Cannes Lions

Smart Touch

mcgarrybowen, Shanghai / ALIBABA / 2019

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Background

Challenge

Now in current smart phone, blind mode is mainly based on Siri and voice input. The whole process is hard to blind people. In China, there are about 14 million blind people, the smart phone designed for blind is very expensive to almost of them.

Brief

We want to design a product in low cost to make blind people can be faster and smarter when they are using smart phone.

Idea

We design a smart phone film with 6 points. We call it Smart Touch. User can start the phone quickly by the 6 points. Alibaba and Tsinghua University Damo Academy developed the product just cost less than 10 CNY.

Then we base on the 6 points writing of Braille to create the core idea, make the Smart Touch be the world’s first mobile phone film specially for the blind. We according that urgent need in blind people’s reality, choose total 13 APPs and smart phone functions, which to make their daily life faster, smarter, and more user-friendly when they are using smart phone.

Strategy

We design a smart phone film with 6 points. We call it Smart Touch. User can start the phone quickly by the 6 points. Alibaba and Tsinghua University Damo Academy developed the product just cost less than 10 CNY. Then we base on the 6 points writing of Braille to create the core idea, make the Smart Touch be the world’s first mobile phone film specially for the blind. We according that urgent need in blind people’s reality, choose total 13 APPs and smart phone functions, which to make their daily life faster, smarter, and more user-friendly when they are using smart phone.

Execution

We have two design execution

one is the film we provide our creative idea to Tsinghua Damo Academy and they help us realize the idea. The smartphone film is specially designed for the blind according to the user habit.

The other design is the package of the smartphone film, the whole package's message is written in braille and we should design it to make sure the blind can use it without relying on other people's help.

he film can be claimed on TAOBAO, which is the largest e-commerce platform in China and every blind in China have the right to get one to live a new smart life.

Outcome

In the past, Alibaba was the number one e-commerce company in China in the impression of consumers. After the Smart Touch project, it not only helped tens of millions of blind people in China but also made more ordinary consumers see Alibaba's technical strength and public welfare.

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