Designing for the Next Billion Users - Harini Karthik - Tech Circus
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Designing for the Next Billion Users - Harini Karthik
Global Internet Users 9% YoY 2016 Internet Trends Report //KCPB wikipedia/commons/1/17/BlankMap-World-noborders.png
Emerging And Growth Leading Economies RUSSIA TURKEY CHINA MEXICO BRAZIL INDIA INDONESIA SOUTH AFRICA 2010 BBVA Research Oct 2018 Zacks Research
Internet Penetration in India 829 Million 730 Million 620 Million 500 475 Million Million 405 Million 342 Million 40 100 Million Million 2006 2010 2015 2016 2017 2018 2019 2020 2021 Internet penetration in India by ultraxart.com Based on the data from Govt,IAMAI & CISCO
Digital Age: Change in Progression of how digital services are used First wave of internet users - computers to mobile form factors f Journey of Next Billion Users - Mobile First f
Market share of Mobile OS Can you guess the 2nd largest ? 1st Largest
2nd Largest Market share of Mobile OS in India at 17.5%
at 17.5%
Look’s like Massive opportunity at an inflection point
3,000 Online retail spending 2337 2,000 1862 Highest growth in online spending 1099 across major 1,000 economies 372 224 161 0 US China Japan Brazil India Mexico Online Sales CAGR 14% 35% 5% 7% 70% 14% (2012- 2017) Total e-com retail sales $459B $935B $86B $17B $20B $3B (2017) Omidyar, Unlocking Digital for Bharat Bain & Company, Google, Omidyar Network
Let’s try to understand the reality better
Understanding Next Billion Quantitative Logged Qualitative Focussing on Behaviour demographics, mobile Deep-dive into Track, analyse and usage, internet usage, specific themes understand the unique shopping behaviour first time visitors and payments Profile 5000 respondents Access Journey 20 cities, 4 zones Awareness Purchases 100 Questions Trust Spends 1500 Variables Assistance
1. Cost
Mobile is the first & the only device to access internet Flipkart Research
2. Complexity
Phone is a social device Often shared among family members Flipkart Research
Storage is always limited and precious There is a constant struggle to optimise Decision to install new app is based on need and frequency. There is a tendency to delete shopping apps post purchase. Constant need to clear Whatsapp media but the WhatsApp is a primary need :) Flipkart Research
3. Connectivity
Network connectivity is patchy and inconsistent >95% are on pre-paid and use 2 or more SIM cards Peeping outside window with phone is the work around usually used :) Flipkart Research
So What do we do?
Guide. Minimise. Advise. put in different slides for each of these
Guide Guided navigation Repeat interactions that they have already learnt Growing base of Native Language users - Transliteration and Translate? Image courtesy: Liam Montier, 10 March 2018, tricktastic.com
When is the last time that you keyed in your login credentials in Whats app? Image courtesy: stackoverflow.com
Lost I Confused I Unsure Unclear I Perplexed Image courtesy: agadaenergyhealing.com
What are we doing at Flipkart?
Go Literal instead of Abstract
Guide: Be a friend people seek 6 Kg, 8 kg, 10 Kg, 12 Kg don’t mean anything? Replicate offline model of providing exact information Single/Couple - 6 Kg Family of 3 - 8 Kg Family of 4 - 10 Kg Larger families - 12 Kg
Advise: Bring clarity
Advise: Bring clarity
While at it…
Build Test Repeat…
That’s all folks!
REFERENCE https://economictimes.indiatimes.com/industry/services/retail/what-to-expect-from-ecommerce-in-emerging-markets-by-2022/ articleshow/66101479.cms?from=mdr https://www.shopify.in/partners/blog/next-billion-users https://www.zacks.com/stock/news/331660/ecommerce-is-on-the-rise-in-emerging-markets https://en.wikipedia.org/wiki/Emerging_and_growth-leading_economies https://www.shopify.in/partners/blog/next-billion-users https://www.freepik.com/free-icon/search_788138.htm https://www.pngfly.com/png-gwsabx/download.html https://www.shareicon.net/ https://www.facepixelizer.com/ https://seekingalpha.com/article/4234708-emerging-markets-ecommerce-expected-increase https://economictimes.indiatimes.com/industry/services/retail/what-to-expect-from-ecommerce-in-emerging-markets-by-2022/ articleshow/66101479.cms?from=mdr (slide 3 notes) http://ultraxart.com/internet-penetration-in-india-2018-infographics/ (slide 4) #io18 Challenges and learnings of building for the next billion users (Google I/O '18)
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