Design research in the field

Challenge

The rapidly evolving mobile phone market is spreading from first-tier and second-tier cities to more and more rural areas in China. A leading telecommunication and information technology company enlisted our help in identifying innovation strategies for products and services to fit the needs of rural workers, businesses and government. The client aimed to improve the quality of life and commerce in rural China. They strongly believed that their technology could do this, but were unsure as to how or where to focus their efforts.

Process

As part of our “observe, learn, ask and interact” working process, which we adhere to before giving guidance and strategic directions, we undertook an ethnographic study of how mobile communications and IT affects rural Chinese society. We focused our research on four segments of rural society: workers, government, business and home. This involved spending weeks in the countryside, observing, learning, and interacting with rural people and institutions.

Outcome

After gaining insight into why rural communities wanted IT, we concluded that there were three main areas our client should focus on delivering greater access to: education; market and medical information; and the job market. Users across all levels needed timely, reliable and customizable solutions.

Empowered with this understanding, we provided specific product innovation and design suggestions for future services and products that would have a meaningful impact on lives, businesses and government in rural areas across China.

Today the client is in the process of providing services in all three areas suggested by CBi.