Lab+3

__** Lab #3 - Human-Centred Design Case Study of Cellphones in Developing Countries **__

**1.** Jan Chipchase explores many parts of the world trying to understand how different countries/cultures use cell phones, how cell phones affect society, and what human needs are most important. Chipchase examines what is inside people’s pockets, hands, purses, bags, homes, etc. He does this in order to understand what is important to people in different social environments, and whether this knowledge can be applied to the marketing and sale of Nokia cell phones in those countries.

He states that the most popular items that people carry are keys, money, and phones. The reason for this is linked to survival. Keys provide access to shelter, while money is used to purchase food, and phones are used as recovery tools. This is important because they all support the lower needs within Maslow’s Hierarchy of Needs. He also discovered that certain cultures practice reverse engineering, taking a cell phone apart, finding out how it works, and putting it back together again. Cell phones are also used as ATM machines, allowing money to be passed from one individual to another.

The benefit of analyzing and defining the uses of cell phones in different cultures as part of Nokia’s marketing expansion is very important. It allows Nokia to understand what is important to cultures and how cell phones are used. Since a large majority of these countries are developing and industrializing nations, many people cannot afford to purchase a cell phone. Usability, needs, price, etc, are all factors that Nokia would want to take into consideration when expanding their cell phone market into these countries.


 * 2.** Microfinancing supports two key themes of sustainability: Achieving a Sustainable Economy and Promoting Good Governance.

Microfinancing supports “achieving a sustainable economy” by supporting stable economic growth, allowing those with little to no money to have access to “small loans.” This allows all people to have an opportunity to succeed. Also, people who are able to access financial services have a greater chance of finding help and escaping poverty.

Microfinancing supports “promoting good governance” because people are expected to pay back outstanding credit. If social governance is not present, people will have no obligation to pay back their loans. When dealing with those who have little to no money to begin with, it is imperative that an incentive/level of governance is present, in order for individuals to pay back lines of credit. Without this system microfinancing could not work.