User-centric designs, or we can say human-centric design usually means creating products, services, and solutions that meet the user's needs as per their requirement and preferences. This requires extensive research on user behavior, problems they face, and their feedback during the design process.
Creating user-centric designs in USAID by following the whole research process enhances the effectiveness and impact of development projects by the organization. USAID has dedicated a separate team for research purposes on how user-centric designs, or in this case, human-centric designs (HCD), can be effectively implemented throughout USAID's global health programs. Let us understand in detail how HCDs are used in USAID programs and what they are.
What is Human-centered Design (HCD) or (UCD )in USAID?
Designing with a human-centered approach (HCD) means placing people, other stakeholders, and what you're trying to accomplish at the center of the process. HCD was developed in the private sector to allow businesses and technology to work together to meet people's needs.
It is difficult to navigate and coordinate stakeholder ecosystems, change beneficiary behavior, scale compelling solutions, and measure impact effectively in global health. Through active engagement, HCD can address these issues by ensuring that the needs and expectations of the beneficiaries, providers, and other stakeholders are taken into account during the design process.
How does USAID use HCD and What is The Entire Process?
The main purpose of the human-centered design process is to talk and collaborate with people who are most likely to be affected by the development of a new program or initiative in their area. It is also important to consider factors that help build recognition among the public about your work in business. These include logos, websites, and social media profiles as well.
The process better helps in understanding the issues faced by the people in a specific area and afterward presenting that issue in front of the stakeholders who will decide whether to go ahead with the project and how much budget or time it will require.
Afterward, there is an iterative process of developing concepts of the solution needed to address the problem. Even during the developing process, the teams continue to gather feedback from local communities.
The HCD process uses many methods for gathering data, such as observation, interviews, group workshops, and feedback from individuals and communities alike.
Here is how everything works:
- Gathering Insights
To begin with, they assess the content and dynamics of a particular problem or user group. The project involves expert interviews, secondary research, landscape and stakeholder studies, and facilitated sessions to identify key insights and hypotheses.
- Research
Through qualitative research methods, they strive to gain an understanding of the lives of different users and stakeholders, their needs, expectations, and behaviors during the research phase. Human-centered design is not solely focused on end users, as there is a strong preconception in the industry.
Researchers and policy-makers at every level of the health system use the same research and participatory methods to generate insight into behavior and decision-making. It is usual to conduct rapid, repetitive rounds of research and analysis to arrive at a list of potential development areas for a concept. A report on insight, personas and journeys, behavioral model, and opportunity area definition are often key outputs of this phase.
- Generating and Testing Ideas
Qualitative research methods are used to understand different users' lives, needs, expectations, and behavior. Despite the preconception that human-centered design focuses exclusively on end users, this is not the case.
The same research and participatory methods are used to generate knowledge and insights across all levels of the health system, from patients to providers to ministry officials. An opportunity area for concept development is typically identified after a rapid, iterative round of research and synthesis. During this stage, reports detailing insights, user journeys, behavior models, and opportunities will typically be produced.
- Strategy and Implementation
Strategy is the process of translating desired concepts into practical solutions that can be tailored to meet customers' needsHopefully, these outputs will support a range of decision-making processes within and between governments, implementation partners, and the private sector by providing a blend of creative and business strategy skills.
The outputs of these formal sessions are usually mixed with participatory sessions to jointly develop and optimize product blueprints, playbooks, web design, and blueprints for service delivery. It is crucial to ensure that alignment and ownership are achieved at the local and global levels through this last approach.
Some Important USAID Initiatives Done Using HCD Concept
Let's take a look at a few examples of USAID initiatives and projects completed worldwide using HCD.
- MomConnect in South Africa
As part of its partnership with the South African government and other partners, USAID implemented a mobile-based maternal health program known as MomConnect. The researchers developed a system utilizing HCD methodologies, offering relevant health information for pregnant women and new mothers, as well as reminders of appointments and the ability to ask questions via text message. Through this initiative, expectant and new mothers' needs and preferences were considered to improve maternal and child health outcomes.
The project was launched in August 2014 by Aaron Motsoaledi. The number of pregnant women who registered for weekly text messages exceeded 900,000 by December 2016. As of 2017, a specialist HIV service has been established. A weekly SMS message will be sent until the baby's first birthday.
By using the system, pregnant women can register in the public health system easily and quickly. There is no charge for the calls. Approximately 2.1 million women, both pregnant and breastfeeding, have taken advantage of this service. WhatsApp was made available in December 2017, enabling richer and real-time interaction and securing and reducing delivery costs.
Operators can answer frequently asked questions using machine learning. Location-based services on WhatsApp let users find clinics near them.
- Scaling Up Nutrition Program in Zambia
By scaling up nutrition technical assistance, USAID aims to contribute to the healthy, strong, and capable growth of Zambian children. Poor nutrition, repeated infections, and inadequate psychosocial stimulation led to stunting and malnutrition in children.
Under the age of five, 35 percent of Zambian children suffer from stunting. There are several harmful, lifelong effects associated with stunting, including poor cognition and low educational performance. Scaling Up Nutrition is a network of countries that work to end malnutrition around the world.
Scaling Up Nutrition Learning and Evaluation, a USAID project involves all stakeholders in measuring and evaluating nutrition progress.
The Scaling Up Nutrition program of USAID in Zambia employed HCD approaches to address malnutrition. Through community engagement and participatory design methods, the program developed innovative nutrition strategies tailored to local needs. For instance, they co-created community-based nutrition education materials and programs with input from caregivers and community leaders to promote better health practices.
- Divine Chocolate Partnership in Ghana
USAID collaborated with Divine Chocolate, a Fairtrade chocolate company, to support cocoa farmers in Ghana. Applying HCD principles, they developed initiatives that empowered women cocoa farmers by providing them with training, resources, and leadership opportunities. The project focused on understanding the specific challenges faced by female farmers and co-designed interventions to enhance their livelihoods and agency within the cocoa industry.
Challenges in Implementing HCDs in USAID Initiatives
There are a few challenges you might face when implementing HCDs in USAID programs, such as:
The shift of Mindset and Collaboration among stakeholders: Sometimes stakeholders are afraid of going ahead with a project, thinking it might result in failure or achieve no result at all. Well, you must assure them that the project will be successful using your research process and convince them to embrace failure.
Challenges in Different Countries: You might face certain challenges when working in low-developed countries that might not accept change and security threats as well. Without approval from the Regional Security Office, USAID personnel may not travel outside either country's capital city. There can be long delays when traveling to some areas, and insurgents can target personnel implementing projects outside of the capitals.
Conclusion
Using user-centric design principles or HCDs within USAID programs signifies a shift towards more inclusive, adaptable, and impactful approaches in international development. By prioritizing the needs and experiences of end-users, these initiatives foster innovation and empower communities to address their challenges effectively.
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Source: Story.KISSPR.com
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