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Aditya Dipankar | adityadipankar@gmail.com
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Designing Information Systems for the Poor
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Guide Manoj Neelakanthan
Sponsor Babajob.com
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Keywords literacy;market segmentation;unorganised sector;web-based interface
This project aimed at creating both online and offline collaterals to facilitate connecting the people in the unorganised sector who were looking for jobs on a daily basis. The system would empower not only job seekers but also employers in employing both individuals and employees in groups.
The project started with sensitisation and research into the current ways of seeking jobs employed by job seekers and also the methods followed by employers to find recruits. This problem was very challenging as the unorganised sector had people with scarce or almost no access to the internet. The mobile phone surfaced as one of the primary and easiest touch points for these people and it was the means to verify and the tool to subscribe for job-related information. The other challenge was the literacy level of the people in this sector. Communication had to be clear and simple for these people to take complete advantage of the system.
The data and information was generated through qualitative interviews with job seekers from top industry groups. Data was collected on workers with varying skills and education levels, and varying geographic backgrounds. These findings were then used to construct market segmentation “personas,” that is, useful character profiles that represent major segments in India’s informal economy.
The final deliverables included a web-based interface which would primarily enable employers to post jobs and allow job seekers to connect through their mobile phones or by even connecting over the web and looking for jobs in categories of drivers or housemaids, for instance. Offline project deliverables included manuals and cards that would educate both job seekers and Customer Service Professionals (CSP) to help the job seekers register. |
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