This project at LG Electronics was to design new cell phones for the Indian market that dealt with utility and lifestyle aspects that have evolved with cell phones over the years. The project involved a study of the Indian market in terms of diversity in the kinds of people, the usage of cell phones in different scenarios, adaptations of the product in the context of existent human situations, problems arising out of usability, and design of new handsets with all these considerations.
The project started with understanding cell phones and their importance and relevance in daily living followed by an elaborate qualitative survey in the metros of India, which involved understanding needs and usability in the different segments, persona building, unconventional uses and problem identification. Analyzed information was then used to derive user segments, specific segment characteristics, preference patterns, and competition in the market. Thus, design directions were derived for the company to expand its horizons in the market with more and better GSM and CDMA handsets.
The stage of designing newer handsets started of with studying the existing range of LG phones to come up with new phones, which succeed them. This was followed by conceptual explorations for newer phones with focus on enhanced usability, better interaction and experience of use. Aesthetic explorations consisted of generating volumetric forms, material combinations, surface finishes and overall look and feel of the product to fit in the contemporary market.
This project being a live project in a functional electronic industry was an interesting experience in understanding the practicalities in a real time product design project. Interesting aspects of learning happened at various stages of decision making while figuring out product characteristics like new concepts, overall form, details and final aesthetics.
