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JioPhone • JioBharat
The JioPhone / JioBharat product line-ups were launched across 2023 - 24 with a motive to provide active high-speed 4G network connectivity to every last-mile household across India.
Project Overview
Initial Context
As of August 2023, India had a collective 2G user base of 250+ million individuals. Jio has been steadily working on transitioning these existing 2G users into active 4G users.
After the initial step of making data cheaper and accessible to all, the aim was to provide enabler devices to access this network. A massive chunk of this target audience cannot afford expensive devices, hence 4G feature phones emerged as the most practical and affordable solution to tackle this problem.
The JioPhone series supports major smartphone-level apps, including social networking apps such as WhatsApp and Facebook. The devices also support surfing on the web, YouTube, Google Assistant, Live TV Channels, UPI Payments and much more.
The entire device line-up runs the complete range of Jio apps. Apps such as JioPay and JioCinema ensure last-mile connectivity by bringing utility and entertainment into the hands of every single customer.
JIOPHONE PRIMA
JioPhone PRIMA was conceived as the successor to the widely adapted JioPhone from 2019. The aim was to build a 4G capable phone that runs all the latest apps, and yet is accessible to the large 2G user base in India. The team worked with the aim of developing a device that comprehensively provides all the essentials in a single package.
JioPhone Prima 2
2024
JioPhone Prima 1
2023
JIOBHARAT SERIES
The JioBharat series consists of devices starting from INR 999, with high-speed 4G network compatibility. These devices are targeted at the last-mile segment of the phone market, aiming to provide basic connectivity to even the most remote areas in India. The devices come with the entire bundle of Jio apps built-in and the cheapest 4G recharge plan - creating an entry level ecosystem for the customer.
My Role
I worked on the design and product development process for all products conceived in the Jio Feature Phone Project, with 10 devices successfully launched across both product lines in the Indian market as of December 2024. The work on the Feature Phone Project began in March 2023, and continued until April 2024.
Design and Development
WORKFLOW
Initial Iterations
The first step was creating ideas in 2D on Figma and Adobe Illustrator. This enabled accurate representation of product finishes and dimensions in 2D, and aided in easier creation and selection among multiple options.
Phone Layouts, 3D Modelling
The second step was creating models and outlines of each selected concept. 2D engineering drawings were also created to understand manufacturing considerations. The main softwares used were Rhino 3D and Fusion 360.
Prototyping
This step involved localised development of rapid prototyped mockups, as well as testing of manufactured internal components and parts.
Packaging
The work on packaging involved creating die-lines and artwork to be used by vendors for creation of the box, and creating renders for the outer packaging.
Production and Execution
I worked hand-in-hand with multiple internal teams as well as external stakeholders throughout the entire execution phase of the project. This involved multiple visits to locations across India and China, some pictures of which are shown below.
High quality 3D printed and rapid prototyped samples shown above were used for initial design validation. These were produced by partner brands, suppliers and vendors, both locally and abroad.
Images from various factory visits in India and China, where the devices were mass produced. I worked closely with external ODMs on the manufacturing process of multiple parts and components.
Actual product images and working images shot using mass produced models of the devices, at the Jio Industrial Design Studio workspace in Navi Mumbai.
Working samples were received after manufacturing trial runs. Color and texture approval was done using Pantone chips and reference books. Final samples were received for verification and testing before mass production.
User Research - An Overview
Extensive on-field research was carried out by the design and sales teams in tandem, to gauge the market response and take stock of the after-market device feedback. The research was carried out in multiple phases throughout the extent of the project, starting from March 2023 all the way to May 2024. Shown here is a condensed extraction from one phase of research conducted in South India in February 2024.
A large segment of customers interviewed in Tier 2 cities used feature phones as their secondary phone or a temporary device. In most cases it is observed that the primary phone of these users is either an entry level or second-hand smartphone.
As we proceeded to Tier 3 cities, feature phones became the primary mode of communication.
I have travelled to Delhi, Coimbatore, Bangalore and multiple places in Mumbai to conduct in-person user interviews, in order to understand better the impact of the designs being developed. During these visits, I have also scouted multiple stores to understand how salesmen and store operators deal with customer issues and sales initiatives.
Design and Development
Production and Execution
User Research Overview
SECTIONS LOCKED.
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Final Results and Outcome
Across both the line-ups of JioPhone as well as JioBharat, around 20 million + devices have been sold across the country. The devices are available in stores across India as well as online, on Amazon and JioMart. These devices have played a massive role in propagating 4G connectivity to tier - 2 / 3 cities across India.
Post the first phase of product development on Jio Feature Phones, work began on Phase II and Phase III (Smartphones) of the Jio Mobile Devices Project. Most of the further work involved conceptualization, backed by user research and trend forecasting of the Indian consumer market for phones.
