Chapter 4: UNIVERSAL

A) The Concept
Universality implies simple and maintenance-free products and services. Standardization of Design, Supplies, Inputs,
Processes, Customer’s Needs, Quality of Supplies and Resources, etc. and their characteristics are the
factors contributing towards Universality.

With continually changing consumer tastes, aspirations for a better consumer experience are constantly rising. In
addition, as alluded to earlier, scalability in the innovation process entails consideration of not just the end
user’s purchasing power, but also the user’s capabilities and mindset. This involves making the product or
service intuitive to use, the consumer independent of you, and the offering maintenance-free. Further, it entails
keeping the users’ social, cultural, financial and educational status in mind, while still believing that a user will learn
to use the product or service if it holds an inherent benefit for them.

These are individually and in combination all paths to universality 12.

B) Goals – KRAs - Tools/KPIs – Targets - Recommendations

Goals KRAs Tools / KPIs Targets Recommendations

1. Increased
Strategic:
Market Reach
Without 2. Enhanced 1. Structure product to
compromising the 7 Principles of Customer be resilient to any
integrity or quality Universal Design Satisfaction fluctuations in
of the product and Retention environment or
a. Equitable Use
3. Market situation
1) User- b. Flexible in Use
Crossover 2. Comparative analysis
Friendliness: c. Simple and
Success with existing
Intuitive use
Degree of: 4. Positive alternatives
d. Size and Space
Public Image 3. Quick Fix approach
a) Accessibility for Use
5. Increased &/or Systematic
e. Minimal
b) Difficulty & Consumer Approach14 through
Inconvenience
To achieve fatigue for user13 Expectations trials, tutorials and
f. Resilience and
universal 6. Acceptance at advocacy and select
c) Maintenance Tolerance for
acceptance of an First Use the best tools
requirement Error
offering by 7. Compliance 4. Attainment of
g. Perceptible universality with
innovating a user- 2) Continuous with
Information Design Thinking
friendly design Customisability Legislation
which is extremely and Approach from
resilient 3) More inclusive Standards strategy to execution15
Design i. Empathize—
irrespective of
Research Your
individual skill High success rate
User's Needs &
level, transparent Design Thinking of Product Beta behaviors and
and also respectful testing changes therein

12
From Leapfrogging to Pole-vaulting: by Raghunath Anant Mashelkar
13
http://universaldesign.ie/what-is-universal-design/benefits-and-drivers/
14
A Systematic Approach to Problem Solving - nanoHUB.org
15
https://careerfoundry.com/en/blog/ux-design/what-is-ideation-in-design-thinking/
 Goals KRAs Tools / KPIs Targets Recommendations

of user dignity, Competitive & ii. Define—State Your

Total cost of
rights and privacy. total value for Users' Needs and
ownership Problems
money
All users should be iii. Ideate—Challenge
able to approach, Assumptions and
reach, manoeuvre Create Ideas.
and use the Generate and
offering Evaluate Concepts.
irrespective of Eliminate
their mobility unnecessary
complexity, be
consistent with
user intuition
iv. Detailed Design of
Prototype —
Engineering and
Execution. Start to
Create Solutions
v. Test—Try Your
Solutions Out.
Standardize and
Integrate Solutions
into Product.
Communicate
Value to the
Customer
Annual
Maintenance Minimal Tactical:
Charges
5. Provide choice in
methods of use,
adaptability and the
same means of use
(identical or
equivalent) for all
customers
6. Identify relevant
consequences of
product usage
including accidental or
unintended actions
Operational:
7. Use reasonable
operating forces,
minimize repetitive
actions and sustained
physical effort
8. Provide warnings of
hazards and errors,
 Goals KRAs Tools / KPIs Targets Recommendations

provide fail safe

features
9. Incorporate relevant
feedbacks to improvise

C) The UNIVERSAL Appeal of Mumbai Locals

“And at the moment of contact, they do not know if the hand that is reaching for theirs belongs to a Hindu or
Muslim or Christian or Brahmin or untouchable or whether you were born in this city or arrived only this morning or
whether you live in Malabar Hill or New York or Jogeshwari; whether you’re from Bombay or Mumbai or New York…
Come on board, they say. We’ll adjust.” –Suketu Mehta, Maximum City: Bombay Lost and Found 16

Mumbai is home to India’s corporate powerhouses, its entertainment industry, the dreams of an entire nation,
and 22 million people who make this city come alive. The USP of the rhythmic clatter of local trains searing through
the city is the sound of its beating heart (captured by A. R. Rahman in ‘O Saya’ from the soundtrack of
Slumdog Millionaire) 17 are:

1. Part of a Rich Legacy: It is a part of what was the first railway network to be built, not just in India, but the
whole of Asia by the British, and the first train on the continent ran on 16th of April, in 1853, along a 34 km
route, which today has expanded to cover a local network of over 400 kms.
2. SCALE of Train Services: Mumbai Suburban Railways operates over 2,300 train services every single day,
rightly being called the ‘Lifeline of Mumbai city’. It is also the busiest commuter train system in the
world; with 7.5 million people (equivalent to an entire country like Switzerland or Bhutan). Annually, the
local
railways transport 2.2 billion passengers, which is about a third of the world’s population along 4
corridors to cater to the vast urban sprawl of the city.
3. RAPID Service with No down Time: Mumbai’s local trains rarely stop functioning. Each night the railway
lines will only fall silent for a brief interval of one and a half hour, between 2am to 4am. There is never an
interval of more than 4-5 minutes between train arrivals and departures, ensuring minimal waiting time.
4. Partnering with Mumbai’s Dabbawalas in their DISTINGUISHED Six Sigma Performance: The famous
Mumbai Dabbawalas, who practically run the city’s food delivery service, depend primarily on the city’s
local trains to get to their various destinations.
5. AFFORDABLE EXCELLENCE: Fares for Mumbai locals are among the cheapest in the world, with commuters
travelling distances of around 120 km for as little as Rs. 30, which is less than 50 cents in American cents. For
anyone willing to shell out a little more for the comfort of cushioned seating and smaller crowds,
Mumbai’s rail network is apparently the only local one to have a separate first class compartment.
6. UNIVERSAL value proposition for a diverse commuter base: In a busy city like Mumbai, where every minute
counts, the incredible inclusivity of the local trains is clearly visible through its offerings for customised travel
needs; be it General First Class, General Second Class, Ladies only, Luggage, Handicapped and Cancer
Patients, Senior Citizens or Slow, Fast, Superfast and Double fast train categories
7. Symbol of Mumbai’s RESILIENCE: Mumbai has borne the brunt of several disasters and terrorist
attacks, including bomb blasts in 1993, 2003, 2006 and 2008. It took just three hours for service to be
restored after the deadly train bombings of 2006. For a city which continuously battles the challenge of
influx of rural population, the overcrowding and subsequent loss of lives and safety of commuters is an
area of concern to be addressed towards a SUSTAINABLE Solution.

16
https://blog.socialcops.com/intelligence/mumbai-local-trains/
17
https://www.cleartrip.com/collections/15-incredible-facts-about-mumbai-local-trains/