Poorvi Mathur: PORTFOLIO 2020

RESEARCH

DESIGN

STRATEGY

INNOVATION

POORVI MATHUR 2020

INTRODUCTION ABOUT ME I’m Poorvi.

I grew up in India, where I es for a multidisciplinary appro in Design Management whi equipped with the tools and skills in the areas of design,

I deeply appreciate the role able to empathise with the social impact, and continue different areas, has lead me thinking. I like to bring solut contexts evolve so must the

stablished a strong foundation in the fundamentals of design and appreciation oach. My experiences in the craft sector in India, motivated me to pursue a MA ile I lived in the US for some years. As a Design Manager, I find myself strongly d confidence to solve the wickedest of problems and I am keen on applying my , social innovation and impact.

of research, human centred design and co-creation in the design process. Being user is one of my key strengths. Values important to me include sustainability, ed learning. My curiosity about diverse subjects and openness to dabble in e to undertake diverse projects, adding versatility to my approach and way of tions to their best conclusion in the current context but understand that as e solutions.

INNOVATION, SOCIAL IMPACT

Restoring Shakti: A Stu

Document Link: http://bi CONTEXT

In December 2012, a you India. At the time the inci India, I was all too familia up, not only in India, but i

This intention first transl data to confirm and comm finalists at the Anu and N BNY Mellon Social Innova

However, I realized, creati The real problem lay muc equipped with the tools o to understand the issue o reveals certain core issue society.

‘Autonomous’, a safety system that that monitors one’s physiological data to confirm and communicate if the user is in a threatening situation.

udy of Women’s Safety in India. Bengaluru, India

2018

it.ly/2Ggvyge; Video Link: https://bit.ly/2DCOpP3

ung girl named Jyoti Singh was brutally gang raped in New Delhi, the capital of ident took place, I was many miles away, in the US. However, having grown up in ar with the realities which a girl copes with and hopefully overcomes as she grows in most parts of the world. There was a strong intention to do something about it.

lated into ‘Autonomous’, a safety system that that monitors one’s physiological municate if the user is in a threatening situation. The product was one of 15 semiNaveen Jain Women’s Safety XPRIZE in April 2018 and a finalist in UpPrize, the ation Challenge.

ing a device would only solve a part of the problem and that too, at the surface. ch beneath the surface, complex and entangled and I was keen on looking at it, of design management. A ten week study that uses design management methods of women’s safety in India, and proposes a framework for change. The research es, which if addressed would generate a substantial impact in creating a healthier

DESIGN FOR SOCIAL IMPACT RESEARCH The study applies Contextual Research methods (with a focus on qualitative methods), using an ethnographic lens to discover underlying themes and patterns for beliefs and values that drive behaviour.

Data collection methods - secondary research (papers, articles and audio-visual material) and primary research (interviews, observations, group discussions).

Data processing methods - working walls and affinity diagrams.

Data analysis methods - Maps (empathy, ecosystem, mind) and diagrams/ charts (SWOT analysis, 2x2 axis charts).

Data synthesis methods - persona development, opportunity maps and value maps.

Pictures of the physical working wall fo

or the project.

Competitor Analysis: The 2x2 axis graph compares programs that are women focused and all-inclusive with organizations that have only women as founding members and are more inclusive on the other. It reveals that organizations are heavily women focused and usually founded and run by women. There is an opportunity to bring in more men as founding members, and into the discussion.

DESIGN FOR SOCIAL IMPACT

Persona development based on user research

SWOT Analysis of

current situation in India based on primary and secondary research.

DESIGN FOR SOCIAL IMPACT ANALYSIS Interrelated factors that manifest into the problem include: Fear instilled through socialization (family & society);

Women's clothing It has become the individual's responsibility

Power Play

Perception of women

History / Tradition

Perception of women as weak;

Mindset

Strong patriarchal society;

Pa

Socialization / conditioning

Poor laws and cases are not managed well; Lack of an integrated approach by judiciary, police, social welfare and transport systems;

Society

Fear Guilt / Victim blame

Edu & V

Kids

Lack of trust in the systems of the Government; Power centricity; Lack of awareness; Over sensitization and exposure through media; Loss of traditional values and heritage; Lack of better role models; Stark inequality in the midst of growing capitalism;

Values

Figure showing how different aspects a conditioning’ and ‘Mindset’ come up as

The System Social Welfare

Transport

Law and Order

Police

Perpetrator Environment / surroundings

atriarchy Alcohol

Figure showing the aspects that lead to the social conditioning or socialization of the India culture and the resulting outcomes.

Changes being witnessed

Media

Awareness

ucation Values

Disparity

are interconnected. ‘Socialization / s the most prominent influences

Figure showing categorization of responses using an affinity map, based on responses by interviewees on the topics of ‘mind-set’ and ‘responsibility’.

DESIGN FOR SOCIAL IMPACT RESEARCH INSIGHTS

The manifestations of such occurrences in society are a result of multiple factors w

A Period Of Transition

Mindset

India is a developing country, which is in the midst of transition. More women are joining the workforce and one sees rapid inter-migration of people from different parts of the country, especially rural to urban, in search of jobs. Stark inequality emphasized further with consumerism setting in, leads to growing levels of impatience and intolerance.

Social conditioning which has bred a patriarchal culture that instils fear in women and also undermines her, is at the core of the issue. Lack of good quality education as well as a deviation from traditional values add to this.

which are interdependent.

History And Tradition

Un-Monitored Exposure

There is incoherence in the way women are perceived in religious texts.

Some communicate a high regard for women, others communicate her to being inferior to men. Men find it difficult to accept women working and contributing to the finances of the house, a domain which had been their pride until now.

A huge population of youth is susceptible to pursuing deviant ways in light of the growing economic divide, overexposure to social media, weak regulatory systems and availability of alcohol and drugs.

DESIGN FOR SOCIAL IMPACT

Lack Of Trust In The System

Creative Dialogue

There is a lack of trust in the government and systems and the individual takes on the responsibility of his or her own safety. Systems (judiciary, police, social welfare and transport) lack an integrated approach and have a firefighting approach instead.

Protests have become a normal way of getting attention from the authorities and bringing about change. Art (performance, film, installation, writing) in public spaces has the possibility of interacting with a diverse audience and is used as a medium. Websites allow victims to express themselves through writing or art.

Environment & Surroundings External environmental factors that affect the feeling of safety include: poor lighting, time of day, density of people, movement in a group or alone, culture of a place and effectiveness of law and order. While one considers public spaces and transportation safer, harassment is experienced. Young girls are usually easy targets and assaulters include boys as young as 10 to older

men as old as 80. Women cope by ignoring, yelling back, avoiding certain areas and time of the day and carrying small objects that can hurt like pepper sprays, Swiss army knife, etc. Many busses have separate areas for men and women. There are movements and activities initiated by young women around the concept of reclaiming public spaces, which try to break stereotypes.

DESIGN FOR SOCIAL IMPACT IDEATION A few concepts were explored based on insights and opportunities around the following themes: Re-contextualizing traditional texts Gender sensitization in schools and places of work Safer communities Social messages in public spaces and public transport systems Trust in law and order

CO-CREATION / FEEDBACK: Presentation of concepts to the user community for testing and feedback

IDEATION: Diagram exploring diverse conce

epts based on research, insights and opportunities.

DESIGN FOR SOCIAL IMPACT

EKAM: The outcome of the enables both genders to cre institutions, organizations a which engage participants existing narrative from a ma through different media.

BRANDING: The logo was designed keeping the following core philosophy in mind: ‘enabling both genders to create an empowered, balanced and harmonious world’.

e project, Ekam, (which means ‘one’ in Sanskrit) is a social organization that eate an empowered, balanced and harmonious world. It works with educational and communities (through NGOs) through its programs in gender sensitization, in creative ways (including art and theatre). Ekam is also involved in changing the ale dominant one to a more balanced perspective, and communicating the same

Figure showing the different aspects of the final prototype, EKAM.

DESIGN FOR SOCIAL IMPACT

Implementation Plan: Year 1

Implementation Plan: Year 1 - Year 5

Implementation Plan: 20 Year Projection

DESIGN INNOVATION DEVELOPMENT / MARKE

Subject Area: Time and Relationship M

Video Link: http://bit.ly/2rnyfVy; Docume

With the pressures of work and running a based app, addresses this problem and en planning date options and providing child

ETING STRATEGIES

Management App for Married Couples with Children

2017

ent link: http://bit.ly/2rnkFBD

a family, couples often find their relationship suffering. SyndĂŠo, a social network nhances relationships by syncing family calendars, organizing daily routines, dcare solutions for couples.

COLLABORATION, DESIGN, SOCIAL IMPACT StartUp Weekend Wome 2016

WiSTEM is a platform whic engineering and mathemat on a community which emp best fit, using a career cura to support women immigra to the unfamiliarity of a new (secondary and primary), co logo. The idea placed 2nd d

PROBLEM STATEMENT

76

VA

24

10 years *Source: ESA calculations from American Community Surv ey public-use microdata.

“I'd b love dive and are v happ

n’s Edition, Pittsburgh, USA

ch addresses the under representation of women in STEM (science, technology, tics) and helps them get placed based on their values and expectations. It relies powers and builds networks and an online portal that connects applicants to their ator and matching algorithm. The personal inclination to work on this idea was ants who give up their career aspirations and previous educational efforts, due w culture and country. Contributions in the project were in the areas of research oncept development, market validation and design of final pitch, including the during the StartUp Weekend.

ALIDATION Hiring Manager

be interested, and would e it if it expanded to all erse candidates. Female other diverse candidates very difficult to find. I'd be py with at least females”.

Job Seeker

I certainly would consider using a recruiting service such as you have described. I think it's a great idea especially if it is women owned.

Community Seeker

“Yes definitely, being a part of a community will help me make connections, especially since I am from a different culture”

Images: Slides and images from the Women’s StartUp Weekend, Pittsburgh February, 2016, which placed second.

CONTEXTUAL RESEARCH, INSIGHT AND OPPO

Subject Area: Coffee Cult

Video Link: http://bit.ly/2qD

Coffee culture evolved as a easily accessible Wi-Fi at m digital gadgets, one finds th of contextual research (incl probes and interviews) to a independent and corporate and organized on a working analysis through position m other models. This helped g sense of community in the

ORTUNITY GENERATION

ture in Pittsburgh

DvdiO ; Document link: http://bit.ly/2qDkzsi

way for people to meet and socialize. Today, with most coffee shops in the US and a growing use of his culture changing. The project uses methods luding fly on the wall, shadowing, surveys, cultural asses if the sense of community still exists in the e coffee shops of Pittsburgh. Findings were collected g wall using the A-E-I-O-U framework, followed by maps, SWOT analysis and affinity diagrams amongst generate key insights and opportunities to improve the coffee culture of Pittsburgh.

APPLIED THEORY IN DESIGN

Subject Area: Braces and

Video Link: http://bit.ly/2qI

The A-B-C-Q method of re product in focus. Informatio audits, followed by analysis Patterns were identified an US was discovered. First ha coupled with the paradox o designing of a new product

d Supports

IYxzw ; Document link: http://bit.ly/2qIEPE7

eframing was used to solve wicked problems for users of braces and supports, the on was collected through secondary and primary research, user interviews, visual s through persona development, interaction flows, journey maps and working walls. nd the current growing trend in self-healing and over the counter products in the and encounters with users who were uncertain about the product they should use, f choice led to proposing an improved buying experience as a solution over the t.

CO CREATION, FACILITATING CREATIVE THINK

Subject Area: Parenting i

Video Link: http://bit.ly/2q

Parenting in the digital era and facilitated, which invol process of co-creation. Sup interaction exciting.

KING

in the Digital Era

qDaw6A ; Document link: http://bit.ly/2qDkzsi

is a new and growing challenge for parents today. A workshop was conceptualized lved collaboration of participants and facilitation of engaging activities in a perheroes, was taken as a background theme to break the monotony and make the

IDEA VISUALIZATION Subject Area: Slow Food

Video Link: http://bit.ly/2rH

Research was carried out on infographic and video to com

SLOW F

O

O

D

F

vs

F

Who

13

FULL TIME JOBS created per $1 million in revenue earned as compared to when not selling locally.

3

USDA's National Farmers Market Directory now lists 8,268 markets, an INCREASE of 76 percent since 2008.

ART

90c

on the dollar GOES BACK TO THE FARME as compared to 27c the dollar when you non locally.

ET

WA L

T LE HE

Eating seasonally benefits

TE

PLA N

2013

TH AL

2008

ST

$71 BILLION

per in m productivi

TAS

100 miles means FRESH FOOD Poorvi Das and Jessica L Gutierrez

Idea Visualization

DMGT - 706 - OL1

Prof. Ericca Hope Garriso

Hx2LR

n the need and benefits of ‘slow food’. Information was then translated into an mmunicate in a visually interesting and engaging manner.

FAST

F

O

O

of CO2 equivalent is totally emitted from GLOBAL LIVESTOCK.

D

w i l l y o u ro o t fo r ?

75% 80% FAST FOOD

of the food in the US is supplied by MASSIVE FACTORY FARMS, associated with myriad environmental, health and ethical controversies.

of America’s restaurant meals are FAST FOOD.

3thousand 00

ER c on u buy

DEATHS CAUSED by overweight AND OBESITY

r year could be saved medical costs, lost ity and lost lives with a healthier diet.

on

7.1 GIGATONS

OBESITY INCREASE in Adults and Children since 1980.

+27.5%

Over

+47.1%

50%

of deaths are OBESITY related

F I N IS H

The average dinner TRAVELS 1600 miles SCAD

Winter 2015

HUMAN FACTOR - TOOL DESIGN

Product in Focus: Seam R

Video Link: http://bit.ly/2rh

A seam ripper was selected it. Initial studies were made users using air dry clay, und developed based on what s understand which shape ap

Ripper

hSmpC & http://bit.ly/2qIluHR; Document link: http://bit.ly/2rLwfcD

d as the product in focus, to explore better ergonomic design possibilities for e of people using the original seam ripper. Prototypes were then explored with derstanding what felt most comfortable to them. Three design prototypes were seemed to be most desirable shapes and these were tested with the users to ppealed to the comfort of the users the most.

HUMAN FACTOR - INTERFACE REDESIGN Appliance in Focus: Coffee Maker

Video Link: http://bit.ly/2qIeVFo & http:/

A single serve coffee maker was taken as of design guidelines describing the task, i was followed by research on existing mod Combining smart phone technology with the alarm went off, was narrowed in on as coffee first thing in the morning .

//bit.ly/2qIfVJq; Document link: http://bit.ly/2rLwfcD

the appliance in focus for the project. Based on the analysis of the appliance a set identifying the target user group and a list of design criteria were included. This dels and interfaces and brainstorming a new design approach for the interface.

Wi-Fi capabilities to prepare the first cup of morning coffee a few minutes before s a final concept. The product was targetted for a user who likes to have their

HUMAN FACTOR - TASK ANALYSIS AND REDES

Task in Focus: Coupon collection, sort

Video Link: http://bit.ly/2qN24g3; Docum

The task of collecting, sorting, using and a solution. Identified pain points of the ta consumption, difficulty in keeping track a search from a database of coupons and c eliminating the process of sorting, cuttin

SIGN

ting, use and disposal

ment link: http://bit.ly/2rLwfcD

discarding coupons in the mail was looked into as a problem area that required ask included the cumbersome process, need of human engagement, time and wastage of paper. The task was redesigning by creating an app that would create a singular barcode combining the coupons to be used at check out, thereby g, organizing, paper wastage and time spent in the checkout line.

CASE STUDIES IN SOCIAL INNOVATION

Subject Area: Social Innovation

Video Link: http://bit.ly/2sqfhN4;

The case study on khadi, a fabric w the freedom movement of India.

The case study on ‘Kala Raksha V aims to empower the craftsperson to adapt and respond to the shift i 2010), while developing self-conf

n (Khadi and Kala Raksha Vidhyalaya)

; Document link: http://bit.ly/2ojxDOk

woven from handspun yarn on a handloom, discusses how it was an innovation in

Vidhyala’, looks at how a design school for working traditional artisans in Kutch, n by educating the artisan in design, traditional craft and marketing, enabling them in market, maximize earnings, conserve traditional craft heritage (Kala Raksha, fidence in ones skills and pride in one’s tradition.

Images: Case study on Kala Raksha Vidhyalaya.

COSTUME DESIGN Children’s Museum of Pittsburgh, Pittsburgh, USA, 2015

Video Link: http://bit.ly/2qDmh92; Article Link: http://bit.ly/

Designed and produced wings for museum visitors based on were part of the ‘Very Eric Carle’ exhibition at the Children’s M

Images: Museum visitors of all ages enjoying the wings made for the exhibit.

/2vayYvK; Exhibition Link: http://bit.ly/2UmNcDZ

the butterfly from Eric Carle’s popular book, ‘The Very Hungry Caterpillar’. These Museum of Pittsburgh and will be touring across USA for the next ten years.

SMALL BUSINESS ENTERPRISE SunUp & Foyoyo Kids, USA, 2010-14

Designed and sold textile jewelry and children’s products on Etsy and prominent loc including the ‘I Made It Market’, in Pittsburgh.

cal craft fairs

Images: Products designed and sold under SunUp and Foyoyo Kids in the US

DESIGN FOR SPACE HCP Interior Architecture Pvt. Ltd., Ahmedabad, India, 2005-06 The theme for a Cardiac Rehabilitation Center was conceptualized and textiles were introduced to lend serenity to the space. A false ceiling of fabric was designed and executed to improve the acoustics of the rooms, amongst other textile applications like curtains and screens. Nature and specifically the Neem tree was taken as inspiration to build on the feeling of health and well being.

Images: Ceiling panel and window screens designed for the Cardiac Rehabilitation Center

INTERNATIONAL FIBERART EXHIBITION WILDFLOWERS ALONG THE HIGHWAY Edge to Edge (juried show) Borelli Edwards Art Gallery, Pittsburgh, USA 2014 Inspired by the burst of wildflowers one sees on the highways in the US, this miniature fiber art piece explores counted thread embroidery that is inspired by the Suf embroidery of Kutch, Gujarat.

Images: Actual size reference and detail of the artwork

INTERNATIONAL FIBERART EXHIBITION POINSETTIA Unveiled (juried show) Pittsburgh Center for the Arts, Pittsburgh, USA 2011 Inspired by the Poinsettia flower, this miniature fiber art pendant explores counted thread embroidery that is inspired by the Suf embroidery of Kutch, Gujarat.

INTERNATIONAL FIBERART EXHIBITION PALM Unveiled (juried show) Pittsburgh Center for the Arts, Pittsburgh, USA 2011 Inspired by the folds of a palm leaves, these bags open up into a palm when filled and close flat when empty.

CRAFT BASED DESIGN NIFT 2000 Mata ni Pachedi is a fabric shrine made using natural dyes, bamboo sticks and blocks, and is practiced by the Vaghari community of Gujarat. It is also known as the ‘Kalamkari of Gujarat’ Here, the craft skill was applied for the creation of a traditional Indian garment for a client in Ahmedabad.

Patterns, colors and garment cuts that complimented the Indian body type were researched and considered.

CRAFT BASED DESIGN FICCI and CARE, India (2001)

As part of the Disaster Management and Emergency Relief Operations in Kutch, po India and FICCI adopted 30 villages and were committed to a broad based interven education and sustainable livelihoods. As part of the NIFT team, I worked with artis products for the urban market.

ost the January 2001 earthquake, CARE tion in the areas of health, housing, sans practicing embroidery, to explore

CONCLUDING NOTE (2018)

During my education at SC by step process of interest role in the world. Interestin

I would like to use my skills solutions for social good. D and designing your desired important in my work inclu in indigenous cultures and explore these further in my

Images: Work from ‘Design your Desired Future’, 2014.

CAD, I took up a voluntary class titled, ‘Designing your Desired Future’. Over a step ting exercises and online meetings, I discovered my deeper intentions and desired ngly, my projects at SCAD have also been running parallel in a way.

s and knowledge in design and design management towards creating design Design management has taught me a way of connecting the dots, making it work d future has helped me understand the soul behind these efforts. Values that are ude sustainability, social impact, and continued learning. I also have a keen interest d their crafts, science, technology, biomimicry, education and art and hope to y journey ahead, work or otherwise.