Cultural Differences in Emerging Countries: A New Challenge for Industrial Design

By Alvaro Diaz.

Published by The Design Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Design’s recent interest in emerging markets has focused attention on the economies of China, India and Latin-America. Those countries have opened up their markets and grown rapidly during the past decade, but companies still struggle to get reliable information about consumers. Basically, the interest of these companies is to arrive to this gigantic consumer bases and introduces services and products. Foreign manufacturers tried to understand local markets to find major opportunities for new investment. Marketing and human factors specialists worked to find the strategies to deal with cultural differences. Study cultural differences can show opportunities or changes before develope new products and services. In many cases products and services need to be completely redesigned for these new markets.
What will be discussed are three design cases conducted in some countries in Latin-America context. Ethnographic research and usability analysis were conducted in those countries to understand user needs and find opportunities of design.

Keywords: Design, Ergonomics, Ethnographic Research, Latin America, Usability

Design Principles and Practices: An International Journal, Volume 3, Issue 1, pp.347-356. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.724MB).

Alvaro Diaz

Lecturer, Planning Faculty, Industrial Design School, University of Montreal, Montreal, Quebec, Canada

Alvaro Diaz has over 10 years of experience as an industrial designer. He specializes in human factors analysis, research analysis for new products, performs design research including problem analysis, user environment analysis and performs usability testing. He works as a consultant for a wide variety of clients in Latin, North America and some European countries in industries such as pharmaceuticals, health care and consumer products. Alvaro has participated in several research publications in human factors areas such as CAD tools to be use for ergonomics analysis, design for the disabled and designing for emerging countries. During 2006 and 2007, he presented some conferences in Mexico, Argentina, Canada, China and Colombia. Also, he’s a lecturer at the University of Montreal and invited professor at El Bosque University. Alvaro attended Universities in Montreal, Milan and Bogota. He holds a Bachelor’s Degree in Industrial Design and a Science Master’s Degree in Computer Aid Design and Ergonomics, from University of Montreal.


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