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Opportunities for catalyzing rural electrification
Client: Rockefeller Foundation
Team: design researcher, marketing strategist, industrial designer (myself)
My Deliverables:
- Design research, analysis, and synthesis
- Visualizations (frameworks, research approach posters, and final report document)
Challenge: How might we catalyze sustainable rural electrification in Cambodia?
Our client wanted to expand a successful pilot launch that catalyzed rural electrification and stimulated micro-businesses enabling Indian communities to raise themselves out of poverty and securing access to clean, renewable energy. With our history of work and knowledge of the Cambodian context, our role was to inform and help guide the Cambodian pilot design by identifying key, early adapting micro-entrepreneurs (ME's) as well as their accelerators, motivators and barriers for growing their business and electricity adoption.
To identify these opportunities, our research plan included desk research, subject matter expert interviews, and two trips to rural communities to first explore then immerse and focus our interest.
Key Learnings and Recommendations
As we wrapped up our research, our team held a workshop to share our findings and guide a brainstorming activity.
Some of the unexpected findings included:
- Households diversify their income based on three variables: seasonal, cash flow, and risk.
- Exposure is key. Households and ME's who see energy adoption or successful businesses are more likely to copy purchases or start a business.ME's consider starting a business only if they have been previously exposed to it and they are triggered by having either the requisite business skills or they see another ME is making profit with their business.
- Tools = Electricity. ME's focus on “tool" adoption in lieu of "electricity." These tools fulfill a mix of their business and personal needs. For example, energy adoption at a hair salon would help them increase productivity and profits while also making the job easier and increasing personal enjoyment.
- The early adopters will be those that see the direct link between energy powered tools and income value energy. For example, a welder or carpenter would see the impact of energy tools on the output of their work. Where as a clothing shop would use energy to illuminate their shop or play music - a more indirect connection. In addition to direct v indirect usage, the “downtown” market people are more likely to be early adopters.
We suggested designing a solution that allows ME’s to...
- Easily and instantly use tools.
- See others grow their assets after connecting tools to electricity.
- Draw a direct link between tools and the quality/quantity of their offering.
- Avoid a large, upfront cash outflow and allow ME's to easily upgrade from making “daily cash” to making “big investment cash”.
- Add value to their offering and thereby increase profit.
- Grow the quantity of products/services without compromising quality.
- Have unconditional access to energy without regular maintenance.