“Les responsables d’innovation continuent de rechercher la manière la plus efficace de marrier Design et Technologie.”

Paris 2.0

“So what’s next for technology and design? A lot less thinking about technology for technology’s sake, and a lot more thinking about design. Art humanises technology and makes it understandable. Design is needed to make sense of information overload. It is why art and design will rise in importance during this century as we try to make sense of all the possibilities that digital technology now affords.”

John MaedaPresident, RISDHuffington Post - 21 September 2009

“Technology is anthropology. It’s not the gear, it’s the people.”

Jose Antonio VergasTechnology and Innovations EditorHuffington Post - 21 September 2009

Awa Diallo,head of household[Senegal]

Mamadou Diallo,community leader[Senegal]

Bethlehem Mlungwana,community leader[South Africa]

Mzwonke Mayekiso,community leader [South Africa]

Mankumkwane Dyanose, community leader [South Africa]

Alma Mbandla,head of household[South Africa]

Endurance, reliability Since the mobile phone is perceived as a long-term investment like a car, it is repaired rather than replaced, and used for a much longer period of time by each owner.

Informal repair culture

The cost and ubiquity of mobile phones have given rise to an entirely new profession and culture - the mobile phone repairman, who builds a reputation based on his innate technical ability to solve challenges and repair phones..

Loss of investment

High unemployment, instability and other factors lead to high crime rates. Phones are easy to steal and dispose. Everyone has either lost a phone or been robbed of their phone.

Sharing and communityAfrican communities are closely knit based on a variety of factors such as tribal affiliation and loyalty - often greater than that to a nation, extended family networks, social and religious affiliation leading to greater communal sharing and support of the aged, the young and the infirm.

Learning

Since the mobile phone is often the first ICT device for the majority of the lower income groups in Africa, it’s their first introduction to technology.The mobile is becoming a powerful platform for the dissemination of knowledge.

Emerging market research - SamsungExperientia concluded various extensive research projects on mobile phone use in the African emerging market for Samsung.

The project covered both qualitative ethnographic research and initial design concept development, as well as foresight recommendations to influence the companies' medium-term strategies.

Our approach Understand

Foresight

Concept generation

Understanding driven designExperientia activities:

understand local and mobile phone culture

observe user activities and situations

help influence design strategy for mobile handsets conceptualize over 40 product, interface and service ideas define 5 opportunity spaces

Result: Samsung released several dedicated devices and applications at

Barcelona GSMA’09 and in emerging markets

Our approach Understand

Foresight

Concept generation

1000 ideasResearch & Development

From 1000 ideas to 1 productSupporting new product development from its initial stages

Focus on improving the user experience

Experience prototyping to validate market chances

Utilizing usability methods for prototype positioning and evaluation

Accademy Companies

100 opportunities

5 alternatives

1 product/service

Experience prototyping

Design

Venture capital

multitude of experiencesUsability

test

Research & Development

Our Team

Camilla Masala [service designer]

Claudia Weedermann [interaction designer]

Cristina Lobnik [project manager]

Elena Gianni [designer & flash developer]

Erin O’Loughlin [editor]

Francesca Labrini [communication designer]

Giovanni Buono [usability consultant]

Giulia Stefani [user experience consultant]

Helena Kraus [researcher]

Irene Cassarino [senior researcher]

Jan-Christoph Zoels [partner, experience design]

Laura Polazzi [senior user experience researcher]

Luca Troisi [industrial designer]

Magda Passarella [administration assistant]

Manlio Cavallaro [administration manager]

Mark Vanderbeeken [partner, strategic communications]

Michele Giannasi [project manager]

Michele Visciola [partner and president, human factors and usability]

Miguel Cabanzo [interaction designer]

Paola Sales [user experience consultant]

Piermaria Cosina [designer & flash developer]

Pierpaolo Perotto [partner and CEO, strategic business consulting]

Raffaella Citterio [service designer]

Rocio Tobon [strategic designer]

Shadi Lahham [interaction designer & senior developer]

Silvana Rosso [office manager]

Sofia Shores [project support]

Tal Drori [senior designer]

Takumi Yoshida [industrial designer]

Yaniv Steiner [director, R&D]

Experientia s.r.l.Via Cesare Battisti 15

10123 Torino

Italy

T+39 011 812 9687

info@experientia.com

www.experientia.com