Maternal Health
Towards nutritional wellness of new and expecting mothers
BOPINC • HYSTRA
Maternal Health
Towards nutritional wellness of new and expecting mothers
BOPINC • HYSTRA
Maternal Health
Towards nutritional wellness of new and expecting mothers
BOPINC • HYSTRA
Maternal Health
Towards nutritional wellness of new and expecting mothers
BOPINC • HYSTRA
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Stagesetting
Stagesetting
Stagesetting
Stagesetting
OVERVIEW
OVERVIEW
OVERVIEW
Maternal wellbeing is a critical concern in Pakistan, with 72% women of reproductive age facing malnutrition. This poses significant risks not only to the health and vitality of mothers but also to the babies. Barriers such as limited access and awareness result in suboptimal dietary choices and inadequate nutrient intake, exacerbating the issue among vulnerable populations. Recognizing this challenge, a global consortium led by Hystra and Bopinc introduced a dietary supplement specifically tailored to improve maternal nutrition in low-income households. The project sought to gain a deep understanding of the nutritional behaviors and influences of pregnant and lactating women (PLWs) in order to design the awareness, access and consumption experience of the supplement.
Maternal wellbeing is a critical concern in Pakistan, with 72% women of reproductive age facing malnutrition. This poses significant risks not only to the health and vitality of mothers but also to the babies. Barriers such as limited access and awareness result in suboptimal dietary choices and inadequate nutrient intake, exacerbating the issue among vulnerable populations. Recognizing this challenge, a global consortium led by Hystra and Bopinc introduced a dietary supplement specifically tailored to improve maternal nutrition in low-income households. The project sought to gain a deep understanding of the nutritional behaviors and influences of pregnant and lactating women (PLWs) in order to design the awareness, access and consumption experience of the supplement.
Maternal wellbeing is a critical concern in Pakistan, with 72% women of reproductive age facing malnutrition. This poses significant risks not only to the health and vitality of mothers but also to the babies. Barriers such as limited access and awareness result in suboptimal dietary choices and inadequate nutrient intake, exacerbating the issue among vulnerable populations. Recognizing this challenge, a global consortium led by Hystra and Bopinc introduced a dietary supplement specifically tailored to improve maternal nutrition in low-income households. The project sought to gain a deep understanding of the nutritional behaviors and influences of pregnant and lactating women (PLWs) in order to design the awareness, access and consumption experience of the supplement.
sTUBBORN CHALLENGE
sTUBBORN CHALLENGE
Stubborn challenge
A challenge that sprung up throughout the project was that the mother’s health was not a priority in the household, and spending on health was not considered an expense for the wellbeing for the whole family. Due to economic constraints and limited resources, their needs were often overlooked and other household expenses took precedence. This situation impeded access to proper nutrition, healthcare services, and support systems for these mothers. The battle was to highlight the importance of investing in maternal health and make families realize the long-term benefits of maternal well-being.
A challenge that sprung up throughout the project was that the mother’s health was not a priority in the household, and spending on health was not considered an expense for the wellbeing for the whole family. Due to economic constraints and limited resources, their needs were often overlooked and other household expenses took precedence. This situation impeded access to proper nutrition, healthcare services, and support systems for these mothers. The battle was to highlight the importance of investing in maternal health and make families realize the long-term benefits of maternal well-being.
A challenge that sprung up throughout the project was that the mother’s health was not a priority in the household, and spending on health was not considered an expense for the wellbeing for the whole family. Due to economic constraints and limited resources, their needs were often overlooked and other household expenses took precedence. This situation impeded access to proper nutrition, healthcare services, and support systems for these mothers. The battle was to highlight the importance of investing in maternal health and make families realize the long-term benefits of maternal well-being.
OVERVIEW
Maternal wellbeing is a critical concern in Pakistan, with 72% women of reproductive age facing malnutrition. This poses significant risks not only to the health and vitality of mothers but also to the babies. Barriers such as limited access and awareness result in suboptimal dietary choices and inadequate nutrient intake, exacerbating the issue among vulnerable populations. Recognizing this challenge, a global consortium led by Hystra and Bopinc introduced a dietary supplement specifically tailored to improve maternal nutrition in low-income households. The project sought to gain a deep understanding of the nutritional behaviors and influences of pregnant and lactating women (PLWs) in order to design the awareness, access and consumption experience of the supplement.
sTUBBORN CHALLENGE
A challenge that sprung up throughout the project was that the mother’s health was not a priority in the household, and spending on health was not considered an expense for the wellbeing for the whole family. Due to economic constraints and limited resources, their needs were often overlooked and other household expenses took precedence. This situation impeded access to proper nutrition, healthcare services, and support systems for these mothers. The battle was to highlight the importance of investing in maternal health and make families realize the long-term benefits of maternal well-being.
MY ROLE
MY ROLE
MY ROLE
As the Project Lead on the project I was tasked with overseeing all activities in the design process. I directed the research trajectory throughout multiple rounds of research. Stakeholder management was a prominent part of my role as 6 organizations were part of the project consortium. I also took responsibility for simplifying complex insights for a diverse audience among our partners, while retaining the nuances and details. The project involved multiple ideation and co-design workshops which I planned and facilitated.
As the Project Lead on the project I was tasked with overseeing all activities in the design process. I directed the research trajectory throughout multiple rounds of research. Stakeholder management was a prominent part of my role as 6 organizations were part of the project consortium. I also took responsibility for simplifying complex insights for a diverse audience among our partners, while retaining the nuances and details. The project involved multiple ideation and co-design workshops which I planned and facilitated.
As the Project Lead on the project I was tasked with overseeing all activities in the design process. I directed the research trajectory throughout multiple rounds of research. Stakeholder management was a prominent part of my role as 6 organizations were part of the project consortium. I also took responsibility for simplifying complex insights for a diverse audience among our partners, while retaining the nuances and details. The project involved multiple ideation and co-design workshops which I planned and facilitated.
We don’t have enough room in our limited budget to add much. I just eat whatever is available.
- Rani, 25
We don’t have enough room in our limited budget to add much. I just eat whatever is available.
- Rani, 25
We don’t have enough room in our limited budget to add much. I just eat whatever is available.
- Rani, 25
OUTCOME
OUTCOME
OUTCOME
The project culminated in the pilot launch of the nutrition product. The communication programs, instruction design, packaging design, and access experience implemented for the pilot were a direct result of the project. This pilot was launched in the two districts of Bahawalpur and Kambar Shahdadkot. It will go on for a period of 2 years - till 2024 - targeting a population of 300,000 people.
During the rural market test, the uptake and consumption frequency of the supplement, named Wellma, as well as effectiveness in improving nutritional outcomes of PLWs will be assessed. The findings from this pilot initiative would inform future strategies for scaling up the availability and accessibility of the nutritious supplement, with the ultimate goal of positively impacting the health and well-being of PLWs in rural areas.
The project culminated in the pilot launch of the nutrition product. The communication programs, instruction design, packaging design, and access experience implemented for the pilot were a direct result of the project. This pilot was launched in the two districts of Bahawalpur and Kambar Shahdadkot. It will go on for a period of 2 years - till 2024 - targeting a population of 300,000 people.
During the rural market test, the uptake and consumption frequency of the supplement, named Wellma, as well as effectiveness in improving nutritional outcomes of PLWs will be assessed. The findings from this pilot initiative would inform future strategies for scaling up the availability and accessibility of the nutritious supplement, with the ultimate goal of positively impacting the health and well-being of PLWs in rural areas.
The project culminated in the pilot launch of the nutrition product. The communication programs, instruction design, packaging design, and access experience implemented for the pilot were a direct result of the project. This pilot was launched in the two districts of Bahawalpur and Kambar Shahdadkot. It will go on for a period of 2 years - till 2024 - targeting a population of 300,000 people.
During the rural market test, the uptake and consumption frequency of the supplement, named Wellma, as well as effectiveness in improving nutritional outcomes of PLWs will be assessed. The findings from this pilot initiative would inform future strategies for scaling up the availability and accessibility of the nutritious supplement, with the ultimate goal of positively impacting the health and well-being of PLWs in rural areas.
MY ROLE
As the Project Lead on the project I was tasked with overseeing all activities in the design process. I directed the research trajectory throughout multiple rounds of research. Stakeholder management was a prominent part of my role as 6 organizations were part of the project consortium. I also took responsibility for simplifying complex insights for a diverse audience among our partners, while retaining the nuances and details. The project involved multiple ideation and co-design workshops which I planned and facilitated.
We don’t have enough room in our limited budget to add much. I just eat whatever is available.
- Rani, 25
OUTCOME
The project culminated in the pilot launch of the nutrition product. The communication programs, instruction design, packaging design, and access experience implemented for the pilot were a direct result of the project. This pilot was launched in the two districts of Bahawalpur and Kambar Shahdadkot. It will go on for a period of 2 years - till 2024 - targeting a population of 300,000 people.
During the rural market test, the uptake and consumption frequency of the supplement, named Wellma, as well as effectiveness in improving nutritional outcomes of PLWs will be assessed. The findings from this pilot initiative would inform future strategies for scaling up the availability and accessibility of the nutritious supplement, with the ultimate goal of positively impacting the health and well-being of PLWs in rural areas.
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Playbook
Playbook
Playbook
Playbook
HYPOTHESIS & SCOPE OF INQUIRY
HYPOTHESIS & SCOPE OF INQUIRY
HYPOTHESIS & SCOPE OF INQUIRY
We led with the hypothesis that good nutrition isn't only an access and affordability issue, it's also an awareness issue. Families don't have the right perception of what counts for a good diet. To change behaviors, we have to change their thinking of the relationship between food and health. This informed our scope of inquiry as follows.
What are the existing cultural beliefs, practices, and social norms related to maternal nutrition, and how can they be leveraged to promote acceptance and adoption of the supplement?
What are the key barriers and challenges that prevent PLWs from accessing and consuming nutritious supplements, and how can these barriers be addressed effectively?
How can behavioral insights and nudges be incorporated into the design of communication materials and packaging to encourage consistent and regular consumption of the supplement?
What are the potential partnerships and collaborations with local stakeholders, such as healthcare providers, community organizations, and government agencies, to enhance the reach and impact of the maternal nutrition program?
What opportunities are there to shape product experience to increase trialability and first-time use?
We led with the hypothesis that good nutrition isn't only an access and affordability issue, it's also an awareness issue. Families don't have the right perception of what counts for a good diet. To change behaviors, we have to change their thinking of the relationship between food and health. This informed our scope of inquiry as follows.
What are the existing cultural beliefs, practices, and social norms related to maternal nutrition, and how can they be leveraged to promote acceptance and adoption of the supplement?
What are the key barriers and challenges that prevent PLWs from accessing and consuming nutritious supplements, and how can these barriers be addressed effectively?
How can behavioral insights and nudges be incorporated into the design of communication materials and packaging to encourage consistent and regular consumption of the supplement?
What are the potential partnerships and collaborations with local stakeholders, such as healthcare providers, community organizations, and government agencies, to enhance the reach and impact of the maternal nutrition program?
What opportunities are there to shape product experience to increase trialability and first-time use?
Our hypothesis was that barriers of access for women go far beyond the moment of cash-in cash-out (CICO) at digital financial touchpoints. To support women in CICO moments, we must support women’s relationship with money. This then led to the following scope of inquiry.
What are the specific gender-based barriers preventing women from effectively engaging with digital financial services, especially at key touchpoints like Cash-In, Cash-Out (CICO)?
How can we identify and leverage the resilient strategies and innovative workarounds that women employ to navigate these barriers within their constrained mobility?
In what ways can digital financial services be designed to not only accommodate women's unique contexts but also empower them as active agents of financial decision-making?
What characterizes the diverse archetypes of women's experiences with DFS and CICO, and how can we tailor interventions to address their individualized needs?
I buy baby milk from the pharmacy because I trust they have the original product.
— Naseema, 30
I buy baby milk from the pharmacy because I trust they have the original product.
— Naseema, 30
I buy baby milk from the pharmacy because I trust they have the original product.
— Naseema, 30
DISTINGUISHING APPROACH
DISTINGUISHING APPROACH
DISTINGUISHING APPROACH
Our approach was centered around contextual immersion and mapping out the woman's health ecosystem. We immersed ourselves in the local community, spending time with PLWs, their families, and healthcare providers. This immersive experience enabled us to observe their daily routines, understand their cultural and social dynamics, and witness their needs and challenges firsthand. We gained valuable insights into the contextual factors that influenced their dietary practices, access to healthcare, and overall well-being.
We also undertook a meticulous mapping of the woman's health ecosystem. This involved identifying and studying all the touchpoints that PLWs encountered throughout their pregnancy and lactation journey. We mapped out the healthcare facilities, community health workers, traditional healers, and other resources available to PLWs. Additionally, we explored the communication channels, information sources, and social networks that influenced their decision-making processes. By comprehensively understanding the woman's health ecosystem, we were able to identify the key stakeholders, gaps, and opportunities for intervention.
Periodic workshops were held throughout the project to facilitate collaboration and maintain open communication within the consortium. These workshops served as platforms for sharing emerging insights, brainstorming ideas, and discussing upcoming activities. By keeping all consortium members informed about the project's progress and insights, we fostered a collective understanding and ownership of the goals and outcomes and leverage the diverse expertise within the consortium.
Our approach was centered around contextual immersion and mapping out the woman's health ecosystem. We immersed ourselves in the local community, spending time with PLWs, their families, and healthcare providers. This immersive experience enabled us to observe their daily routines, understand their cultural and social dynamics, and witness their needs and challenges firsthand. We gained valuable insights into the contextual factors that influenced their dietary practices, access to healthcare, and overall well-being.
We also undertook a meticulous mapping of the woman's health ecosystem. This involved identifying and studying all the touchpoints that PLWs encountered throughout their pregnancy and lactation journey. We mapped out the healthcare facilities, community health workers, traditional healers, and other resources available to PLWs. Additionally, we explored the communication channels, information sources, and social networks that influenced their decision-making processes. By comprehensively understanding the woman's health ecosystem, we were able to identify the key stakeholders, gaps, and opportunities for intervention.
Periodic workshops were held throughout the project to facilitate collaboration and maintain open communication within the consortium. These workshops served as platforms for sharing emerging insights, brainstorming ideas, and discussing upcoming activities. By keeping all consortium members informed about the project's progress and insights, we fostered a collective understanding and ownership of the goals and outcomes and leverage the diverse expertise within the consortium.
Our approach was centered around contextual immersion and mapping out the woman's health ecosystem. We immersed ourselves in the local community, spending time with PLWs, their families, and healthcare providers. This immersive experience enabled us to observe their daily routines, understand their cultural and social dynamics, and witness their needs and challenges firsthand. We gained valuable insights into the contextual factors that influenced their dietary practices, access to healthcare, and overall well-being.
We also undertook a meticulous mapping of the woman's health ecosystem. This involved identifying and studying all the touchpoints that PLWs encountered throughout their pregnancy and lactation journey. We mapped out the healthcare facilities, community health workers, traditional healers, and other resources available to PLWs. Additionally, we explored the communication channels, information sources, and social networks that influenced their decision-making processes. By comprehensively understanding the woman's health ecosystem, we were able to identify the key stakeholders, gaps, and opportunities for intervention.
Periodic workshops were held throughout the project to facilitate collaboration and maintain open communication within the consortium. These workshops served as platforms for sharing emerging insights, brainstorming ideas, and discussing upcoming activities. By keeping all consortium members informed about the project's progress and insights, we fostered a collective understanding and ownership of the goals and outcomes and leverage the diverse expertise within the consortium.
HYPOTHESIS & SCOPE OF INQUIRY
We led with the hypothesis that good nutrition isn't only an access and affordability issue, it's also an awareness issue. Families don't have the right perception of what counts for a good diet. To change behaviors, we have to change their thinking of the relationship between food and health. This informed our scope of inquiry as follows.
What are the existing cultural beliefs, practices, and social norms related to maternal nutrition, and how can they be leveraged to promote acceptance and adoption of the supplement?
What are the key barriers and challenges that prevent PLWs from accessing and consuming nutritious supplements, and how can these barriers be addressed effectively?
How can behavioral insights and nudges be incorporated into the design of communication materials and packaging to encourage consistent and regular consumption of the supplement?
What are the potential partnerships and collaborations with local stakeholders, such as healthcare providers, community organizations, and government agencies, to enhance the reach and impact of the maternal nutrition program?
What opportunities are there to shape product experience to increase trialability and first-time use?
I buy baby milk from the pharmacy because I trust they have the original product.
— Naseema, 30
DISTINGUISHING APPROACH
Our approach was centered around contextual immersion and mapping out the woman's health ecosystem. We immersed ourselves in the local community, spending time with PLWs, their families, and healthcare providers. This immersive experience enabled us to observe their daily routines, understand their cultural and social dynamics, and witness their needs and challenges firsthand. We gained valuable insights into the contextual factors that influenced their dietary practices, access to healthcare, and overall well-being.
We also undertook a meticulous mapping of the woman's health ecosystem. This involved identifying and studying all the touchpoints that PLWs encountered throughout their pregnancy and lactation journey. We mapped out the healthcare facilities, community health workers, traditional healers, and other resources available to PLWs. Additionally, we explored the communication channels, information sources, and social networks that influenced their decision-making processes. By comprehensively understanding the woman's health ecosystem, we were able to identify the key stakeholders, gaps, and opportunities for intervention.
Periodic workshops were held throughout the project to facilitate collaboration and maintain open communication within the consortium. These workshops served as platforms for sharing emerging insights, brainstorming ideas, and discussing upcoming activities. By keeping all consortium members informed about the project's progress and insights, we fostered a collective understanding and ownership of the goals and outcomes and leverage the diverse expertise within the consortium.
RESEARCH ENGAGEMENTS
RESEARCH ENGAGEMENTS
RESEARCH ENGAGEMENTS
In three different phases of the project, we engaged with a total of over 80 PLWs from Wealth Quintiles 2, 3, and 4. The age group of the PLWs was 22-38, with half being in their 20s and half in 30s.
In addition, 18 health care providers and 6 pharmacies were included in the research. This research was conducted in peri-urban and rural areas of Rawalpindi, Lahore, and Karachi.
In three different phases of the project, we engaged with a total of over 80 PLWs from Wealth Quintiles 2, 3, and 4. The age group of the PLWs was 22-38, with half being in their 20s and half in 30s.
In addition, 18 health care providers and 6 pharmacies were included in the research. This research was conducted in peri-urban and rural areas of Rawalpindi, Lahore, and Karachi.
In three different phases of the project, we engaged with a total of over 80 PLWs from Wealth Quintiles 2, 3, and 4. The age group of the PLWs was 22-38, with half being in their 20s and half in 30s.
In addition, 18 health care providers and 6 pharmacies were included in the research. This research was conducted in peri-urban and rural areas of Rawalpindi, Lahore, and Karachi.
Any deficiencies I have would have been fulfilled if I was consistently eating 3 meals a day.
– Aasia, 28
Any deficiencies I have would have been fulfilled if I was consistently eating 3 meals a day.
– Aasia, 28
Any deficiencies I have would have been fulfilled if I was consistently eating 3 meals a day.
– Aasia, 28
RESEARCH ENGAGEMENTS
In three different phases of the project, we engaged with a total of over 80 PLWs from Wealth Quintiles 2, 3, and 4. The age group of the PLWs was 22-38, with half being in their 20s and half in 30s.
In addition, 18 health care providers and 6 pharmacies were included in the research. This research was conducted in peri-urban and rural areas of Rawalpindi, Lahore, and Karachi.
Any deficiencies I have would have been fulfilled if I was consistently eating 3 meals a day.
– Aasia, 28
FIELD TOOLS
FIELD TOOLS
FIELD TOOLS
FIELD TOOLS
Basket of Supplements • We presented participants with a selection of popular nutritional supplements and asked them to choose the ones they were most familiar with or had used before. By examining their choices and understanding their understanding of the supplements' purposes, we gained insights into their accuracy of nutritional knowledge. This tool also helped identify common sources of information and purchase patterns, shedding light on where participants sought nutritional guidance.
Basket of Supplements • We presented participants with a selection of popular nutritional supplements and asked them to choose the ones they were most familiar with or had used before. By examining their choices and understanding their understanding of the supplements' purposes, we gained insights into their accuracy of nutritional knowledge. This tool also helped identify common sources of information and purchase patterns, shedding light on where participants sought nutritional guidance.
Basket of Supplements • We presented participants with a selection of popular nutritional supplements and asked them to choose the ones they were most familiar with or had used before. By examining their choices and understanding their understanding of the supplements' purposes, we gained insights into their accuracy of nutritional knowledge. This tool also helped identify common sources of information and purchase patterns, shedding light on where participants sought nutritional guidance.
Basket of Supplements • We presented participants with a selection of popular nutritional supplements and asked them to choose the ones they were most familiar with or had used before. By examining their choices and understanding their understanding of the supplements' purposes, we gained insights into their accuracy of nutritional knowledge. This tool also helped identify common sources of information and purchase patterns, shedding light on where participants sought nutritional guidance.
Ecosystem Map • To gain a comprehensive view of the stakeholders involved in the participants' pregnancy and maternal journey, we created an ecosystem map. This visual artefact depicted the healthcare touchpoints and providers they encountered. By engaging participants in conversations around the map, we explored their interactions with various healthcare facilities, healthcare providers, and individuals they trusted. This tool facilitated a deeper understanding of the participants' healthcare-seeking behaviors and the influential figures in their lives.
Ecosystem Map • To gain a comprehensive view of the stakeholders involved in the participants' pregnancy and maternal journey, we created an ecosystem map. This visual artefact depicted the healthcare touchpoints and providers they encountered. By engaging participants in conversations around the map, we explored their interactions with various healthcare facilities, healthcare providers, and individuals they trusted. This tool facilitated a deeper understanding of the participants' healthcare-seeking behaviors and the influential figures in their lives.
Ecosystem Map • To gain a comprehensive view of the stakeholders involved in the participants' pregnancy and maternal journey, we created an ecosystem map. This visual artefact depicted the healthcare touchpoints and providers they encountered. By engaging participants in conversations around the map, we explored their interactions with various healthcare facilities, healthcare providers, and individuals they trusted. This tool facilitated a deeper understanding of the participants' healthcare-seeking behaviors and the influential figures in their lives.
Ecosystem Map • To gain a comprehensive view of the stakeholders involved in the participants' pregnancy and maternal journey, we created an ecosystem map. This visual artefact depicted the healthcare touchpoints and providers they encountered. By engaging participants in conversations around the map, we explored their interactions with various healthcare facilities, healthcare providers, and individuals they trusted. This tool facilitated a deeper understanding of the participants' healthcare-seeking behaviors and the influential figures in their lives.
Sachet Mockup • We developed mockups of potential packaging for the supplement sachets. By presenting participants with these mockups, we were able to gauge their preferences, understand what elements appealed to them, and gather feedback on the information they desired to see on the packaging. This tool provided insights into the visual and informational aspects that would resonate with the target population, helping us create guidelines for the eventual packaging design of the product.
Sachet Mockup • We developed mockups of potential packaging for the supplement sachets. By presenting participants with these mockups, we were able to gauge their preferences, understand what elements appealed to them, and gather feedback on the information they desired to see on the packaging. This tool provided insights into the visual and informational aspects that would resonate with the target population, helping us create guidelines for the eventual packaging design of the product.
Sachet Mockup • We developed mockups of potential packaging for the supplement sachets. By presenting participants with these mockups, we were able to gauge their preferences, understand what elements appealed to them, and gather feedback on the information they desired to see on the packaging. This tool provided insights into the visual and informational aspects that would resonate with the target population, helping us create guidelines for the eventual packaging design of the product.
Sachet Mockup • We developed mockups of potential packaging for the supplement sachets. By presenting participants with these mockups, we were able to gauge their preferences, understand what elements appealed to them, and gather feedback on the information they desired to see on the packaging. This tool provided insights into the visual and informational aspects that would resonate with the target population, helping us create guidelines for the eventual packaging design of the product.
Influencer Activity • To identify key influencers in the participants' lives during their pregnancy and post-pregnancy journeys, we conducted an influencers activity. Participants were asked to rate individuals in their lives on a scale of 0 to 10 based on their influence. This tool allowed us to understand the common influencers in the target population's social network and determine whom we should involve in our awareness campaigns and interventions.
Influencer Activity • To identify key influencers in the participants' lives during their pregnancy and post-pregnancy journeys, we conducted an influencers activity. Participants were asked to rate individuals in their lives on a scale of 0 to 10 based on their influence. This tool allowed us to understand the common influencers in the target population's social network and determine whom we should involve in our awareness campaigns and interventions.
Influencer Activity • To identify key influencers in the participants' lives during their pregnancy and post-pregnancy journeys, we conducted an influencers activity. Participants were asked to rate individuals in their lives on a scale of 0 to 10 based on their influence. This tool allowed us to understand the common influencers in the target population's social network and determine whom we should involve in our awareness campaigns and interventions.
Influencer Activity • To identify key influencers in the participants' lives during their pregnancy and post-pregnancy journeys, we conducted an influencers activity. Participants were asked to rate individuals in their lives on a scale of 0 to 10 based on their influence. This tool allowed us to understand the common influencers in the target population's social network and determine whom we should involve in our awareness campaigns and interventions.
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Immersion
Immersion
Immersion
Immersion
CHALLENGES & ADAPTATIONS
CHALLENGES & ADAPTATIONS
CHALLENGES & ADAPTATIONS
A challenge we inherited because of the nature of the project was that the form of the supplement could not be changed. To maintain nutritional integrity, there was no room to alter the recipe and hence the appearance and texture of the product - which resembled diluted peanut butter - had to remain the same. We had to work around this limitation. Participants did not have a positive reaction to the product sample we showed them. They kept suggesting to create a powdered, soluble supplement that could be mixed in water or milk.
We often found ourselves having to drive the conversation away from this. In a way, the limitation also helped with our scope because we knew what we could influence and design for and forced our thinking on experiences surrounding the product rather than the product itself.
A challenge we inherited because of the nature of the project was that the form of the supplement could not be changed. To maintain nutritional integrity, there was no room to alter the recipe and hence the appearance and texture of the product - which resembled diluted peanut butter - had to remain the same. We had to work around this limitation. Participants did not have a positive reaction to the product sample we showed them. They kept suggesting to create a powdered, soluble supplement that could be mixed in water or milk.
We often found ourselves having to drive the conversation away from this. In a way, the limitation also helped with our scope because we knew what we could influence and design for and forced our thinking on experiences surrounding the product rather than the product itself.
A challenge we inherited because of the nature of the project was that the form of the supplement could not be changed. To maintain nutritional integrity, there was no room to alter the recipe and hence the appearance and texture of the product - which resembled diluted peanut butter - had to remain the same. We had to work around this limitation. Participants did not have a positive reaction to the product sample we showed them. They kept suggesting to create a powdered, soluble supplement that could be mixed in water or milk.
We often found ourselves having to drive the conversation away from this. In a way, the limitation also helped with our scope because we knew what we could influence and design for and forced our thinking on experiences surrounding the product rather than the product itself.
We also addressed their dislike for the product form by drawing parallels between existing local snacks that are similar in texture. Before we showed them the product, we discussed those snacks and then sought their opinion. This was a leading tactic in a way, but it gave us insight about what to include in the messaging to make it more appealing.
We also addressed their dislike for the product form by drawing parallels between existing local snacks that are similar in texture. Before we showed them the product, we discussed those snacks and then sought their opinion. This was a leading tactic in a way, but it gave us insight about what to include in the messaging to make it more appealing.
We also addressed their dislike for the product form by drawing parallels between existing local snacks that are similar in texture. Before we showed them the product, we discussed those snacks and then sought their opinion. This was a leading tactic in a way, but it gave us insight about what to include in the messaging to make it more appealing.
The elders always say to avoid thermogenic foods during pregnancy as they can affect the baby.
– Hina, 35
The elders always say to avoid thermogenic foods during pregnancy as they can affect the baby.
– Hina, 35
The elders always say to avoid thermogenic foods during pregnancy as they can affect the baby.
– Hina, 35
CHALLENGES & ADAPTATIONS
A challenge we inherited because of the nature of the project was that the form of the supplement could not be changed. To maintain nutritional integrity, there was no room to alter the recipe and hence the appearance and texture of the product - which resembled diluted peanut butter - had to remain the same. We had to work around this limitation. Participants did not have a positive reaction to the product sample we showed them. They kept suggesting to create a powdered, soluble supplement that could be mixed in water or milk.
We often found ourselves having to drive the conversation away from this. In a way, the limitation also helped with our scope because we knew what we could influence and design for and forced our thinking on experiences surrounding the product rather than the product itself.
We also addressed their dislike for the product form by drawing parallels between existing local snacks that are similar in texture. Before we showed them the product, we discussed those snacks and then sought their opinion. This was a leading tactic in a way, but it gave us insight about what to include in the messaging to make it more appealing.
The elders always say to avoid thermogenic foods during pregnancy as they can affect the baby.
– Hina, 35
OBSERVATIONS
OBSERVATIONS
OBSERVATIONS
Panjeeri & Halwa • We observed that panjeeri and halwa, homemade snacks made with dry fruits, milk, and sugar, were commonly consumed by pregnant women, particularly those in Wealth Quintile 4 who could afford the ingredients. These snacks were considered nutritious and energizing additions to the diet. Women typically consumed a small portion with breakfast and in the evening, and once prepared, they lasted for about 7-10 days. This observation highlighted the cultural significance of these traditional snacks as a source of nourishment during pregnancy.
Baby's Health is Mother's Health • We noticed a strong correlation between the care given to the mother's health and the concern for the baby's health. The well-being of the baby was prioritized, and thus, the mother's health was closely monitored. Family members demonstrated immediate attention to both the mother's and baby's health, emphasizing the interdependence between the two. This observation underscored the importance of framing interventions and messaging in a way that resonated with the participants' deep-rooted focus on the well-being of their infants.
Panjeeri & Halwa • We observed that panjeeri and halwa, homemade snacks made with dry fruits, milk, and sugar, were commonly consumed by pregnant women, particularly those in Wealth Quintile 4 who could afford the ingredients. These snacks were considered nutritious and energizing additions to the diet. Women typically consumed a small portion with breakfast and in the evening, and once prepared, they lasted for about 7-10 days. This observation highlighted the cultural significance of these traditional snacks as a source of nourishment during pregnancy.
Baby's Health is Mother's Health • We noticed a strong correlation between the care given to the mother's health and the concern for the baby's health. The well-being of the baby was prioritized, and thus, the mother's health was closely monitored. Family members demonstrated immediate attention to both the mother's and baby's health, emphasizing the interdependence between the two. This observation underscored the importance of framing interventions and messaging in a way that resonated with the participants' deep-rooted focus on the well-being of their infants.
Panjeeri & Halwa • We observed that panjeeri and halwa, homemade snacks made with dry fruits, milk, and sugar, were commonly consumed by pregnant women, particularly those in Wealth Quintile 4 who could afford the ingredients. These snacks were considered nutritious and energizing additions to the diet. Women typically consumed a small portion with breakfast and in the evening, and once prepared, they lasted for about 7-10 days. This observation highlighted the cultural significance of these traditional snacks as a source of nourishment during pregnancy.
Baby's Health is Mother's Health • We noticed a strong correlation between the care given to the mother's health and the concern for the baby's health. The well-being of the baby was prioritized, and thus, the mother's health was closely monitored. Family members demonstrated immediate attention to both the mother's and baby's health, emphasizing the interdependence between the two. This observation underscored the importance of framing interventions and messaging in a way that resonated with the participants' deep-rooted focus on the well-being of their infants.
Preference for Natural Sources of Nutrients • Women from higher wealth quintiles exhibited a preference for natural sources of nutrients over medicinal supplements. Their kitchens were stocked with fresher, organic ingredients sourced naturally. They expressed a disdain for packaged grocery items and any form of medicine or supplements, considering them artificial. Instead, they emphasized natural, purer sources of nutrition. This sentiment was also present in lower wealth quintiles, but their financial constraints led them to rely on medicines and supplements as quality produce was not affordable for them.
Preference for Natural Sources of Nutrients • Women from higher wealth quintiles exhibited a preference for natural sources of nutrients over medicinal supplements. Their kitchens were stocked with fresher, organic ingredients sourced naturally. They expressed a disdain for packaged grocery items and any form of medicine or supplements, considering them artificial. Instead, they emphasized natural, purer sources of nutrition. This sentiment was also present in lower wealth quintiles, but their financial constraints led them to rely on medicines and supplements as quality produce was not affordable for them.
Preference for Natural Sources of Nutrients • Women from higher wealth quintiles exhibited a preference for natural sources of nutrients over medicinal supplements. Their kitchens were stocked with fresher, organic ingredients sourced naturally. They expressed a disdain for packaged grocery items and any form of medicine or supplements, considering them artificial. Instead, they emphasized natural, purer sources of nutrition. This sentiment was also present in lower wealth quintiles, but their financial constraints led them to rely on medicines and supplements as quality produce was not affordable for them.
If I start to feel weak, I mix salt or sugar in a glass of cold water and drink it.
– Bushra, 32
If I start to feel weak, I mix salt or sugar in a glass of cold water and drink it.
– Bushra, 32
If I start to feel weak, I mix salt or sugar in a glass of cold water and drink it.
– Bushra, 32
OBSERVATIONS
Panjeeri & Halwa • We observed that panjeeri and halwa, homemade snacks made with dry fruits, milk, and sugar, were commonly consumed by pregnant women, particularly those in Wealth Quintile 4 who could afford the ingredients. These snacks were considered nutritious and energizing additions to the diet. Women typically consumed a small portion with breakfast and in the evening, and once prepared, they lasted for about 7-10 days. This observation highlighted the cultural significance of these traditional snacks as a source of nourishment during pregnancy.
Baby's Health is Mother's Health • We noticed a strong correlation between the care given to the mother's health and the concern for the baby's health. The well-being of the baby was prioritized, and thus, the mother's health was closely monitored. Family members demonstrated immediate attention to both the mother's and baby's health, emphasizing the interdependence between the two. This observation underscored the importance of framing interventions and messaging in a way that resonated with the participants' deep-rooted focus on the well-being of their infants.
Preference for Natural Sources of Nutrients • Women from higher wealth quintiles exhibited a preference for natural sources of nutrients over medicinal supplements. Their kitchens were stocked with fresher, organic ingredients sourced naturally. They expressed a disdain for packaged grocery items and any form of medicine or supplements, considering them artificial. Instead, they emphasized natural, purer sources of nutrition. This sentiment was also present in lower wealth quintiles, but their financial constraints led them to rely on medicines and supplements as quality produce was not affordable for them.
If I start to feel weak, I mix salt or sugar in a glass of cold water and drink it.
– Bushra, 32
MOMENTS OF DELIGHT
MOMENTS OF DELIGHT
MOMENTS OF DELIGHT
During our fieldwork, we were thoroughly enjoyed the endearing gesture of the community members who offered us something they considered healthy and meaningful. Recognizing our project's focus on health, they served us with a water-soluble calcium supplement. This chilled orange drink reflected both their practicality and their desire to provide us with a refreshingly healthy option. They utilized what was readily accessible and affordable to offer us a beverage that these communities considered not only nourishing but also enjoyable.
During our fieldwork, we were thoroughly enjoyed the endearing gesture of the community members who offered us something they considered healthy and meaningful. Recognizing our project's focus on health, they served us with a water-soluble calcium supplement. This chilled orange drink reflected both their practicality and their desire to provide us with a refreshingly healthy option. They utilized what was readily accessible and affordable to offer us a beverage that these communities considered not only nourishing but also enjoyable.
During our fieldwork, we were thoroughly enjoyed the endearing gesture of the community members who offered us something they considered healthy and meaningful. Recognizing our project's focus on health, they served us with a water-soluble calcium supplement. This chilled orange drink reflected both their practicality and their desire to provide us with a refreshingly healthy option. They utilized what was readily accessible and affordable to offer us a beverage that these communities considered not only nourishing but also enjoyable.
Offering us this calcium drink symbolized their genuine desire to actively participate in our project. It was a constant reminder of the community's warmth, pushing us to more comfortably probe what we set out to find.
Offering us this calcium drink symbolized their genuine desire to actively participate in our project. It was a constant reminder of the community's warmth, pushing us to more comfortably probe what we set out to find.
Offering us this calcium drink symbolized their genuine desire to actively participate in our project. It was a constant reminder of the community's warmth, pushing us to more comfortably probe what we set out to find.
MOMENTS OF DELIGHT
During our fieldwork, we were thoroughly enjoyed the endearing gesture of the community members who offered us something they considered healthy and meaningful. Recognizing our project's focus on health, they served us with a water-soluble calcium supplement. This chilled orange drink reflected both their practicality and their desire to provide us with a refreshingly healthy option. They utilized what was readily accessible and affordable to offer us a beverage that these communities considered not only nourishing but also enjoyable.
Offering us this calcium drink symbolized their genuine desire to actively participate in our project. It was a constant reminder of the community's warmth, pushing us to more comfortably probe what we set out to find.
04
04
04
04
Sensemaking
Sensemaking
Sensemaking
Sensemaking
KEY LEARNINGS
KEY LEARNINGS
KEY LEARNINGS
Supplements in the form of pills are considered to only be for their bodies, whereas ones that resemble everyday foods are thought to also affect the baby. Since supplements in the form of powder or liquid take time to show results, women think they also affect the growth of the baby. With pills, they feel a quicker effect in their physical health so they think it doesn’t help the baby. This association of pills for their own bodies also comes from how they’ve seen painkillers to work. They show their effect within a few hours, and on their own bodies, so they attach the same characteristics to other pills.
Packaging of soluble supplements like Morinaga BF-Mama are also one factor, as they specifically show and mention impact on baby’s health, while this is absent from bottles of pill supplements.
Both pregnant and lactating women realize the need for increasing food intake or adding supplements mostly when symptoms like weakness and lethargy start manifesting. A physical manifestation of a deficiency is the trigger for women to take either a natural source of nutrients or a supplement. This is also temporary until they recover, and then they stop consuming it because they feel the nutrient need is now fulfilled.
With powdered or liquid supplements, if the taste is pleasing and it has some instant soothing effect, they are likely to continue longer.
Supplements in the form of pills are considered to only be for their bodies, whereas ones that resemble everyday foods are thought to also affect the baby. Since supplements in the form of powder or liquid take time to show results, women think they also affect the growth of the baby. With pills, they feel a quicker effect in their physical health so they think it doesn’t help the baby. This association of pills for their own bodies also comes from how they’ve seen painkillers to work. They show their effect within a few hours, and on their own bodies, so they attach the same characteristics to other pills.
Packaging of soluble supplements like Morinaga BF-Mama are also one factor, as they specifically show and mention impact on baby’s health, while this is absent from bottles of pill supplements.
Both pregnant and lactating women realize the need for increasing food intake or adding supplements mostly when symptoms like weakness and lethargy start manifesting. A physical manifestation of a deficiency is the trigger for women to take either a natural source of nutrients or a supplement. This is also temporary until they recover, and then they stop consuming it because they feel the nutrient need is now fulfilled.
With powdered or liquid supplements, if the taste is pleasing and it has some instant soothing effect, they are likely to continue longer.
Supplements in the form of pills are considered to only be for their bodies, whereas ones that resemble everyday foods are thought to also affect the baby. Since supplements in the form of powder or liquid take time to show results, women think they also affect the growth of the baby. With pills, they feel a quicker effect in their physical health so they think it doesn’t help the baby. This association of pills for their own bodies also comes from how they’ve seen painkillers to work. They show their effect within a few hours, and on their own bodies, so they attach the same characteristics to other pills.
Packaging of soluble supplements like Morinaga BF-Mama are also one factor, as they specifically show and mention impact on baby’s health, while this is absent from bottles of pill supplements.
Both pregnant and lactating women realize the need for increasing food intake or adding supplements mostly when symptoms like weakness and lethargy start manifesting. A physical manifestation of a deficiency is the trigger for women to take either a natural source of nutrients or a supplement. This is also temporary until they recover, and then they stop consuming it because they feel the nutrient need is now fulfilled.
With powdered or liquid supplements, if the taste is pleasing and it has some instant soothing effect, they are likely to continue longer.
Nutrition supplements are mostly bought from pharmacies and medical stores as opposed to general grocery stores.
Products in pharmacies are considered to be more genuine, so even powdered milk and liquid/soluble supplements are bought from here. Retail shops in the community have these products too, but their sale isn’t much compared to pharmacies. People generally have a concern of being sold counterfeit products, so they trust pharmacies more.
Women have higher motivation to consume supplements during their first pregnancy.
They think their baby will grow healthy and the supplements will later also assist in good milk for breastfeeding. This motivation is the highest during their first pregnancy and reduces with time during consecutive pregnancies where they are not very cautious about their health and may compromise on the medicine uptake.
Nutrition supplements are mostly bought from pharmacies and medical stores as opposed to general grocery stores.
Products in pharmacies are considered to be more genuine, so even powdered milk and liquid/soluble supplements are bought from here. Retail shops in the community have these products too, but their sale isn’t much compared to pharmacies. People generally have a concern of being sold counterfeit products, so they trust pharmacies more.
Women have higher motivation to consume supplements during their first pregnancy.
They think their baby will grow healthy and the supplements will later also assist in good milk for breastfeeding. This motivation is the highest during their first pregnancy and reduces with time during consecutive pregnancies where they are not very cautious about their health and may compromise on the medicine uptake.
Nutrition supplements are mostly bought from pharmacies and medical stores as opposed to general grocery stores.
Products in pharmacies are considered to be more genuine, so even powdered milk and liquid/soluble supplements are bought from here. Retail shops in the community have these products too, but their sale isn’t much compared to pharmacies. People generally have a concern of being sold counterfeit products, so they trust pharmacies more.
Women have higher motivation to consume supplements during their first pregnancy.
They think their baby will grow healthy and the supplements will later also assist in good milk for breastfeeding. This motivation is the highest during their first pregnancy and reduces with time during consecutive pregnancies where they are not very cautious about their health and may compromise on the medicine uptake.
KEY LEARNINGS
Supplements in the form of pills are considered to only be for their bodies, whereas ones that resemble everyday foods are thought to also affect the baby. Since supplements in the form of powder or liquid take time to show results, women think they also affect the growth of the baby. With pills, they feel a quicker effect in their physical health so they think it doesn’t help the baby. This association of pills for their own bodies also comes from how they’ve seen painkillers to work. They show their effect within a few hours, and on their own bodies, so they attach the same characteristics to other pills.
Packaging of soluble supplements like Morinaga BF-Mama are also one factor, as they specifically show and mention impact on baby’s health, while this is absent from bottles of pill supplements.
Both pregnant and lactating women realize the need for increasing food intake or adding supplements mostly when symptoms like weakness and lethargy start manifesting. A physical manifestation of a deficiency is the trigger for women to take either a natural source of nutrients or a supplement. This is also temporary until they recover, and then they stop consuming it because they feel the nutrient need is now fulfilled.
With powdered or liquid supplements, if the taste is pleasing and it has some instant soothing effect, they are likely to continue longer.
Nutrition supplements are mostly bought from pharmacies and medical stores as opposed to general grocery stores.
Products in pharmacies are considered to be more genuine, so even powdered milk and liquid/soluble supplements are bought from here. Retail shops in the community have these products too, but their sale isn’t much compared to pharmacies. People generally have a concern of being sold counterfeit products, so they trust pharmacies more.
Women have higher motivation to consume supplements during their first pregnancy.
They think their baby will grow healthy and the supplements will later also assist in good milk for breastfeeding. This motivation is the highest during their first pregnancy and reduces with time during consecutive pregnancies where they are not very cautious about their health and may compromise on the medicine uptake.
ARTEFACTS
ARTEFACTS
Influencers
•
Pregnancy Journey
•
Access
•
Decision Pathways
•
Consolidated Journey
Influencers
•
Pregnancy Journey
•
Access
•
Decision Pathways
•
Consolidated Journey
Influencers
Pregnancy Journey
Access
Decision Pathways
Consolidated Journey
ARTEFACTS
Influencers
•
Pregnancy Journey
•
Access
•
Decision Pathways
•
Consolidated Journey
Influencers
Pregnancy Journey
Access
Decision Pathways
Consolidated Journey
ARTEFACTS
Influencers
•
Pregnancy Journey
•
Access
•
Decision Pathways
•
Consolidated Journey
Influencers
Pregnancy Journey
Access
Decision Pathways
Consolidated Journey
INTERESTING FINDINGS
INTERESTING FINDINGS
INTERESTING FINDINGS
During the first trimester and often well into the second trimester, pregnancies were kept a closely guarded secret, with only immediate family members being informed. This practice stemmed from a strong belief in the power of the evil eye and a personal contentment that the pregnancy has been sustained. Expectant mothers and their families hesitated to openly express their joy and excitement or share the news with others until a few months had passed. This cautious approach aimed to protect the well-being of the mother and the unborn child from any potential harm or ill fate associated with the evil eye.
Another notable finding was the marked increase in respect and status accorded to pregnant women within their families. As bearers of the future generation, expectant mothers received elevated regard and admiration from their relatives.
During the first trimester and often well into the second trimester, pregnancies were kept a closely guarded secret, with only immediate family members being informed. This practice stemmed from a strong belief in the power of the evil eye and a personal contentment that the pregnancy has been sustained. Expectant mothers and their families hesitated to openly express their joy and excitement or share the news with others until a few months had passed. This cautious approach aimed to protect the well-being of the mother and the unborn child from any potential harm or ill fate associated with the evil eye.
Another notable finding was the marked increase in respect and status accorded to pregnant women within their families. As bearers of the future generation, expectant mothers received elevated regard and admiration from their relatives.
During the first trimester and often well into the second trimester, pregnancies were kept a closely guarded secret, with only immediate family members being informed. This practice stemmed from a strong belief in the power of the evil eye and a personal contentment that the pregnancy has been sustained. Expectant mothers and their families hesitated to openly express their joy and excitement or share the news with others until a few months had passed. This cautious approach aimed to protect the well-being of the mother and the unborn child from any potential harm or ill fate associated with the evil eye.
Another notable finding was the marked increase in respect and status accorded to pregnant women within their families. As bearers of the future generation, expectant mothers received elevated regard and admiration from their relatives.
However, this elevated status often resulted in decreased mobility, particularly in the latter half of the pregnancy. Pregnant women were encouraged to stay at home and prioritize self-care, while their families actively took on responsibilities and tasks on their behalf. This protective approach was driven by a combination of factors, including the family's desire to ensure the mother's well-being, the avoidance of potential harm or accidents during errands, and the family's reputation not wanting to be perceived as burdening the pregnant woman with mundane tasks.
However, this elevated status often resulted in decreased mobility, particularly in the latter half of the pregnancy. Pregnant women were encouraged to stay at home and prioritize self-care, while their families actively took on responsibilities and tasks on their behalf. This protective approach was driven by a combination of factors, including the family's desire to ensure the mother's well-being, the avoidance of potential harm or accidents during errands, and the family's reputation not wanting to be perceived as burdening the pregnant woman with mundane tasks.
However, this elevated status often resulted in decreased mobility, particularly in the latter half of the pregnancy. Pregnant women were encouraged to stay at home and prioritize self-care, while their families actively took on responsibilities and tasks on their behalf. This protective approach was driven by a combination of factors, including the family's desire to ensure the mother's well-being, the avoidance of potential harm or accidents during errands, and the family's reputation not wanting to be perceived as burdening the pregnant woman with mundane tasks.
INTERESTING FINDINGS
During the first trimester and often well into the second trimester, pregnancies were kept a closely guarded secret, with only immediate family members being informed. This practice stemmed from a strong belief in the power of the evil eye and a personal contentment that the pregnancy has been sustained. Expectant mothers and their families hesitated to openly express their joy and excitement or share the news with others until a few months had passed. This cautious approach aimed to protect the well-being of the mother and the unborn child from any potential harm or ill fate associated with the evil eye.
Another notable finding was the marked increase in respect and status accorded to pregnant women within their families. As bearers of the future generation, expectant mothers received elevated regard and admiration from their relatives.
However, this elevated status often resulted in decreased mobility, particularly in the latter half of the pregnancy. Pregnant women were encouraged to stay at home and prioritize self-care, while their families actively took on responsibilities and tasks on their behalf. This protective approach was driven by a combination of factors, including the family's desire to ensure the mother's well-being, the avoidance of potential harm or accidents during errands, and the family's reputation not wanting to be perceived as burdening the pregnant woman with mundane tasks.
My powder milk takes time to show results so it’s impacting the baby’s growth. With pills, my body is reaping the benefits so the baby won’t get much.
- Naseema, 30
My powder milk takes time to show results so it’s impacting the baby’s growth. With pills, my body is reaping the benefits so the baby won’t get much.
- Naseema, 30
My powder milk takes time to show results so it’s impacting the baby’s growth. With pills, my body is reaping the benefits so the baby won’t get much.
- Naseema, 30
It was my first pregnancy, so my mother shared her own experiences often.
- Shumaila, 27
It was my first pregnancy, so my mother shared her own experiences often.
- Shumaila, 27
It was my first pregnancy, so my mother shared her own experiences often.
- Shumaila, 27
My powder milk takes time to show results so it’s impacting the baby’s growth. With pills, my body is reaping the benefits so the baby won’t get much.
- Naseema, 30
It was my first pregnancy, so my mother shared her own experiences often.
- Shumaila, 27
05
05
05
05
Opportunities
Opportunities
Opportunities
Opportunities
DESIGN PROVOCATIONS
DESIGN PROVOCATIONS
DESIGN PROVOCATIONS
How might we increase available income for these products and turn frequent consumption into an affordable habit?
How might we interact with PLWs early in pregnancy, and position the product to serve her needs?
How might we improve the appeal and usability of the current product format?
How do you make it easy to access for other people buying for PLWs?
How might we increase available income for these products and turn frequent consumption into an affordable habit?
How might we interact with PLWs early in pregnancy, and position the product to serve her needs?
How might we improve the appeal and usability of the current product format?
How do you make it easy to access for other people buying for PLWs?
How might we increase available income for these products and turn frequent consumption into an affordable habit?
How might we interact with PLWs early in pregnancy, and position the product to serve her needs?
How might we improve the appeal and usability of the current product format?
How do you make it easy to access for other people buying for PLWs?
If I can get the same nutrients from natural food source, I would not want to rely on supplements.
- Zainab, 33
If I can get the same nutrients from natural food source, I would not want to rely on supplements.
- Zainab, 33
If I can get the same nutrients from natural food source, I would not want to rely on supplements.
- Zainab, 33
DESIGN PROVOCATIONS
How might we increase available income for these products and turn frequent consumption into an affordable habit?
How might we interact with PLWs early in pregnancy, and position the product to serve her needs?
How might we improve the appeal and usability of the current product format?
How do you make it easy to access for other people buying for PLWs?
If I can get the same nutrients from natural food source, I would not want to rely on supplements.
- Zainab, 33
06
06
06
06
Outcome Evolution
Outcome Evolution
Outcome Evolution
Outcome Evolution
Testing & Feedback
Testing & Feedback
Testing & Feedback
During the testing and feedback phase of our research, we received valuable insights that helped us refine our prototypes for packaging and communication. The key feedback we gathered included the following.
Illustration of Packaging: People expressed discomfort with the idea of having a photograph of a pregnant woman on the packaging due to sociocultural norms. Instead, they preferred an abstract illustration that depicted the bond between the mother and the baby.
Relevant Slogans: The slogans that resonated the most with the participants were the ones that emphasized the link between the baby's health and the mother's health. This finding underscored the community's deep-rooted belief in the interdependence of maternal and infant well-being.
During the testing and feedback phase of our research, we received valuable insights that helped us refine our prototypes for packaging and communication. The key feedback we gathered included the following.
Illustration of Packaging: People expressed discomfort with the idea of having a photograph of a pregnant woman on the packaging due to sociocultural norms. Instead, they preferred an abstract illustration that depicted the bond between the mother and the baby.
Relevant Slogans: The slogans that resonated the most with the participants were the ones that emphasized the link between the baby's health and the mother's health. This finding underscored the community's deep-rooted belief in the interdependence of maternal and infant well-being.
During the testing and feedback phase of our research, we received valuable insights that helped us refine our prototypes for packaging and communication. The key feedback we gathered included the following.
Illustration of Packaging: People expressed discomfort with the idea of having a photograph of a pregnant woman on the packaging due to sociocultural norms. Instead, they preferred an abstract illustration that depicted the bond between the mother and the baby.
Relevant Slogans: The slogans that resonated the most with the participants were the ones that emphasized the link between the baby's health and the mother's health. This finding underscored the community's deep-rooted belief in the interdependence of maternal and infant well-being.
Pricing and Limited Quantity: Through testing various pricing and quantity combinations, we discovered that even if a larger quantity was offered at a discounted rate, participants preferred smaller quantities due to their limited financial resources. Their mental models and financial constraints prevented them from planning ahead, resulting in a preference for purchasing products based on their immediate needs.
Frequency of Community Resource Person (CRP) Visit: Participants expressed a desire for the CRP to visit them twice a month. This frequency allowed them sufficient opportunities to interact and purchase products from her. Additionally, they expressed the need to be able to talk with the CRP over call, enabling them to communicate their buying preferences for a particular week.
Pricing and Limited Quantity: Through testing various pricing and quantity combinations, we discovered that even if a larger quantity was offered at a discounted rate, participants preferred smaller quantities due to their limited financial resources. Their mental models and financial constraints prevented them from planning ahead, resulting in a preference for purchasing products based on their immediate needs.
Frequency of Community Resource Person (CRP) Visit: Participants expressed a desire for the CRP to visit them twice a month. This frequency allowed them sufficient opportunities to interact and purchase products from her. Additionally, they expressed the need to be able to talk with the CRP over call, enabling them to communicate their buying preferences for a particular week.
Pricing and Limited Quantity: Through testing various pricing and quantity combinations, we discovered that even if a larger quantity was offered at a discounted rate, participants preferred smaller quantities due to their limited financial resources. Their mental models and financial constraints prevented them from planning ahead, resulting in a preference for purchasing products based on their immediate needs.
Frequency of Community Resource Person (CRP) Visit: Participants expressed a desire for the CRP to visit them twice a month. This frequency allowed them sufficient opportunities to interact and purchase products from her. Additionally, they expressed the need to be able to talk with the CRP over call, enabling them to communicate their buying preferences for a particular week.
Testing & Feedback
During the testing and feedback phase of our research, we received valuable insights that helped us refine our prototypes for packaging and communication. The key feedback we gathered included the following.
Illustration of Packaging: People expressed discomfort with the idea of having a photograph of a pregnant woman on the packaging due to sociocultural norms. Instead, they preferred an abstract illustration that depicted the bond between the mother and the baby.
Relevant Slogans: The slogans that resonated the most with the participants were the ones that emphasized the link between the baby's health and the mother's health. This finding underscored the community's deep-rooted belief in the interdependence of maternal and infant well-being.
Pricing and Limited Quantity: Through testing various pricing and quantity combinations, we discovered that even if a larger quantity was offered at a discounted rate, participants preferred smaller quantities due to their limited financial resources. Their mental models and financial constraints prevented them from planning ahead, resulting in a preference for purchasing products based on their immediate needs.
Frequency of Community Resource Person (CRP) Visit: Participants expressed a desire for the CRP to visit them twice a month. This frequency allowed them sufficient opportunities to interact and purchase products from her. Additionally, they expressed the need to be able to talk with the CRP over call, enabling them to communicate their buying preferences for a particular week.
EARLY PILOT FINDINGS
EARLY PILOT FINDINGS
EARLY PILOT FINDINGS
After incorporating feedback from the testing stage, the product was launched as a pilot in the districts of Bahawalpur and Kambar Shahdadkot. It began in 2022 and is set to run through 2024. After 2 months of the pilot launch, a qualitative study was conducted to uncover the drivers and barriers of adoption in order to inform a design sprint to identify and implement potential pivots early on. We encountered several interesting findings that shed light on important considerations and challenges. Two of the most interesting ones are as follows.
Clashes with Similar Product: In the selected pilot area, a similar product was being distributed for free as part of a government program. Although that program targeted children rather than mothers, the appearance of the product was strikingly similar to the one we were introducing. This similarity created a lack of trust among the community members, as they believed that the brand associated with our product was selling and profiting from something they believed they should receive for free. This clash undermined the acceptance of our product, necessitating a focused communication strategy to differentiate and clarify the purpose and value of our offering.
After incorporating feedback from the testing stage, the product was launched as a pilot in the districts of Bahawalpur and Kambar Shahdadkot. It began in 2022 and is set to run through 2024. After 2 months of the pilot launch, a qualitative study was conducted to uncover the drivers and barriers of adoption in order to inform a design sprint to identify and implement potential pivots early on. We encountered several interesting findings that shed light on important considerations and challenges. Two of the most interesting ones are as follows.
Clashes with Similar Product: In the selected pilot area, a similar product was being distributed for free as part of a government program. Although that program targeted children rather than mothers, the appearance of the product was strikingly similar to the one we were introducing. This similarity created a lack of trust among the community members, as they believed that the brand associated with our product was selling and profiting from something they believed they should receive for free. This clash undermined the acceptance of our product, necessitating a focused communication strategy to differentiate and clarify the purpose and value of our offering.
After incorporating feedback from the testing stage, the product was launched as a pilot in the districts of Bahawalpur and Kambar Shahdadkot. It began in 2022 and is set to run through 2024. After 2 months of the pilot launch, a qualitative study was conducted to uncover the drivers and barriers of adoption in order to inform a design sprint to identify and implement potential pivots early on. We encountered several interesting findings that shed light on important considerations and challenges. Two of the most interesting ones are as follows.
Clashes with Similar Product: In the selected pilot area, a similar product was being distributed for free as part of a government program. Although that program targeted children rather than mothers, the appearance of the product was strikingly similar to the one we were introducing. This similarity created a lack of trust among the community members, as they believed that the brand associated with our product was selling and profiting from something they believed they should receive for free. This clash undermined the acceptance of our product, necessitating a focused communication strategy to differentiate and clarify the purpose and value of our offering.
Graduated Mothers: The subsidized rate for the supplement was intended to be provided for up to three months post-pregnancy as part of the program. However, we discovered that women who had already graduated from the program and experienced the positive impact of the supplement on their health requested continued access to the product at the subsidized rate. They expressed frustration and anger at the prospect of losing access to something they believed had significantly improved their well-being. This situation further compounded trust issues within the community, as women who had not yet graduated from the program questioned the value of taking the supplement if they would eventually be required to stop, potentially leading to a decline in their health.
This finding emphasized the importance of considering the long-term availability and affordability of the supplement, as well as addressing concerns related to equity and sustainability within the program.
Graduated Mothers: The subsidized rate for the supplement was intended to be provided for up to three months post-pregnancy as part of the program. However, we discovered that women who had already graduated from the program and experienced the positive impact of the supplement on their health requested continued access to the product at the subsidized rate. They expressed frustration and anger at the prospect of losing access to something they believed had significantly improved their well-being. This situation further compounded trust issues within the community, as women who had not yet graduated from the program questioned the value of taking the supplement if they would eventually be required to stop, potentially leading to a decline in their health.
This finding emphasized the importance of considering the long-term availability and affordability of the supplement, as well as addressing concerns related to equity and sustainability within the program.
Graduated Mothers: The subsidized rate for the supplement was intended to be provided for up to three months post-pregnancy as part of the program. However, we discovered that women who had already graduated from the program and experienced the positive impact of the supplement on their health requested continued access to the product at the subsidized rate. They expressed frustration and anger at the prospect of losing access to something they believed had significantly improved their well-being. This situation further compounded trust issues within the community, as women who had not yet graduated from the program questioned the value of taking the supplement if they would eventually be required to stop, potentially leading to a decline in their health.
This finding emphasized the importance of considering the long-term availability and affordability of the supplement, as well as addressing concerns related to equity and sustainability within the program.
EARLY PILOT FINDINGS
After incorporating feedback from the testing stage, the product was launched as a pilot in the districts of Bahawalpur and Kambar Shahdadkot. It began in 2022 and is set to run through 2024. After 2 months of the pilot launch, a qualitative study was conducted to uncover the drivers and barriers of adoption in order to inform a design sprint to identify and implement potential pivots early on. We encountered several interesting findings that shed light on important considerations and challenges. Two of the most interesting ones are as follows.
Clashes with Similar Product: In the selected pilot area, a similar product was being distributed for free as part of a government program. Although that program targeted children rather than mothers, the appearance of the product was strikingly similar to the one we were introducing. This similarity created a lack of trust among the community members, as they believed that the brand associated with our product was selling and profiting from something they believed they should receive for free. This clash undermined the acceptance of our product, necessitating a focused communication strategy to differentiate and clarify the purpose and value of our offering.
Graduated Mothers: The subsidized rate for the supplement was intended to be provided for up to three months post-pregnancy as part of the program. However, we discovered that women who had already graduated from the program and experienced the positive impact of the supplement on their health requested continued access to the product at the subsidized rate. They expressed frustration and anger at the prospect of losing access to something they believed had significantly improved their well-being. This situation further compounded trust issues within the community, as women who had not yet graduated from the program questioned the value of taking the supplement if they would eventually be required to stop, potentially leading to a decline in their health.
This finding emphasized the importance of considering the long-term availability and affordability of the supplement, as well as addressing concerns related to equity and sustainability within the program.
PILOT WORKSHOP
PILOT WORKSHOP
PILOT WORKSHOP
Following the pilot research, we conducted an ideation workshop with the CRPs as they are direct influencers and the faces of the project within the community. Their input, ideas, and feedback were essential for iterating and refining the pilot and correct course in its early stages.
During the workshop, several important insights gathered from the pilot phase were presented and discussed. These ideas were then mapped onto an impact matrix, which allowed the project implementation team to assess and prioritize them based on their potential to create positive outcomes.
Following the pilot research, we conducted an ideation workshop with the CRPs as they are direct influencers and the faces of the project within the community. Their input, ideas, and feedback were essential for iterating and refining the pilot and correct course in its early stages.
During the workshop, several important insights gathered from the pilot phase were presented and discussed. These ideas were then mapped onto an impact matrix, which allowed the project implementation team to assess and prioritize them based on their potential to create positive outcomes.
Following the pilot research, we conducted an ideation workshop with the CRPs as they are direct influencers and the faces of the project within the community. Their input, ideas, and feedback were essential for iterating and refining the pilot and correct course in its early stages.
During the workshop, several important insights gathered from the pilot phase were presented and discussed. These ideas were then mapped onto an impact matrix, which allowed the project implementation team to assess and prioritize them based on their potential to create positive outcomes.
After the prioritization process, the ideas were further broken down into specific tasks and activities. Clear ownership was assigned to relevant individuals who would take responsibility for executing and following through on each task. This approach ensured accountability and facilitated effective implementation of the proposed ideas.
After the prioritization process, the ideas were further broken down into specific tasks and activities. Clear ownership was assigned to relevant individuals who would take responsibility for executing and following through on each task. This approach ensured accountability and facilitated effective implementation of the proposed ideas.
After the prioritization process, the ideas were further broken down into specific tasks and activities. Clear ownership was assigned to relevant individuals who would take responsibility for executing and following through on each task. This approach ensured accountability and facilitated effective implementation of the proposed ideas.
PILOT WORKSHOP
Following the pilot research, we conducted an ideation workshop with the CRPs as they are direct influencers and the faces of the project within the community. Their input, ideas, and feedback were essential for iterating and refining the pilot and correct course in its early stages.
During the workshop, several important insights gathered from the pilot phase were presented and discussed. These ideas were then mapped onto an impact matrix, which allowed the project implementation team to assess and prioritize them based on their potential to create positive outcomes.
After the prioritization process, the ideas were further broken down into specific tasks and activities. Clear ownership was assigned to relevant individuals who would take responsibility for executing and following through on each task. This approach ensured accountability and facilitated effective implementation of the proposed ideas.
THINGS TO CHANGE
THINGS TO CHANGE
THINGS TO CHANGE
Accessibility: Initially, the plan was to make the product available at corner stores within the communities. However, feedback from the participants revealed a strong preference for obtaining the product exclusively from the CRPs at their doorsteps. Women were also unwilling to pay the non-subsidized rate at these stores. (if it's store then men have access but women don't, women want the comfort of talking to crps). As a result, it was decided to shelve the plan of distributing the product through corner stores for the time being and revisit it later in the pilot, focusing on the doorstep delivery model.
Basket Expansion: Considering that the CRPs were already visiting households, an opportunity arose to provide easy access to additional health and wellness-related everyday use products to the women. This expansion of the product basket would not only benefit the women but also contribute to the financial sustainability of the CRPs, as they could charge a commission for these additional products. It was decided to proceed with this idea and explore the introduction of complementary products to meet the broader needs of the community.
Revised Consumption Instructions: Women expressed difficulty in consuming the entire sachet of the supplement in one go, finding it too heavy and feeling full. To address this concern, it was decided to revise the consumption instructions and recommend taking the product in 2-3 turns throughout the day. The new approach would involve pairing the supplement as a dessert after each meal, enabling a more manageable and enjoyable consumption experience for the women.
Accessibility: Initially, the plan was to make the product available at corner stores within the communities. However, feedback from the participants revealed a strong preference for obtaining the product exclusively from the CRPs at their doorsteps. Women were also unwilling to pay the non-subsidized rate at these stores. (if it's store then men have access but women don't, women want the comfort of talking to crps). As a result, it was decided to shelve the plan of distributing the product through corner stores for the time being and revisit it later in the pilot, focusing on the doorstep delivery model.
Basket Expansion: Considering that the CRPs were already visiting households, an opportunity arose to provide easy access to additional health and wellness-related everyday use products to the women. This expansion of the product basket would not only benefit the women but also contribute to the financial sustainability of the CRPs, as they could charge a commission for these additional products. It was decided to proceed with this idea and explore the introduction of complementary products to meet the broader needs of the community.
Revised Consumption Instructions: Women expressed difficulty in consuming the entire sachet of the supplement in one go, finding it too heavy and feeling full. To address this concern, it was decided to revise the consumption instructions and recommend taking the product in 2-3 turns throughout the day. The new approach would involve pairing the supplement as a dessert after each meal, enabling a more manageable and enjoyable consumption experience for the women.
Accessibility: Initially, the plan was to make the product available at corner stores within the communities. However, feedback from the participants revealed a strong preference for obtaining the product exclusively from the CRPs at their doorsteps. Women were also unwilling to pay the non-subsidized rate at these stores. (if it's store then men have access but women don't, women want the comfort of talking to crps). As a result, it was decided to shelve the plan of distributing the product through corner stores for the time being and revisit it later in the pilot, focusing on the doorstep delivery model.
Basket Expansion: Considering that the CRPs were already visiting households, an opportunity arose to provide easy access to additional health and wellness-related everyday use products to the women. This expansion of the product basket would not only benefit the women but also contribute to the financial sustainability of the CRPs, as they could charge a commission for these additional products. It was decided to proceed with this idea and explore the introduction of complementary products to meet the broader needs of the community.
Revised Consumption Instructions: Women expressed difficulty in consuming the entire sachet of the supplement in one go, finding it too heavy and feeling full. To address this concern, it was decided to revise the consumption instructions and recommend taking the product in 2-3 turns throughout the day. The new approach would involve pairing the supplement as a dessert after each meal, enabling a more manageable and enjoyable consumption experience for the women.
Variation in Promotional Material: The promotional material used by CRPs included a short comic that effectively communicated the importance and benefits of the supplement. However, feedback revealed that the repetitive nature of the comic was causing fatigue among the audience. Additionally, women expressed the need for comics targeting different stages in their journey, addressing specific concerns and questions they might have. It was decided to create additional comics that catered to these scenarios, ensuring more engaging and relevant communication materials.
Emphasizing Immediate Effects: Participants were observed to be more focused on the immediate and short-term effects of the supplement, such as feeling less lethargic and experiencing improvements in their skin and hair. To capitalize on this observation, it was decided to incorporate these immediate benefits in the conversations CRPs have with women. Highlighting these effects would serve as a persuasive tool to convince women of the supplement's value and encourage continued usage.
These decisions, made as a result of the workshop, addressed the specific concerns and preferences expressed by the community and the CRPs in the remaining execution of the program.
Variation in Promotional Material: The promotional material used by CRPs included a short comic that effectively communicated the importance and benefits of the supplement. However, feedback revealed that the repetitive nature of the comic was causing fatigue among the audience. Additionally, women expressed the need for comics targeting different stages in their journey, addressing specific concerns and questions they might have. It was decided to create additional comics that catered to these scenarios, ensuring more engaging and relevant communication materials.
Emphasizing Immediate Effects: Participants were observed to be more focused on the immediate and short-term effects of the supplement, such as feeling less lethargic and experiencing improvements in their skin and hair. To capitalize on this observation, it was decided to incorporate these immediate benefits in the conversations CRPs have with women. Highlighting these effects would serve as a persuasive tool to convince women of the supplement's value and encourage continued usage.
These decisions, made as a result of the workshop, addressed the specific concerns and preferences expressed by the community and the CRPs in the remaining execution of the program.
Variation in Promotional Material: The promotional material used by CRPs included a short comic that effectively communicated the importance and benefits of the supplement. However, feedback revealed that the repetitive nature of the comic was causing fatigue among the audience. Additionally, women expressed the need for comics targeting different stages in their journey, addressing specific concerns and questions they might have. It was decided to create additional comics that catered to these scenarios, ensuring more engaging and relevant communication materials.
Emphasizing Immediate Effects: Participants were observed to be more focused on the immediate and short-term effects of the supplement, such as feeling less lethargic and experiencing improvements in their skin and hair. To capitalize on this observation, it was decided to incorporate these immediate benefits in the conversations CRPs have with women. Highlighting these effects would serve as a persuasive tool to convince women of the supplement's value and encourage continued usage.
These decisions, made as a result of the workshop, addressed the specific concerns and preferences expressed by the community and the CRPs in the remaining execution of the program.
THINGS TO CHANGE
Accessibility: Initially, the plan was to make the product available at corner stores within the communities. However, feedback from the participants revealed a strong preference for obtaining the product exclusively from the CRPs at their doorsteps. Women were also unwilling to pay the non-subsidized rate at these stores. (if it's store then men have access but women don't, women want the comfort of talking to crps). As a result, it was decided to shelve the plan of distributing the product through corner stores for the time being and revisit it later in the pilot, focusing on the doorstep delivery model.
Basket Expansion: Considering that the CRPs were already visiting households, an opportunity arose to provide easy access to additional health and wellness-related everyday use products to the women. This expansion of the product basket would not only benefit the women but also contribute to the financial sustainability of the CRPs, as they could charge a commission for these additional products. It was decided to proceed with this idea and explore the introduction of complementary products to meet the broader needs of the community.
Revised Consumption Instructions: Women expressed difficulty in consuming the entire sachet of the supplement in one go, finding it too heavy and feeling full. To address this concern, it was decided to revise the consumption instructions and recommend taking the product in 2-3 turns throughout the day. The new approach would involve pairing the supplement as a dessert after each meal, enabling a more manageable and enjoyable consumption experience for the women.
Variation in Promotional Material: The promotional material used by CRPs included a short comic that effectively communicated the importance and benefits of the supplement. However, feedback revealed that the repetitive nature of the comic was causing fatigue among the audience. Additionally, women expressed the need for comics targeting different stages in their journey, addressing specific concerns and questions they might have. It was decided to create additional comics that catered to these scenarios, ensuring more engaging and relevant communication materials.
Emphasizing Immediate Effects: Participants were observed to be more focused on the immediate and short-term effects of the supplement, such as feeling less lethargic and experiencing improvements in their skin and hair. To capitalize on this observation, it was decided to incorporate these immediate benefits in the conversations CRPs have with women. Highlighting these effects would serve as a persuasive tool to convince women of the supplement's value and encourage continued usage.
These decisions, made as a result of the workshop, addressed the specific concerns and preferences expressed by the community and the CRPs in the remaining execution of the program.
I began to lactate sufficiently, which was great for me and the baby. I knew it was Wellma that helped because I had not changed anything else.
— Beenish, 35
I began to lactate sufficiently, which was great for me and the baby. I knew it was Wellma that helped because I had not changed anything else.
— Beenish, 35
I began to lactate sufficiently, which was great for me and the baby. I knew it was Wellma that helped because I had not changed anything else.
— Beenish, 35
My younger sister saw the improvement in my wife and wanted to buy the product for herself too as she is weak, but she wasn’t eligible.
— Ajmal, Husband, 35
My younger sister saw the improvement in my wife and wanted to buy the product for herself too as she is weak, but she wasn’t eligible.
— Ajmal, Husband, 35
My younger sister saw the improvement in my wife and wanted to buy the product for herself too as she is weak, but she wasn’t eligible.
— Ajmal, Husband, 35
I began to lactate sufficiently, which was great for me and the baby. I knew it was Wellma that helped because I had not changed anything else.
— Beenish, 35
My younger sister saw the improvement in my wife and wanted to buy the product for herself too as she is weak, but she wasn’t eligible.
— Ajmal, Husband, 35
07
07
07
07
Wrapup
Wrapup
Wrapup
Wrapup
PERSONAL LEARNINGS
PERSONAL LEARNINGS
PERSONAL LEARNINGS
The most significant personal learning from the project was that personas are not always static. Individuals have the capacity to exhibit different behaviors, values, and preferences at different points in their lives and in various scenarios. This understanding introduced me to the concept of transitory personas, highlighting the importance of recognizing and adapting to the shifts and contradictions that can occur within a persona in different situations.
As a designer, it is essential to appreciate the dynamic nature of personas and avoid treating them as rigid or fixed constructs. Instead, I learned the value of having fluid versions of the same persona that reflect their behavior in different contexts. By acknowledging this transitory nature, I can better understand the complex and multifaceted nature of individuals' identities and experiences.
The most significant personal learning from the project was that personas are not always static. Individuals have the capacity to exhibit different behaviors, values, and preferences at different points in their lives and in various scenarios. This understanding introduced me to the concept of transitory personas, highlighting the importance of recognizing and adapting to the shifts and contradictions that can occur within a persona in different situations.
As a designer, it is essential to appreciate the dynamic nature of personas and avoid treating them as rigid or fixed constructs. Instead, I learned the value of having fluid versions of the same persona that reflect their behavior in different contexts. By acknowledging this transitory nature, I can better understand the complex and multifaceted nature of individuals' identities and experiences.
The most significant personal learning from the project was that personas are not always static. Individuals have the capacity to exhibit different behaviors, values, and preferences at different points in their lives and in various scenarios. This understanding introduced me to the concept of transitory personas, highlighting the importance of recognizing and adapting to the shifts and contradictions that can occur within a persona in different situations.
As a designer, it is essential to appreciate the dynamic nature of personas and avoid treating them as rigid or fixed constructs. Instead, I learned the value of having fluid versions of the same persona that reflect their behavior in different contexts. By acknowledging this transitory nature, I can better understand the complex and multifaceted nature of individuals' identities and experiences.
DO DIFFERENTLY NEXT TIME
DO DIFFERENTLY NEXT TIME
DO DIFFERENTLY NEXT TIME
There are two things I would approach differently in future endeavors. The first is increased involvement in the visual design of the packaging and marketing collateral, which was delegated to another partner in the consortium. While we collaborated with them closely, there was still a gap that came with them not being on the ground. This led to delays and increased back-and-forth communication, hindering rapid iterations during the testing process.
The other thing would be to conduct a deeper study in the areas that were selected for the pilot. While we conducted design research in rural areas, we did not have the opportunity to spend sufficient time in the districts chosen for the pilot launch. By conducting a focused research sprint in these areas prior to the pilot, we could have gained a deeper understanding of the local context, needs, and preferences of the target population. This would have allowed us to better contextualize the proposition.
There are two things I would approach differently in future endeavors. The first is increased involvement in the visual design of the packaging and marketing collateral, which was delegated to another partner in the consortium. While we collaborated with them closely, there was still a gap that came with them not being on the ground. This led to delays and increased back-and-forth communication, hindering rapid iterations during the testing process.
The other thing would be to conduct a deeper study in the areas that were selected for the pilot. While we conducted design research in rural areas, we did not have the opportunity to spend sufficient time in the districts chosen for the pilot launch. By conducting a focused research sprint in these areas prior to the pilot, we could have gained a deeper understanding of the local context, needs, and preferences of the target population. This would have allowed us to better contextualize the proposition.
There are two things I would approach differently in future endeavors. The first is increased involvement in the visual design of the packaging and marketing collateral, which was delegated to another partner in the consortium. While we collaborated with them closely, there was still a gap that came with them not being on the ground. This led to delays and increased back-and-forth communication, hindering rapid iterations during the testing process.
The other thing would be to conduct a deeper study in the areas that were selected for the pilot. While we conducted design research in rural areas, we did not have the opportunity to spend sufficient time in the districts chosen for the pilot launch. By conducting a focused research sprint in these areas prior to the pilot, we could have gained a deeper understanding of the local context, needs, and preferences of the target population. This would have allowed us to better contextualize the proposition.
PERSONAL LEARNINGS
The most significant personal learning from the project was that personas are not always static. Individuals have the capacity to exhibit different behaviors, values, and preferences at different points in their lives and in various scenarios. This understanding introduced me to the concept of transitory personas, highlighting the importance of recognizing and adapting to the shifts and contradictions that can occur within a persona in different situations.
As a designer, it is essential to appreciate the dynamic nature of personas and avoid treating them as rigid or fixed constructs. Instead, I learned the value of having fluid versions of the same persona that reflect their behavior in different contexts. By acknowledging this transitory nature, I can better understand the complex and multifaceted nature of individuals' identities and experiences.
DO DIFFERENTLY NEXT TIME
There are two things I would approach differently in future endeavors. The first is increased involvement in the visual design of the packaging and marketing collateral, which was delegated to another partner in the consortium. While we collaborated with them closely, there was still a gap that came with them not being on the ground. This led to delays and increased back-and-forth communication, hindering rapid iterations during the testing process.
The other thing would be to conduct a deeper study in the areas that were selected for the pilot. While we conducted design research in rural areas, we did not have the opportunity to spend sufficient time in the districts chosen for the pilot launch. By conducting a focused research sprint in these areas prior to the pilot, we could have gained a deeper understanding of the local context, needs, and preferences of the target population. This would have allowed us to better contextualize the proposition.
CONCLUDING THOUGHTS
CONCLUDING THOUGHTS
CONCLUDING THOUGHTS
Poor maternal nutrition is a major driver of maternal mortality and newborn and infant mortality. It has remained a historically underfunded area. This project and the resulting pilot program was part of the donor foundation’s largest nutrition commitment to date. The implementation, learnings, and adaptation of the pilot program at its completion will set a precedent on how to provide the right nutritional support to the most vulnerable, malnourished populations.
Poor maternal nutrition is a major driver of maternal mortality and newborn and infant mortality. It has remained a historically underfunded area. This project and the resulting pilot program was part of the donor foundation’s largest nutrition commitment to date. The implementation, learnings, and adaptation of the pilot program at its completion will set a precedent on how to provide the right nutritional support to the most vulnerable, malnourished populations.
Poor maternal nutrition is a major driver of maternal mortality and newborn and infant mortality. It has remained a historically underfunded area. This project and the resulting pilot program was part of the donor foundation’s largest nutrition commitment to date. The implementation, learnings, and adaptation of the pilot program at its completion will set a precedent on how to provide the right nutritional support to the most vulnerable, malnourished populations.
CONCLUDING THOUGHTS
Poor maternal nutrition is a major driver of maternal mortality and newborn and infant mortality. It has remained a historically underfunded area. This project and the resulting pilot program was part of the donor foundation’s largest nutrition commitment to date. The implementation, learnings, and adaptation of the pilot program at its completion will set a precedent on how to provide the right nutritional support to the most vulnerable, malnourished populations.
EXPERIENCES
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COMMUNITY
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RESEARCH
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WRITING
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PERSONAS
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ETHNOGRAPHY
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INSIGHTS
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Ideation
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BLUEPRINTING
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JOURNEYS
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PROTOTYPING
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NARRATIVES
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workshops
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EXPERIENCES
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COMMUNITY
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RESEARCH
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WRITING
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PERSONAS
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ETHNOGRAPHY
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INSIGHTS
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Ideation
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BLUEPRINTING
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JOURNEYS
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PROTOTYPING
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NARRATIVES
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workshops
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EXPERIENCES
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COMMUNITY
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RESEARCH
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WRITING
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PERSONAS
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ETHNOGRAPHY
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INSIGHTS
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Ideation
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BLUEPRINTING
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JOURNEYS
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PROTOTYPING
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NARRATIVES
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workshops
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EXPERIENCES
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COMMUNITY
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RESEARCH
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WRITING
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PERSONAS
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ETHNOGRAPHY
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INSIGHTS
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Ideation
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BLUEPRINTING
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JOURNEYS
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PROTOTYPING
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NARRATIVES
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workshops
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08
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08
Say hello.
Say hello.
Say hello.
Projects? Collaborations? Tiny little love notes?
Send me a message, I'm all ears.
Projects? Collaborations? Tiny little love notes?
Send me a message, I'm all ears.
Projects? Collaborations? Tiny little love notes?
Send me a message, I'm all ears.
Projects? Collaborations? Tiny little love notes?
Send me a message, I'm all ears.
Copyright © 2023 Syed Faizan Raza
Copyright © 2023 Syed Faizan Raza
Copyright © 2023 Syed Faizan Raza
Copyright © 2023 Syed Faizan Raza