Abstract

The digital landscape in Mexico is undergoing profound and rapid transformations, largely driven by the pandemic, which has radically altered the way Mexicans interact with digital services and products. In this changing context, understanding the needs and aspirations of the people using these services and products is crucial. While global giants dominate the digital services market, there is significant room for more localized projects and services. At delaO Design Studio, our mission is to support these local initiatives by providing insights to guide their decisions and help them connect more effectively with their users. To achieve this, we conducted an exhaustive study of technological perceptions in Mexico, using both qualitative and quantitative approaches to address the topic from multiple perspectives. We carefully selected 30 Mexican nationals, ensuring a diverse representation in socio-economic, cultural, and geographical terms. Through this study, we identified four distinctive digital archetypes representing Mexican users' attitudes and behaviors towards technology: Proud Luddites, Ambitious Productives, Dreamy Hedonists, and Passionate Pioneers. Each archetype is complemented by a set of "Personas" representing specific user profiles. The main goal of this report is to provide valuable and insightful information to those wishing to develop digital products and services in Mexico. We strive to inform and inspire through the collected data and user profiles, hoping that this knowledge will drive innovation in the Mexican digital space.

Index

1. Summary

2. Innovation through knowledge

3. Introduction 

4. Methodology 

5. Introduction to the Mexican user

6. Digital Archetypes in Mexico

1. Proud Luddites 

2. Hedonistic Dreamers

3. Ambitious Doers

4. Passionate Pioneers

7. General Observations

1. Use of technological devices

1. Smartphone 

2. Smart Tv

3. Laptop

4. Tablet

5. Desktop

6. Smartwatch

7. Smart Speakers

8. Smart Appliances

2. New digital product adoption

3. Technological perspectives

1. Opportunities

2. Effects

3. Futures

8. Conclusions

9. About delaO design studio

10. References

11. Credits and acknowledgments

This 150-page report includes:

• Four Detailed Archetypes: We explore archetypes, generalized profiles that capture common behaviors and motivations of users. Each archetype is illustrated with examples of "personas," providing valuable insights for user-centered design.

• Analysis of the Post-Pandemic Digital Landscape in Mexico: We delve into how digitalization has changed after the pandemic, revealing new opportunities and challenges for companies and designers.

• General Profile of Technology Users in Mexico: We conduct a thorough analysis of the general profile of Mexican users of technological products, highlighting trends, behaviors, and preferences that are crucial for the creation of relevant and successful products in the current market.

• Design Recommendations by Archetype: Based on the archetypes, we offer specific recommendations to improve product design practices, focusing on effective and user-centered solutions.

• Toolkit for Co-Creation Workshops: We include a set of tools and worksheets for organizing co-creation workshops, facilitating collaborative innovation and the creation of more resonant products.

  IN THE REPORT, THE FOLLOWING TOPICS ARE COVERED:

• Impact of the pandemic on technological adoption.

• Changes in consumer and business behavior.

• A general profile of Mexican technology users.

• Major challenges in the Mexican digital landscape and its limitation in access and low adoption of emerging technology.

• Emerging trends and digital consumption habits.

• Preferences and expectations of users in the current context.

• Specific design strategies for each archetype.

• Best practices for the development of technological products.

• User-centered approaches for design innovation.

Research Methodology

This meticulous study on technological perception in Mexico employs a mixed methodology combining qualitative and quantitative techniques, analyzing a diverse sample of 30 Mexicans from different regions and socio-economic strata. Through narrative analysis and generative techniques, the experiences, aspirations, and technological perceptions of the participants were explored, providing a deep understanding of their motivations and desires in relation to technology. The study's inductive approach, complemented by extensive secondary research, focuses more on capturing lived experiences than presenting statistical data, with the aim of inspiring the development of digital products and services in Mexico that align with the needs and expectations of local users.

Purchase Modalities:

To meet various needs and budgets, we offer three exclusive levels of purchase:

1. Report Only: Acquire the complete report and immerse yourself in an in-depth analysis of digital archetypes in Mexico. Perfect for those seeking a quick and detailed understanding of the current market.

2. Report + Exclusive Online Seminar: In addition to the report, you will have access to a 45-minute online seminar with our experts from delaO design studio. This seminar allows you to delve deeper into the topics of the report and participate in a question-and-answer session with our specialists.

3. In-Person Workshop + Report: The highlight of our offer is the 3-hour in-person workshop at your company's premises, led by the team from delaO design studio. This interactive workshop is custom-designed to help you generate personalized value propositions, using the specific user archetypes identified in the report. You will make the most of your team's skills and resources, applying the knowledge acquired in the report directly to boost your business strategy.

Each of these options provides you with key tools and essential knowledge to better understand and respond to the changing dynamics of the digital market in Mexico. No matter which option you choose, "New Digital Archetypes in Mexico" is an invaluable investment in your digital business strategy.

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