Low Cost Smartphone Usage in Emerging Markets

Recently STBY completed a research project on the usages of the new generation of low cost smartphones. The study was based in India and we worked with our REACH partner Quicksand, who are based in New Delhi and Bangalore.

The fieldwork was conducted through in-depth interviews within the context of the participants’ daily lives, capturing their individual stories about their phone use. We created a rich set of design documentaries, to be used as inspiration for the client’s in-house design team. This approach allows culturally-specific local influences to be preserved and examined within the films, whilst also ensuring the consistency of data needed for potential future cross-regional analysis.

Low cost smartphone usage1

Initial analysis of the fieldwork in a workshop with the client team identified new insights into emerging behaviours of consumers in connection to low cost smartphones usage, some of which were relatable to previous insights from studies in other markets, such as China, Russia and Europe. The insights were then synthesised into an illustrated report to communicate the main findings to a wider range of internal stakeholders, accompanied with initial recommendations for design.

The results of the study work as inspiration for developing ideas, concepts and strategies by the client team. STBY’s extensive experience in designing and conducting collaborative design research projects was key in making sure this project took place in a co-creative and international setting.

Co-creating neighbourhood participation

How to step up from the occasional neighborhood consultation to more ongoing neighborhood participation as part of a public space design project? This was the challenge…

Towards better digital inclusion

Approximately 2,5 million people in the Netherlands still experience difficulties while using digital devices such as computers, smartphones or tablets (Stichting…

Learning by doing

The best way to learn a new skill or a new way of working is to actually do it. This does not mean however that you have to start from scratch and figure everything out by…

Exploring Remote Teamwork

Over the past decade, as more digital tools have become available for remote collaboration, and more organisations have embraced flexible working, teamworkers…

Global online learning

The Reach Network of professionals in design and innovation has brought its seasoned practitioners from around the world together to create 5 masterclasses on

Exploring listening experiences

Stations, the new app introduced by Spotify in the US, offers a radio-like listening experience for users who don’t tend to curate their own playlists and listen …

Speculative design with MSF

In collaboration with our Indian REACH partner Quicksand, we helped Medecins Sans Frontieres (MSF) to rethink their role as a global organisation within the future…

Collaborative R&D Labs

What Design Can Do and STBY have recently tried out a new format for bringing professionals together to develop their thinking and practices around complex societal…

Supporting the energy transition

As part of a large scale national program to transition the use of energy in the Netherlands from natural gas to electricity, the Dutch government is eager to learn…