Design Lessons from the Consumer at the Bottom of the Pyramid

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Logo - Harvard Business ReviewArticle link: “Design Lessons from the Consumer at the Bottom of the Pyramid”

by Deepa Prahalad
Harvard Business Review, May 17, 2011

Excellent, insightful article on BOP consumers—just because it’s a market with less disposable income doesn’t mean it’s not sophisticated.

Highlight:

“Ironically, the usability test in the BOP is often even higher precisely because the poor remained below the radar of multinational corporations for so long. BOP consumers are used to creating their own gadgets with what they have or with help from the community. That means that the poor are used to getting a highly personalized interface at an acceptable price point with very low training requirements. There is also help available locally and affordably when things break down.”