Cultural Differences as Challenges and Design Drivers in the Development of Smart Assistive Technology for an Ageing Society

Cultural differences are important in terms of working processes and practices, and in order to achieve innovation and market success. The MATUROLIFE project is seeking to explore, understand, and embed cultural differences when designing smart assistive products to improve the independence of older adults. As a case study, the project explores cultural differences between user groups and stakeholders in different European countries, as well as in the collaboration of partners from different disciplines and organizations. Co-creation and service design have been employed to mediate these differences. The case study outlines a design management process that has accommodated scientific innovation and complexity whilst acknowledging cultural diversity in end-users and between disciplines and partners. This paper demonstrates how design can be understood as a culturally situated practice where cross-cultural differences can provide challenges but are also opportunities to drive changes in practice, innovation and enable positioning in a European wide market.