Abstract

Design’s recent interest in emerging markets has focused attention on the economies of China, India and Latin-America. Those countries have opened up their markets and grown rapidly during the past decade, but companies still struggle to get reliable information about consumers. Basically, the interest of these companies is to arrive to this gigantic consumer bases and introduces services and products. Foreign manufacturers tried to understand local markets to find major opportunities for new investment. Marketing and human factors specialists worked to find the strategies to deal with cultural differences. Study cultural differences can show opportunities or changes before develope new products and services. In many cases products and services need to be completely redesigned for these new markets. What will be discussed are three design cases conducted in some countries in Latin-America context. Ethnographic research and usability analysis were conducted in those countries to understand user needs and find opportunities of design.