WHO: in collaboration with Maria Claudia Barcha & Moath Samara
WHERE: Integrative Studio 1
WHAT: strategic design, ux design, communication design, storytelling
In this case study with Planned Parenthood NYC, we were asked to advise the organization on an immigrant engagement strategy. We adopted a human-centered design approach to uncover the causality of the declining sexual & reproductive healthcare (SRH) engagement rate–what’s really stopping immigrants from using the service–and to propose a solution that is viable, feasible and desirable.
In our group, we each mapped the ecosystem in which PPNYC operated. This, especially in the early stage of design research, helped us guide our attention towards to most urgent problem areas.
We picked the color yellow pretty early on for the project because it is a gender neutral color. We noticed from the organization’s briefs that their color palettes were mostly pink and blue - two classic gender binary colors. Sexual and reproductive healthcare is a shared responsibility for both men and women. The use of the color yellow is to signify this message in an overt, captivating way.
Synthesizing observations and preliminary findings is a process for insights to emerge. After several workshops and in-depth interviews. We laid out what we heard and what we saw on the table, each finding on one sticky note and grouped them based on shared themes. We prioritized these themes and began to refine the insights from our research.
Building archetypal customer personas is a crucial step in human-centered design. Constructing the basic information, personality and preferences of a target customer helps a designer frame the problem with empathy. Personal biases hinder real insights. All designers should understand their personal biases before they refine research results in order to avoid burying the real causation with assumptions.
We continued to congregate the most representative customer experiences into persona journey maps. Shown below is a the journey of Sofia, one of the archetypes. As we follow her journey interacting with the organization, we can address the pain points and make sense of her decision making for further intervention.
To dive deeper into an immigrant’s needs–which are primary? which are secondary?–we invited the decision wheel, an iteration of the spider diagram.
In addition, we zoomed out to understand the trustworthiness of the most common information channels in regards to a patient seeking healthcare.
A corresponding online + offline strategy where a user can experience a seamless experience from start to finish.
In the new dynamic eco-system, we envision more trustworthy touch points and clearer calls to action for immigrant patients.
We solved problems by identifying opportunities from respective insights.