Design for Cultural Relevance
Support existing needs, values, networks and experiences.
Cultivate Accurate Mental Models
Design interactions that do not rely on western conventions and metaphors. The system should rely on organization principles, communication methods and iconic representations that are relevant to local experience. Recognize the cultural norms of verbal communication and spatial memory.
Evolve a Known Technological Experience
Create a solution which builds on experience with culturally familiar objects: cars, radios, calculators, televisions and bicycles instead of computers, websites and video games. Explore direct feedback, single-button functions and mechanical clarity.
Emphasize Local Adoption Styles
Create technology and interfaces that can match how people live; India is not discreet or quiet so a solution should be vibrant and expressive of Indian society, culture, religion and way of life. It should also assume the mobile devices are shared and that conversations may involve many people speaking to many, rather than one to one conversations on a personal device.
Niti Bhan focuses on offering strategic insight for growth opportunities and revenue generation in the rapidly evolving interstitial space between design and business. Her 15 years of experience include employers such McCann Erickson Worldwide, Hewlett Packard India, The Second City and most recently, the Institute of Design. She is an engineer and an MBA whose most significant achievement in the field of design has been dropping out of two graduate design programs on two continents in two centuries - the National Institute of Design, Ahmedabad and the Institute of Design, Chicago. Her areas of interest are business intelligence and trends, business strategy as well as creating a compelling user case for design as force for increasing value.