MYDAWA Redesign to Optimise Family Planning in Kenya
with ThinkPlace Kenya, Jhpiego Kenya and MYDAWA
Background
Digital counseling (DC) and direct-to-consumer (DTC) platforms have emerged as transformative tools for enhancing access to quality family planning (FP) information, counseling, and products. Platforms, such as MYDAWA, provide an on-demand, user-centered experience that addresses the logistical, privacy, cost, and stigma challenges that primarily affect women and girls in their contraceptive decision-making. By leveraging mainstream digital channels where consumers frequently purchase other pharmaceutical and household products, these digital solutions can also increase the visibility and acceptability of FP products, thereby unlocking latent demand.
Users' decisions to access contraceptives through e-pharmacy platforms are influenced by various factors, including awareness, convenience, fear of side effects, religious or cultural beliefs, trust, privacy, credibility, digital literacy, affordability, and accessibility. Optimising the user interface of the MYDAWA platform to address these factors and the mental models that inform the adoption of digital innovations is essential for overcoming barriers to contraceptive uptake through e-pharmacy.
Given the nascent evidence base for DTC and DC, ThinkPlace was contracted by Jhpiego and MYDAWA to conduct rigorous research to demonstrate the effectiveness and scalability of optimising e-pharmacy for FP in Nairobi and Mombasa, Kenya. As the Project Lead and Behavioral Science Advisor, I was serving as the contact point for the client and managing the project's tasks, resourcing and timeline, while ensuring the quality of deliverables and our ideas were anchored on user insights.
Phase 1 - Inception & Collaborative Desk Review
Given budget and time limitations, we organized a collaborative desk review workshop to capitalize on the diverse expertise of each partner in various aspects of family planning. Prior to the workshop, I formulated specific areas of inquiry for each partner, and together we addressed these questions using a collaborative Mural board. Focus areas included behavioral science for family planning, UX best practices for family planning and e-pharmacy, marketing best practices, the family planning landscape in Kenya, including policy and regulations, and data from MYDAWA about their users.
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We then hosted a physical workshop with all partners to discuss the desk review and key insights. We formulated key behavioral problem statements and hypotheses to guide the upcoming research.
Following the workshop, our team conducted a UX audit of the MYDAWA platform to uncover valuable insights into the user experience of individuals seeking family planning (FP) products and services in Kenya. The audit focused on various aspects of the platform, including the website and mobile app, product discovery, user control, visual design, error prevention, and more. Insights from the audit helped us to further refine our behavioral problem statements and hypotheses as we transitioned into the research phase.
Phase 2: Formative User Research
Insights from the collaborative desk review and UX audit of the MYDAWA platform guided the design of the research tools, which included focus group discussion (FGD) and in-depth interview (IDI) guides. We incorporated innovative tools within the guides to gain deeper insights about FP users' mental models, digital literacy levels, preferences and beliefs. These tools included card sorting, good advice corner and UX testing. The goal of the research was to discover women's and their partners' mental models with regards to family planning, their preferences and ideal product basket, and behavioral levers that would nudge them to either start purchasing FP products or continue to make proactive decisions with regards to FP.
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To design the segmentation plan for participants in Nairobi and Mombasa, we used user data provided by MYDAWA. We analysed this data to uncover demographics, psychographics and purchasing trends of FP users and non-FP users over 6 months. Based on these insights, we defined the participant criteria for FP users who were not on MYDAWA.
The field research in Nairobi and Mombasa took place over 2 weeks.
Phase 3: UX Design with Behavioural Science Principles
Building on the knowledge derived from user trends and behaviors, we proceeded to co-design ideal user journeys and flows for the MYDAWA platform with the project partners. We also explored user preferences for the FP product basket and the factors influencing these preferences.
Our UX team then designed the ideal user journeys and wireframes. After validating with project partners, our team completed an entire website re-design, prioritising different usability aspects and making the benefits of FP, range of FP products and access to medical advice about FP clear and salient on the website. The following are few examples of the re-design:
Home Page Before
We decluttered and simplified the design, making CTAs and Category titles stand our more.
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We positioned Sexual Wellness as one of the first categories on the home page.
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We included FP products under "Offer of the Day."
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We included a section to speak to a specialist about FP clearly on the home page and framed messaging to give the user control and agency: "Plan your family, your way."
Menu Navigation Before
Home Page After
Menu Navigation After
On the Main Menu, Sexual Wellness used to be hidden in the 4th layer, and under 'Personal Wellness' which is not very intuitive for users.
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In the re-design, Sexual Wellness is the first option under 'Shop by Category.' The design is also clean and inviting.
Contraceptives Page Before
Before, clicking on Contraceptives would take users directly to the product list page, without providing any education or opportunity for users to compare and find the best product for their unique journey.
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In the re-design, Contraceptives are organized by type. Users can learn about each type, browse available products and even speak to a Specialist for more personalized service.
Contraceptives Page After
Other Key Features
A few of the other key re-designs include:
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Videos added to the product description page to better educate users about the product and how to use it.
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A free tool for users to calculate their fertility window based on their cycle.
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A blog with articles and additional resources about FP.
Ultimately, the aim of the project was to generate user-driven UI/UX designs, flows, and journeys anchored in behavioral insights around consumer behavior and preferences for online contraceptive purchases. The insights and designs from this project will inform FP stakeholders, including telemedicine and e-pharmacy platforms, and support the development of an enabling policy, regulatory, and market environment in Kenya for e-pharmacy and telemedicine.
Reflection
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Where there is a will, there is a way...
Notwithstanding budget constraints, we can utilise inventive and adaptable strategies to attain project objectives through collaborative efforts and a shared passion for making an impact. I strengthened my project management skills by regularly revising the resource allocation plan and introducing innovative approaches, such as the collaborative desk review, to ensure adherence to tight timelines and budget.
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Balancing behavioural design with other design methodologies needs to be a mindful exercise
I learned that conflicting priorities arise when fellow designers' primary focus is not behavioral. As a behavioral designer, my inclination is to delve into understanding individuals and their influences, needs, beliefs, and emotions beyond the realm of technology, along with cognitive and emotional factors that come into play when engaging with a specific technology. In this context, my aim was to comprehend the user as a holistic individual offline and create a comprehensive behavioural map (prior to their interaction with the digital interface). Conversely, the UX designer tends to emphasize the user flow (from the moment the user accesses the platform). Where we place our focus not only shapes our choice of research methods but also impacts the nature of interventions we design; therefore, it is crucial to communicate and align on priorities before beginning project activities.