Jhanvi Madan (not her real name), who lives in Mumbai , has been talking on her cellphone. Unknown to her, a stranger on the other side of the road is observing her carefully and taking copious notes.
Thereâ€™s no cause for alarm, however. The person taking those notes is one of the 320 designers from the worldâ€™s largest handset maker, Nokia. Her name is Younghee Jung, and sheâ€™s a senior design specialist who flew all the way from the London Design Studio to spend around two weeks in Mumbai and some mofussil areas to understand how Indians use cellphones.
â€œThis is a very common practice among us,â€ says Nikki Barton, Head of Digital Design, Nokia Design Studio. People and their behaviour â€œare Nokiaâ€™s prime concernâ€. â€œWe all have different views on how a phone should look and what it should do,â€ acknowledges Barton, adding: â€œNokia has to cater to thousands of users and we have to ensure that all of them are happy.â€