The Next Billion users and the rise of Irrational Design
summary
Classroom exercise finds students propose coupling Intel's TrailGuard with armed drones to kill poachers, sparking an empathy gap argument and ethical warning. Cites concrete facts: 85% clinical trial patients are white middle‑class men, 1.7 billion unbanked, and ~one billion living in informal settlements that double by 2030. Offers actionable design shifts: treat entertainment as essential, make subscriptions pay‑as‑you‑earn, build friction into fintech, and design for aspiration (e.g. Shenzhen gold phones outselling utilitarian knockoffs).
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chapters (8)
- 0:00The empathy gap in design
- 2:35Designing for the majority
- 4:26Understanding the target user
- 6:51Rethinking design frameworks
- 8:54The 5F design approach
- 16:57The role of friction
- 19:39Fabulousness and dignity
- 23:15Humanizing future design
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