This is a talk for What Design Can Do conference in Amsterdam, the Netherlands in 2012. It is based on one case study : a project on developing the native Indian language text input system for touch-screen mobile phones while I was leading Nokia Research Centre in Bangalore, 2010-2011. With special thanks to Dhaval Joshi, Vijay Narayana-Saroja, Deepak Desai, Niharika Hariharan, Pankaj Nathani, Raj Rath, Amaresh Tripathi, Sanya Khanna, Kongqiao Wang, and Zhen Liu.