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Designing

for a special

target group

Factory workers in Asia; India and China

What does Sustify do?

Sustify helps to improve compliance with social and environmental standards by educating the workforce by means of an interactive, gamified learning app.

 

By creating a fully digital integrated sustainability-training program, Sustify is addressing the customers’ supply chain to increase social and environmental compliance.

Who is the  training progam for?

For factory workers in Asia; India and China.

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* The avatars were not created by me

How to design for a special target group?

  • Step out of the Western mindset, get into other cultures' mindset

  • Consider cultural aspects both on visual and conceptual levels when designing 

  • Consider the target group's limitations (functional illiteracy)

  • Consider the target group's access to technology: Tablet provided by the factory for completing the training program might be the only opportunity to interact with a device

Some of the challenges I resolved

This game aims to teach people about fire safety: How do fires start in factories? What sources of heat can ignite fire and what can feed the fire further? What to watch out for?

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Through the example of Raul, a fictional character, the video explains what the fire needs to survive: just like Raul, it needs heat, oxygen and food. 

 

After watching the video, workers need to take the test and demonstrate they understand the difference between objects that are sources of heat that ignites fire and objects that feeds fire further.

 

Looking at the picture below that represents objects from daily factory life, by swiping left or right workers answer the question. 

Problem with previous design

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Clicking on the "audio" icon helps workers with reading disabilities listen to the question.

There is no audio option for the 2 categories - how do workers understand the information?

Possible solution is visuals - but what visuals?

Replacing text with visual elements is a possible solution for people with reading disabilities.

Fire works as universal a icon - if we use the picture of fire, most of us associate it with fire. 

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But is the cable recognisable? Would you associate it with heat as the source of fire? 

The best solution is to use illustrations that users have seen before in the videoThe context provides meaning to the visual element (explaining that the "cable" is heat); making it easier to recognise and understand that it represents the source of heat.

How does it look for another similar game?

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The two categories that need to be represented are: ambulance and the first aid officer.

The training program adresses different cultures and the aim is to present visuals that each culture can relate to.

How to design with minimum effort of changing elements for each country?

The ambulance: the current design is for India and the vehicle on the left side represents an Indian ambulance.

The little blue start is a characteristic for India but changing it for another market like China requires not much effort

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But what about working with human characters? 

Indian target group

Chinese target group

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Changing facial characteristics for different cultures shows respect but takes more effort. What's the solution?

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Inclusive design

There are two strategies to produce inclusive images: abstracting and 

diversifying.

 

Both strategies can help more users feel included in the experiences and products we design. 

Abstracting

Abstracting means moving from a realistic, detailed representation in favor of something that allows people to fit the image into their own lives and identities.

 

An example is the illustration above:  using more conceptual but still human-like illustrations.

Diversifying 

Diversifying, on the other hand, aims to represent the multitude of differences users might identify with.

 

Great examples are the avatars above, representing the diversity/differencies between cultures and even within one culture. 

Illustrations

Another example for diversifying design are the illustrations below - adapted for each market. 

Based on the existing Indian version (left side), I adapted the Chinese version (right side). 

 I discovered Illustration as a new skill!

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