Karigar
Connecting local craftsmen with handicraft enthusiasts from across the world
PROJECT TYPE
Design for Social Impact
TARGET USERS
1. Craftsmen of Kashmir, India
2. Handicraft enthusiasts across the world
TEAM
Kabeer Andrabi
TIMELINE
Design : ongoing
Research : June- Nov 22
Why I did this?
My Story.
My mother is the Chief Designer of the largest and oldest handicrafts museums and design institutes in Kashmir. On a crafts tour in the Summer of 2022, I met extremely skilled craftsmen with a hereditary association with their respective crafts since the Mughal reign. However, their idiosyncratic talent never got deserving recognition and they lived an impoverished lifestyle. A lifetime of poor ergonomic posture and demanding deadlines had severe effects on their health. Interacting with their families, I learned that these heritage crafts are on the verge of extinction as the next generation does not want a pitiful lifestyle like their parents. Having an early emotional connection with these crafts, I yearn to give these artisans the recognition and platform they deserve.
I learned a lot
My Role.
User research: User Interview, Site Survey, Competitive analysis, Task Flow, Persona mapping, Journey Mapping, empathy maps
UX design: Sketches, Wireframing, Usability testing, high-fidelity prototyping (to be done)
Business: 5-year Financial Metrics, Market Research, Unit Economics, Go-To-Market Strategy, Partnership Strategy, Sales Strategy and channel, VC Pitch
I started by defining the problem
Problem Statement.
The lack of a centralized platform connecting highly skilled craftsmen with potential customers who seek customizable and commissioned craftworks poses a significant challenge. Without such a platform, both the craftsmen and the customers are struggling to connect with each other, leading to missed opportunities for the craftsmen to showcase their skills and earn a livelihood, and for the customers to obtain unique and high-quality handicrafts.
I aim to bridge this gap to facilitate seamless communication between skilled craftsmen and customers seeking customizable craftworks in an effort to bring the core ethos of e-commerce to rural Kashmir.
Prompt.
How can we provide recognition and a platform to millions of unsung craftsmen in an effort to preserve the moribund heritage handicrafts of Kashmir?
Design Process.
Here is a synopsis of my research process
Research Strategy.
Over the summer, I visited 5 remote villages around Kashmir to conduct user research and learn more about the problems faced by the artisans. I conducted 10 in-depth user interviews and synthesized all of this data that helped me build personas, empathy maps, journey maps, and design ideas.
After coming to UC Berkeley, I started conducting Secondary research where we understood the context of the problem on this side of the world and investigated the market and existing solutions.
I also conducted research with 5 patrons to understand their needs and requirements.
A summary of our interviews
Interview Synthesis.
Here, I've synthesized the 10 user interviews I conducted in Kashmir and the interview conducted with craft enthusiasts.
A glimpse straight from the source
On Ground Scenario.
I visited the humble homes of these craftsmen to learn about the on-ground scenario and take a deeper look into how the craft is made. Here are the key observations:
How this is different from other companies
Unique Positioning.
Performing an in-depth competitive analysis, I found Karigar to be uniquely positioned at a place that is more customized and personal while at the same time, more sustainable in terms of the waste and materials used.
Identifying the key screens for my design.
Task Flow.
Keeping the problem statement in mind, I created a task flow that outlines the optimal sequence of actions a user should take to accomplish a task on Karigar's website.
Specifically, this flow centers on the task of searching for a Shawl and customizing it by establishing a direct channel with the artisan.
Task: Alex is looking for a shawl that is tailored to their preferences and specifications.
Identifying all possible user actions
User Flow.
After finishing the task flow, I created a comprehensive user flow that outlines the different routes a user can take to accomplish the task.
By creating this flow, I was able to adopt the user's viewpoint and contemplate the various choices available to them while interacting with Karigar's app.
Task: Alex has a forthcoming wedding ceremony to attend and requires a pashmina shawl for the occasion. They desire the shawl to be customized based on a particular design they have discovered, but they are also open to suggestions.
Designing navigation & structure
Information Architecture.
I conducted a card-sorting activity with handicraft experts and one of the users to seek how users like to organize content and determine the information architecture of the app.
It's not done yet!
Future Tasks.
I am presently engaged in extensive research aimed at seamlessly integrating emerging technologies to achieve a profound impact and broaden accessibility to a diverse audience. My objective involves incorporating Augmented Reality (AR) and immersive maps to devise a comprehensive solution that effectively tackles these challenges. I invite you to connect for further insights into my work and approach.
