Raaya Design
How do people in developing communities give and take directions? The people from Raaya Design report.

“During some research in these communities in India and Peru we gathered some interesting insights around how people give and take directions. Most people rely on word-of-mouth direction and recommendations. People in villages and small towns practice a herd mentality and prefer to use suppliers, places of worship, entertainment hubs and means of transportation to get to these places – recommended by friends and family. Many users remember directions and landmarks with reference to people who first acquainted them with it.

How can navigation systems adapt to best practices of these communities and align technology with current user experiences?”

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(via Nokia’s Ideas Project)