Beyond Craft
Research | Storytelling | Illustration | Design
4 Months (2019)
Pre-Thesis Project- Bachelor in Design
Design Challenge: Indigenous crafts are often commodified without cultural context, leading to a loss of authenticity and appreciation among urban consumers.
Solution: Beyond Craft proposed an interactive website prototype that used storytelling and sensory experiences—visual, auditory, and tactile—to bridge the gap between urban audiences and tribal artisans, fostering cultural appreciation and responsible consumption.
"Culture is the widening of the mind and of the spirit."
— Jawaharlal Nehru
Context
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Contextual Understanding
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User-Centered Research
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Fair Market Opportunities
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Responsible Consumerism
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Key Insights
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Understanding the Challenges
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Redefined Brief
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Explorations
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Story boarding
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User Navigation
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Low- fidelity wireframes
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Mood Boarding
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Design Prototyping
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Consumer Engagement
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Future Roadmap
Globalization has blurred cultural boundaries, often leading to the commodification and misrepresentation of marginalized communities. Indigenous groups in India, facing socio-economic inequities, struggle to preserve their cultural identities while being exploited by global capitalism.
This project aims to raise awareness of these issues, addressing cultural appropriation and commodification. By fostering cultural sensitivity and sustainability, the solution will empower Indigenous communities and promote respect for their heritage.
In India, there are
705
Indigenous groups
who are referred to as Adivasi
Research
Understanding the Gap
Case Studies
Field Study
News Articles
Research Papers
Online Forums
Books
The research phase for Beyond Craft aimed to explore the disconnect between indigenous artisans and urban consumers. This phase focused on identifying cultural, social, and economic challenges faced by artisans, alongside urban consumer behaviour and preferences.
Key Insights
Value in Storytelling
Urban consumers are drawn to products with rich narratives, offering an emotional connection and cultural appreciation.
Lack of Visibility
Indigenous artisans face significant barriers in accessing urban markets due to limited exposure and reliance on intermediaries.
Cultural
Commodification
The commodification of crafts often strips products of their authenticity, reducing their perceived cultural and emotional value.
Demand for
Sustainability
Consumers are increasingly interested in eco-friendly and socially responsible products, presenting an opportunity for tribal crafts.
Sensemaking
From Insights to Opportunities
The sensemaking phase of Beyond Craft involved synthesizing research findings to uncover actionable opportunities. By analyzing data from the research, this phase analyzed cultural narratives and consumer behaviour to define the project’s direction. The goal was to design a platform that bridges artisans and urban consumers while fostering cultural appreciation and sustainable consumption.
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Craft Stories Enhance Value: Products with cultural narratives are perceived as more valuable and
authentic.
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Limited Market Access: Artisans face structural barriers, reducing their ability to connect directly with consumers.
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Urban Demand for Ethical Products: Consumers are increasingly seeking products that align with sustainability and social responsibility.
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Digital Immersion Increases Engagement: Platforms offering rich, multimedia experiences can create meaningful connections between artisans and consumers.
This project aligns with SDG 11: Sustainable Cities and Communities by promoting cultural preservation and inclusivity and SDG 12: Responsible Consumption and Production by addressing the ethical commodification of Indigenous heritage and encouraging sustainable practices.
How might we
create a consumer-conscious market for Indigenous communities in India that fosters cultural appreciation, sustainable consumption, and greater sensitivity toward these communities and their culture?
Storytelling Ethnography
It captures cultural narratives via artisans’ stories and lived experiences to uncover insights. From the consumer perspective and connect artisans with urban consumers meaningfully.
Tribes Selection
Crafting Experiences Through the Senses
The platform categorizes tribal crafts using the five senses—sight, sound, touch, taste, and smell—creating immersive and personal consumer experiences. Each community’s unique artistic essence is tied to one of these senses, transforming interaction into a deeper connection.
Target Audience
Urban Millennials Seeking Meaning
Focused on millennials (23-38) who value sustainability, storytelling, and authenticity. Beyond Craft caters to their curiosity for the origins of products and their desire to make meaningful, sustainable choices.
Stakeholders
The Storytellers Behind the Craft
Indigenous communities are central to Beyond Craft. Their distinct art forms, rooted in tradition, are showcased to preserve their cultural heritage and connect them with conscious consumers.
Ideation
Exploring Possibilities
The ideation phase for Beyond Craft focused on brainstorming innovative ways to connect urban consumers with indigenous artisans. By building on insights from the research and sensemaking phases, the process explored creative methods to bring storytelling, sensory experiences, and sustainable practices into the platform.
User Experience
User Flow Diagrams
Mapped intuitive navigation to ensure seamless exploration of sensory categories and artisan profiles.
Wireframes
Developed initial wireframes to visualize the sensory-based categorization and marketplace interface.
Feedback Integration
Gathered insights from test users to refine features and improve usability.
Design
Bringing the Vision to Life
The design phase focused on translating ideas into tangible visuals and interactions. The process involved creating mood boards, designing website interfaces, and illustrating elements to reflect the sensory-driven storytelling approach and cultural authenticity of the project.
Mood Board
Future Roadmap
Scaling Beyond Craft
The future scope of Beyond Craft focuses on expanding its reach and enhancing user engagement.
Wider Reach
Scale the platform to reach a larger audience, with regular updates on tribal profiles, craft stories, and blogs.
Personalized Engagement
Notify subscribed users of updates and new information through email newsletters.
Workshops and Events
Organize workshops, trips, and events to connect consumers with communities, accessible through the website.
Direct Shopping
Enable users to purchase products directly from artisans via a dedicated shop section, ensuring fair pricing and authenticity.
Sustaining Connections
Maintain regular interaction with artisan groups to preserve their visibility and foster long-term consumer connections.