Why do Mumbaikars act instead of waiting for help in a crisis?

Facebook was developing its Crisis Response feature and marketing materials for it, across markets. All hypotheses and stimulus had been developed in the US so far – and one of the points of investigation was why Mumbai’s response to crises was the very opposite of what the team had seen so far!

We met people across life-stages in iterative design thinking workshops, using several exercises as well as product demos. The one thing they all had in common was that they had recently been in a crisis situation (such as caught in a Mumbai flood).

Our recommendations were reported live to Facebook’s product and marketing teams. And yes, Mumbai’s behaviour finally did make sense to them – enough to adapt their features and messaging for this market!

Image Credit:
www.weather.com (Pal Pillai/ MM, BCCL, MUMBAI)