Nokia Talk - Values in technology design and use: ethnography's contribution
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Transcript of Nokia Talk - Values in technology design and use: ethnography's contribution
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Tricia Wang | www.triciawang.comValues in technology design and use: ethnography's contribution | June 9, 2010 IDEA Team | Nokia Research Center, Palo Alto
FarmVille Inventive leisure practices
Nokia’s Mexican and NorthAmerican Market
My Research in China!
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How do onl ine casual games suppor t less-meaningfu l soc ia l t ies?
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Stronger social ties
Less meaningful social ties
Not all ties are equalwe know this, but our technologies don’t!
How can mobile devices be designed in such a way that it enables users to effortlessly engage with various degrees of social ties?
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Why casual games such as Farmville are appealing
easy enough to want to learn, difficult enough to easily learn
offers a form of low stake engagement with contacts
people like to share - practicing reciprocity
balances incentive motivated play and ethic motivated play
structured play
Practicing socialness: activities that map onto familiar social interactions (reciprocity, giving, work-time management, budget rationalization and etc.)
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How do members of hacking communi t ies make sense of the i r pract ices?
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Hacker ethic
Information should be free
Computers and free-information improves quality of life
Computer access should be free
Mistrust of any form of authority decentralization
Information should be shared
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Users as creators, consumers as producers
Knowledge sharing as a form of gifting
Hacking as productive sites of leisure and innovation
What are the major commonalities among hacking communities?
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I conducted 3 years of research in a migrant sending community in Oaxaca, Mexico
Remittances: migrants in the US send a portion of their income to their families in Mexico
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How can Nokia strengthen its South American market?
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Nokia has a strong brand in Mexicocross promotion with local operators
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Nokia already has an American Market(it just doesn’t know it yet!)
user needs
•Cellphone 24/7•Remittances•Constant cross-border connection with family•Protect documentation status•babysitting
Design features
•secure financial transactions•ubiquitous communication•gaming to support transnational communication•Family friendly cellphone
user profile
•Relatively young•Low-income•Have families•Little education•Varying identification•No insurance
statistics
•10.6 million migrants from Mexico living in the US (projected to be 22.2 million in 2050)•6 – 7 million undocumented•500,000 undocumented arrive each year
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Strategy
Design awesome and affordable phones for low-income users
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Where do we start?
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East Palo Alto!
East Palo Alto
16.2% of residents have income below the poverty line (CA 14.2%)
$54,115 median household income(CA $61,021)
Palo Alto
4.8% of residents with income below the poverty line (CA 14.2%)
$108,020 median household income(CA $61,021)
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Moving to China for 1 year of fieldwork!
Rural to urban migrants families, cellphones, internet cafes, consumption
Education/schools
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clash in values
tech failures as a result of differing values
cultural values on transparency of social connections
How values are designed into technologies
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1. gaming, leisure 3. social connections
2. value clashes 4. communication needs
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1. gaming, leisure 3. social connections
2. value clashes 4. communication needs
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1. gaming, leisure 3. social connections
4. communication needs2. value clashes
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access to information
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Hacker ethic
Information should be free
Computers and free-information improves quality of life
Computer access should be free
Mistrust of any form of authority decentralization
Information should be shared
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20th-21st
century17th-18th
century
The Enlightenment
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Confucianism
20th-21st
century17th-18th
century200 BCE
The Enlightenment
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How can technology be designed in such a way that is sensitive to value(s)?
What values do people bring to the table as users, consumers or citizens of these
technologically mediated spaces?
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1. gaming, leisure
4. communication needs
3. social connections
2. value clashes
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Address Book Model
Social network model
Experience model
Nokia moving from hardware to softwareCultural orientations towards services & solution
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EXPLICIT
United States
IMPLICIT
China
Cultural orientation towardssocial connections/guanxi
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guanxi
China
How can services/apps be designed for communities with alternative orientations towards transparency?
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1. gaming, leisure 3. social connections
4. communication needs2. value clashes
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How can Nokia design technologies that respond to differing communication paradigms?
China - QQ messenger US - Gmail
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Thank you Nokia!
See you all in 2012 when I return from my fieldwork!
www.triciawang.com