Design Opportunities in India

INDIA

DESIGN
OPPORTUNITIES AND CHALLENGES

Ravi Mokashi Punekar
Indian Institute of Technology Guwahati / /Dept. Of Design / India

CENSUS OF INDIA SURVEY 2001


POWER LESS!


POPULATION OUTBURST


INDIA 2010 …
 8 % Average GDP Growth
 Vibrant and fastest growing
Free Market Democracy
 Spirit of enterprise
 Rising incomes and Booming
markets
 Young population driving
demand
 Improved image for products
Ravi Mokashi Punekar and services from India

VIBRANT DEMOCRACY
• A remarkable Constitution, • A billion people, speak 18
well developed democratic different languages, worship
institutions different Gods, and
• An independent judiciary. celebrate different festivals
• An alert free media and • Electoral process involves
• Active non-government 670 million voters, requiring
organizations 4.5 million election
officials. Electronic voting
• Fiercely independent press machines ensure paperless
comprising 5000 dailies, voting, saving 8000 tonnes
16000 weeklies, 6000 of paper and several
fortnightlies, radio and TV thousand trees.
channels • Source: www.ibef.org


INDIA’s DEVELOPMENT FOCUS
• Infrastructure development • Upgradation and
• Information Technology modernization of 114
• Transport international and national
airports to handle 100
• Over 45000 kms of new million passengers anually
highways by 2015 by 2014
• Over 90,000 MW of power • Indian Railways passenger
generation capacity carrying capacity to touch
• Over 250 million telecom 9000 million per annum by
subscribers by 2010 2014.
• 1000 million tonnes of
cargo handling capacity • Source: www.ibef.org


CHANGING ROLE OF DESIGN
IN THE COMPETITIVE ENVIRONMENT

 Globalising India - from protection to competition
 Threat of imports to Indian industry
 Limited presence of Indian brands to take on transnational /
multinational brands’ competition
 New Developments: Designs Act 2000
Patents Act (Amendment) 1999
Intellectual Property Rights Regime

 Strategies to strengthen industry In the global marketplace
 Manufacturing Driven by Labour costs or Productivity
 Technology Driving human choices globally
 Quality International bench marks


INDIAN CONSUMER
THE NEW VALUE
The new value Indian middle class consumer
has become more conscious about design &
Quality of life
through better products


Design and Sustainability
Challenges and Opportunities

Minimising Resources
Choosing Low Impact Resources
Optimising Product Life
Extending Material Life
Simplifying Disassembly


Design and Sustainability
Challenges and Opportunities

Minimising Resources
minimizing material consumption
minimising energy consumption


New Design Methods


New Design Methods: Introduction

Natural science paradigm to the humanities paradigm
Digitalization in the 1990s.
Design concepts for hardware and software required empirical testing

Relevance of Alexander's Pattern Language

The linearity of design processes was abandoned. (problem - analysis -
solution)

The focus shifted to the stratified nature of users' needs and interests


Mind Mapping

Most radical departure from linear or diverse feedback mechanisms.
Developed by Tony Buzan in the 1970s (Buzan 1991, 2002).
Designed to assist in structuring problems, product development, and process
planning.

When linear thinking is abandoned, intuitive leaps and innovative ideas and
products often result.

The interactive nature of this method provides for extremely versatile problem
descriptions and thus holds great potential for innovation.


The Scenario Technique

In the field of project and product planning, the hypothetical sequence of
events constructed to take into account causal connections.

E.g.

- How will people live in the future?
- Which products for the future way of life?
- How and where will these be produced?
- How will the sale of these products be changed (by new technologies)?


Mood Charts

To visualize the life-worlds of users (their mood).

The market fields in which companies are active.

Then serves as the context for the work of design.

Useful for internal communication


mood charts

Empirical Methods

At the decline of postmodernism, design could not rely on creative or clever
designs.

Companies wanted (and had) to be certain long before launching new
products that these would find acceptance among potential customers. The
processes developed for this purpose are finding increasing application for
both products (hardware) and software (interfaces).


Target Group Determination through
Milieus
Traditional socio-demographic characteristics (age, education, gender,
income, and place of residence) have become largely irrelevant, so now the
point is to determine and categorize the habits of the target groups (which
indeed run along different lines than classical characteristics).

In his work of cultural sociology, Erlebniswelten (Worlds of Experience),
Gerhard Schulze (1992) combined such life-worlds into what he called
"milieus."


Product Clinics
Product Clinics
Method is to present new products to a series of test subjects (potential buyers)

To question them from various perspectives.

This can be done using sketches or renderings, preliminary or final models,
computer-simulated models, or even prototypes.

The questions scientifically designed so that the results can be verified and
compared.

Product clinics can produce reliable results using even relatively small random
samples (of five to eight subjects).

Designs must be judged in their respective (future) contexts.


Product
Clinics


NID Non-Intentional Design

The Cologne-based design professor Uta Brandes (1999, 2000)
pursues a completely different kind of empiricism, investigating
the question of how products are actually used after they have
been purchased.

Things do not actually receive their real meaning until they are
used.


Collaborative Design

collaborative design,

co-creation,

codesign,

participatory design.



In Norway, Sweden and Denmark, the Collective Resource Approach was
established to increase the value of industrial production by engaging
workers in the development of new systems for the workplace.

Eric von Hippel (2005) works with “lead users” in co-creative activities. Lead
users are people who have already explored innovative ways to get things
done and who are willing to share their approaches with others.



“The meaning of value and the process of value creation are rapidly shifting
from a product- and firm-centric view to personalized consumer experiences.
Informed, networked, empowered and active consumers are increasingly co-
creating value with the firm.” (Prahalad and Ramaswamy, 2004).

Jungk’s observation that “participation at the moment of idea generation”
and “participation at the moment of decision” is gaining in interest.


EMERGING TRENDS IN DESIGN RESEARCH Elizabeth B.-N. Sanders, Ph.D.
changes over time in the landscape ofMokashi Punekar Peter Kwok Chan, Ph.D.
Ravi design research
Department of Industrial, Interior and Visual
Indian Institute of Technology Guwahati / /Dept. Of Design / India Communication Design, The Ohio State University,
Columbus, Ohio, USA.

DIVERSITY AND DESIGN
Design at IIT Guwahati


Design Opportunities in India

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