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Vital

Primary Preventative Healthcare

solutions for urban slum dwellers

'Vital' emerged out of a 1 month extensive

India Immersion Program

The objective of the project was to propose a roadmap that would foray brand Godrej (An Indian consumer product manufacturer) into the healthcare ecosystem.

The secondary objective was to onboard the in-house design team with global design methodologies and design thinking processes in collaboration

with IID Chicago.

INITIAL CHALLENGE IDENTIFYIED

17% of India continues to live in slums as of 2014 without access to basic healthcare and hygiene facilities.

SCOPE

Provide primary and preventative healthcare solution for slum dwellers to foray brand Godrej into healthcare domain.

Based on the 'Theory of Extreme', we decided to focus on primary and preventative health care for urban slum dwellers as a means for brand Godrej to step into healthcare ecosystem.

Addressing the basic needs and challenges of this populations would not just enable Godrej to create high impact but will also be relatively easy for the offerings to be scaled across privileged sectors in the future.

Entry of a brand would also pave in the way for corporatization and standardization in an extremely neglected category.

Team

Ariana | Pallavi

Sneha | Debashree

Boris | Sarah

Client

Godrej, Consumer good manufacturer

collaborator :

IIT Institute of Design, Chicago (IID)

Duration

5 weeks

Key skills

Design research

Strategy design

Secondary research

Primary research

Insight generation

Design guidelines

Idea roadmap

Strategic directions

Concept generation

Solution clustering

Research

SECONDARY RESEARCH

Identifying barriers to accessing available healthcare facilities.

Extensive secondary research was conducted to understand the current landscape of the healthcare ecosystem and the major components and stakeholders within it were identified.

Secondary research also highlighted barriers faced by slum dwellers in accessing healthcare facilities.

PRIMARY RESEARCH

(Slum dwellers in Powai, Mumbai)

15 people with a diverse medical history were interviewed and their local caregiver networks were studied.

Interviews were conducted with people representing different age group and various medical conditions. These were contextual interviews conducted in the environment that the people reside in to understand the implications of the environment on their condition.

This also gave us an insight into the common challenges that are faced by people in accessing existing healthcare solutions. We also visited local clinics, hospitals, and pharmacists to gather their perspective on the major challenges faced by the people who approach them.

PRIMARY RESEARCH

(Slum dwellers in Powai, Mumbai)

Methods like card sorting, artifact study shadowing, POEMS and immersive interviews were used to empower people to share stories regarding health and hygiene.

The research was conducted over the course of 5 days and various methodologies and cultural probes were administered to engage users in conversations about sensitive (almost taboo) topics like their health, personal hygiene, sanitation facilities and experience with local clinics.

USER STORIES

Initial analysis of the research conducted lead us to our 9 compelling users stories each having faced unique challenges and barriers against accessing healthcare assistance. Their experience with healthcare systems formed the basis of the data analyzed as well as our narrative to highlight the importance of catering to this segment.

Mamta

Victim of misdiagnosis resulting in consuming

wrong medicines

Shivaji

Delayed Gangrene treatment due to relying on alternative medicine available at lower costs

Draupadi

Urinary infection due to lack of proper hygiene

Misdiagnosis, negligent behavior and reliance on home remedies emerged as the common barriers to effective treatment of various ailments and conditions.

Anaysis

ANALYSIS

Methods like 5 E's, 2x2 matrix, and AEIOU were used in identifying insights and opportunities areas layered beneath the barriers identified.

Data gathered through primary and secondary research along with the 9 user stories collated was analyzed using appropriate design methodologies

Strategic deliverables

Master Insights | Design guidelines | Proposed Roadmap to foray brand Godrej into Healthcare

GENERATING MASTER INSIGHTS

Trust | Accessibility | Awareness | Hygiene

Vital ideation

Ideation

A roadmap of concepts targeting various touch points to create a holistic impact was designed.

Design guidelines lead to the design of a roadmap of 6 concepts along with their value webs, and activity systems. The strategy was to leverage existing brand equity to get an entry into the domain and then establish a name for the brand by offering innovative solutions to cater to urban slum dweller.

CONCEPTS

Feature list and value proposition for 4 concepts within the service blueprint were detailed out and shared along with the long-term strategy.

Next steps

WORK EXHIBITED

Strategy and Roadmap were proposed to the business leads during the World Health Day conference and exhibition.

The strategy and concepts were presented to the Board of directors and also exhibited at the World Health day exhibition within the company.

TEAM VITAL

Debashree

Secondary researcher

Sneha

Insight generator and

Ideator

Sarah

Business expert

Boris

Experience designer

Ariana

Documentation expert

(PC credit)

Pallavi

Visual designer

Key roles

KEY LEARNING

Leveraging government policies, designing for extremes, the experience of working on a Sprint project

Working on this project highlighted the critical role of government policies while implementing public health based projects. The importance of Roadmaps and Value webs while collating strategic solutions.
Importance of documentation especially since we worked on the project for 4 weeks and then handed over our learnings and solutions to a different team for implementation.