Customized Media Player for rural women

This is an academic project where it was expected to come up with a customized media player for a village woman. We began with an attempt to first understand the context in which a rural woman operates. User studies were conducted in a village Kudasan near Gandhinagar, Gujarat. Although the initial idea was to know how does a village woman recreate herself but quite sooner user studies revealed a set of insights which let us grasp the social, cultural and economic peripheries around her. In the village Kudasan, we found that women contribute equally alongside with men to the village economy which constitutes agriculture, animal husbandry and craft. However unlike men, they have additional responsibilities to sustain their families (especially kids and elderly) with proper nutrition, food and care.  A typical lifestyle of a woman from the village Kudasan includes waking up early in the morning, preparing food for the family and seeing kids off to school, caring for the cattle and working in fields during the productive part of the year. Additionally it is pertinent to note that all such activities have to be performed by her well within the social and cultural bounds of the village. As the focus of the project was more on creating a customized media player for these women, we drilled down to note the following in context of the village Kudasan:

  1. Rural women were seen listening to radio programmes while working in the fields.
  2. The sitting posture and the way they advanced in the field while doing an activity like harvesting kept creating a distance between them and the media player. They would have to come back to pick up the same only to place it somewhere close to their current location in the field.
  3. A close proximity to an urban area like Gandhinagar, free-of-cost availability of radio signals, live content and with no requirement of tuning the media player every now and then, made FM based radio to score high over vinyl cassette players and portable TV sets among these women.
  4. We were proved wrong in assuming that rural women will always like rural content. Rather we found them listening (and talking about) the news and pop culture from the city. This shows that if provided with ‘culturally suitable’ means, rural women are eager to get acquainted with the latest developments around them.
  5. Looking at some of their media players, we found that the product was not just a single radio. It was a hybrid between an emergency light, a vinyl cassette player and a FM radio. This brought complexity in the user interface and also major ergonomic issues in the product handling.

Out of these modifying the form factor to suit the working posture and simplifying the user interface of the media player were kept on priority while designing the prototype for these women.

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