Inclusive design Principles for innovating in emerging markets

1. Inclusive designPrinciples for innovating in emerging markets Phillip Joe Daniel Makoski UX manager Lead UX designer Windows New Business and Products Group Microsoft Corporation 18th July 2006

2. Inclusive design This slide deck • Microsoft and emerging markets • Windows New Business and Products Group • NBPG user experience team • A working set of design principles • User research and design process

3. Inclusive design This slide deck • Microsoft and emerging markets • Windows New Business and Products Group • NBPG user experience team • A working set of design principles • User research and design process User centered design Inclusive design

4. Microsoft and Emerging MarketsA business imperative for the company • … 50 percent of the growth in the PC market is now in emerging markets. And of that growth, 80 percent of it is happening in Brazil, Russia, and ChinaWill Poole, VP Market Expansion Group • Doing the right thing for Emerging Markets requires nothing less than a transformation within our companyMitra Azizirad, VP Emerging Segments Market Development • More than 20 product groups at Microsoft have an emerging markets initiative

5. New Business and Products GroupWindows Market Expansion Group • About developing relevant products as much as developing commercial markets Doing well by doing good • Windows NBPG is both an incubation and shipping product group • User experience team of user researchers and designers

6. New Business and Products GroupShipping products • Microsoft Windows® XP Starter EditionA more affordable, localized operating system that incorporates the basic features a beginning user needs • Microsoft FlexGoTMPay-as-you-go personal computing enabling more flexible PC purchasing options for customers • Microsoft Shared Computer Toolkit for Windows® XP Software tools for shared computers in schools, libraries, Internet cafes, and other public places

7. New Business and Products GroupUser experience team • Young, naïve and enthusiastic A balanced team of user researchers and designers • An in-situ process How do we design out of offices in Redmond, WA? We try not to - we send our researchers and designers out to the real world • A working set of design principlesA loose and dynamic set of values and principles which informs our user centered design approach

8. NBPG user experienceWorking set of design principles • Market evolution and design evolution ExperimentationProducts Localization Use Adaptation Context Generation Participation Innovation Partnership MARKET DESIGN

9. NBPG user experienceWorking set of design principles • Market evolution and design evolution ExperimentationDesign Localization Human centered design Adaptation Experience design Generation Participatory design Innovation Co-design MARKET DESIGN

10. NBPG user experienceWorking set of design principles • Inclusive design • Targeting segments that have been traditionally excluded from the global landscape • Designing with and from within target markets, instead of for them • Moving from global ‘top of the pyramid’ strategies to ‘middle and base of the pyramid’ strategies • A focus on improving lives versus increasing possessions

11. NBPG user experienceWorking set of design principles INCLUSIVEAUTHENTIC Directly involve individuals, Address genuine human needs communities and geographies whilst aligning with Microsoft in our design process competencies and strengths PROGRESSIVEIMPACTFUL Fundamentally improve Take on important challenges on people’s lives through technical, a global scale with solutions which business and design innovation resonate with diverse audiences INSPIREDINTEGRITY Translate inspiration from people’s Aim for the highest standards daily lives into solutions that, of creative, business and technical in turn, deeply inspire excellence

12. NBPG user experienceWorking set of design principles • A user-centered in-situ processEthnographic research, design research, usability testing

20. © 2006 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.