! ! ! ! Sources: ICT4D blog 2011! !
- 16. IN PRACTICE?! 16
- 17. DUMBPHONES FOR SMART PEOPLE!
- 18. PHONE NUMBER = OWNERSHIP!
- 19. MOBILITY AS A WAY OF LIFE!
- 20. RADIOS, KEY CHANNEL IN RURAL REGIONS! 20
- 21. FIXABLE = ETERNAL! 21
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- 28. LET’S TALK ! MULTI-CHANNEL! 28
- 29. AGRICULTURE! 29
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- 31. GIVE PRICE! SEE PRICE! MANAGE STOCK! $! $! FARMER! BUYER! TRADER! $! AGENT! TRADER! BIG FARMER! FARMER! 31
- 32. $! $! BUYER! FARMER! BIG FARMER! TRADER! AGENT! • See Price! • See Price! • See Price! • See Price! • See Price! ! • Give Price! • Give price! • Give Price! • Give Price! • Trends! ! • Trends! • Trends! • Trends! ! ! • Stock! • Stock ! ! ! ! • Flow! ! • CRM! ! ! 32
- 33. $! $! BUYER! FARMER! BIG FARMER! TRADER! AGENT! News News www www www 33
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- 41. MULTI-CHANNEL AS A WAY TO… ! EXPAND AUDIENCE! ! DIVIDE SERVICE IN 'SMALL DOSES’! ! TEST NEW FEATURES IN EACH CHANNEL! ! AGENTS BECOME GATHER / DIFFUSION CHANNEL! ! 41
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- 43. CONTEXTUAL INQUIRIES! 43
- 44. TECHNOLOGY PROBES! 44
- 45. ! 45
- 46. ! ! ! MAGIC # LISTEN TO # GIVE PRICE! HAPPENS! PRICES! $! FARMER! BUYER! $! TRADER! AGENT! FARMERS! 46
- 47. http://bit.ly/radiomarche! 47
- 48. MULTI-CHANNEL AS A WAY TO… ! SHOW THAT WE DON’T NEED NO SMSs! ! WEB ♥ AUDIO! ! CREATE TRUST (THROUGH CUSTOMISATION OF VOICES)! ! PRIORITISE COMMUNITY OVER TECHNOLOGY! ! ! ! 48
- 49. QUESTIONS ! FOR YOUR NEW PROJECTS! 49
- 50. What channels are likely to # expand / shrink your audience? ! 1 50
- 51. 2 Can you divide your service in 'small doses' that are flat, combinable?! 51
- 52. 3 How do you facilitate contribution? ! 52
- 53. 4 How do you increase trust in the service and in way information is delivered? ! 53
- 54. 5 What is the consequence of your ! workflow on your design? ! 54
- 55. How does your channel strategy # change your business model?! 6 55
- 56. TECHNOLOGY SHAPES CULTURE! CULTURE SHAPES TECHNOLOGY! ! FOSTER BOTH DIRECTIONS! 56
- 57. THANKS!! !FRANCO PAPESCHI! !franco.papeschi@webfoundation.org | @bobbywatson! ! ! ! ! ! 57 !
- 58. Picture / chart ! Attribution! Link ! Africa – technology reinassence! Forbes. July 2011! http://www.forbes.com/sites/mfonobongnsehe/2011/04/07/why-africa-may-never-produce-a- facebook-groupon-zynga-or-google/! ICT Penetration in Africa! © ITU! http://www.itu.int/ITU-D/ict/statistics/at_glance/KeyTelecom.html ! Smartphone penetration in Africa! © Balancing Act! http://www.balancingact-africa.com/reports/telecoms-and-interne/mobile-apps-for-afri ! Africa – compared map! CC BY! http://static02.mediaite.com/geekosystem/uploads/2010/10/true-size-of-africa.jpg ! Africa – Internet connectivity! CC BY ! http://www.flickr.com/photos/ssong/6220166808/! GDP % growth ! © World Bank! http://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG/countries/ZG-EU-US? display=graph! Mobile Penetration by manufacturer! © Afrographique! http://afrographique.tumblr.com/post/5223877872/an-infographic-depicting-mobile-devices- by-brand! Adult literacy rate! United Nations! http://data.un.org/Data.aspx?q=literacy+rates+africa&d=SOWC&f=inID%3a74%3bcrID %3a1%2c12%2c13%2c14%2c65%2c8 ! SMS usage in Gambia! http://ict4dblog.wordpress.com/2011/01/30/mobile-phone-use-in-west-africa-gambian- statistics/ ! Fixable= eternal! CC BY! Giovanni Innella! MXIT! © Mxit! www.mxit.com! Ushahidi! © Ushahidi! www.ushahidi.org! Radio Marche’! CC BY! Web Foundation / Sahel Eco / VUA! Moving money! CC BY NC SA 2.0! http://www.flickr.com/photos/guuleed/253458330/!