Anthropology & Design & Business: What do they have in common?
Initially it may seem strange to connect Anthropology, Design, and Business, three different knowledge fields that seem so distant however are intrinsically related.
The connection and relationship are usually not made as the three fields are perceived to be in isolation from each other, if not, failure to connect these three concepts may happen when their essence is not observed.
When thoughts about Anthropology, for example, are often based on a stereotype focused on studying traditional forms of sociability instead of the real fundamentals such as how a culture's mindset organizes groups, shape rules, and guide actions and the pursuit of the behaviour understanding the why people do what they do and how they do it. The same happens when the Design is understood as a concrete idea instead of a concept, or even when a business is considered as a pure synonym of profit.
Anthropology. It used to be out of fashion despite being a powerful source of knowledge of the investigation of human behaviour, that can guide business models and decisions, still closer to the academic field than the market.
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Using an anthropological mindset and methods we can observe how different cultural backgrounds influence economy, social dynamics, and services.
For example, the way people deal with money as payment methods, saving accounts, negotiation, and so on, are totally different when we compare them among different nationalities (i.e. Brazilian, Dutch, Spanish, Turkish).
Cash or Card?
There are lots of cultural differences around dealing with money and payments
In Brazil, the use of credit card instalments by credit card is highly common, but doesn't really exist in Europe; as it's just possible to pay the total amount. In Spain negotiation is difficult; the price is the final price. A Turkish person facing this would probably have a heart attack. For them, negotiation is a relationship, an art, a need in the sale process, so the price is just a start; it's the paradise for those who like to discuss "values".
Generally, in Brazil coins are avoided. Small amounts of coins missing can be accepted by sellers as a "discount" and much more by customers who can accept don't get a few coins or even receive and just donate it (there is always a tip pot for employees or a welfare institute as options), but not take it to carry on pockets. Obviously this depends on the coin's value and how much the total amount is; the least valued coins (1 and 5 cents) are the most rejected.
Besides that, there are the Brazilian “candy-as-change” stories which are being increasingly discussed: Not all commercial places accept the "candy-as-payment" so why always accept any amount, sometimes 1 R$ as charge? But back in Brazil, at the bakery near my home, why not accept that sweet mint one as change instead of 15 cents? It's a great start for another deeper discussion.
On the other hand, that scenario never happens in Spain: each 1 cent is given as charge and if there is missing only 1 cent you just don't take the product and, by experience, it happens in small and big markets, (but even so could exist exceptions, let me know if you found out a place, a person).
In parts of the Netherlands, missing some cents is also "ok" if it facilitates the change and the tip pots are not common around there. Some bus lines, as in Lisse, just accept the bus card or credit/debit card, no cash at all. The opposite of many places in Germany where only medium to large amounts can be paid by card; is just cash everywhere.
Just a few simple examples of cultural differences but the point is it shows us behaviour and different aspects of a culture.
It's not just curiosities but could be a source of strategy for a company that wants to expand its market in another country and better deal with customer experience, including adapt products and services for the local culture.
It's to say that an online bank from Europe that aims to run the business and compete in a Latin America, or a food & beverage company that wants to sell coffee and tea machines in the USA and China, must know the market and consumer behaviour to be competitive and successful.
Human-computer interactions:
between the bad and the good Design of systems
There are several Design tools and methods widespread and being used to organize information and connect ideas (as Design Thinking), to manage process and even to stimulate motivation (like gamification approach) or to develop and prototype a system (as Design Sprint, used from coffee shop until robots), for both, online and offline, sides.
Design, in contrast with Anthropology, is gaining more and more space and recognition mainly when related to technology. For all types of human action and interaction (or people and "machines"), the Design concerns the form of arranging, building and rebuilding processes based on human behaviour.
When it's not well done, we know it, consciously or unconsciously. Who never curses or fights with a system, a machine? Or have you ever had a long and unpleasant journey just trying to buy a subway ticket machine (especially in a different country, even having your language available) or a flight ticket on a website?
Some e-commerce websites, for example, ask you to fill out a bunch of fields, that tiny and hidden checkbox that should be clicked, or a long list of filters to choose, but adding or excluding something can make you lose all your hard work. In addition those pesky advertisements that continue to pop up, calling to be clicked and mixed in with information, or pages that just change the layout and often get mistaken as another site. To get lost is easy.
It's clear that one of the biggest current challenges of digital business is usability. Although there are different reasons and contexts that guide purchase choices (i.e. convenience, urgency, indication, preferences, uniqueness, etc.), experience is generally the most important in the rank of drivers to decision-maker, above price and product aspects. A well designed and developed system based on user experience saves mood and bucks.
On the other hand, companies are constantly trying to figure out why a product or service wasn't sold as expected and how to sell more? Is the problem related to the product, the search, the payment methods or the shopping cart process? Did the consumer get lost or felt insecure at any point in navigation? Which motive among a bunch of possible reasons made them abandon the cart and not complete the purchase?
If the whole experience values more than the product itself
... that is also about business!
Everything involves money, but money it's not everything. Even for the social or non-profit companies or activities, the money comes from somewhere, from somebody. Society's values are changing (and for better, I believe), which means that it’s not just about profit that concerces a business, it's about being a sustainable business. The circular economy changing mindsets and structures, taking into account all perspectives and stages of a value chain.
Through understanding behaviour and values, private companies, and even public agencies can redesign dynamics, better deliver values, and innovate (adding value for current needs). The era of the sharing economy, technology applied in almost everything, platform base for on-demand, as a service and freemium models are growing and gaining versions from pet shops to banks, from movies to health, playing out all kinds of business. Some companies are being pushed by changes, some are making the changes, but all driven by human-centred approach and new values exchanges.
It is said that the strategy does not only concern financial aspects but considers the qualitative and quantitative perspective of services and/or products that companies and institutions provide and offer to their clients, to citizens. Anthropology approach and Design tools can quickly find and better shape these opportunities and challenges for businesses.
So, what do Anthropology, Design, and Business have in common?
Choosing just a few keywords to define each concept, Anthropology, Design, and Business, it would be:
What does Anthropology study?
Behaviour and mindset.
What does Design as a concept work with?
Process and interaction.
What does every business main goal?
Growth and profitability.
What is common?
People.
In the end, it’s all about money, it’s all about Design, it's all about people… thought together. How to understand behaviour, to better Design products and services, to improve business and deliver values. Anthropology, Design, and Business are intrinsically related. It is what I believe and learns through years of experience and what Bear aims to deliver, connecting these dots, these fields of knowledge to go further together.