What was the challenge?
UN Women Asia Pacific and World Design Organization (WDO) virtually organised Gender Equality Asia Pacific design challenge on the persistent issue of violence against women and girls (VAWG). This collaboration aims to address VAWG through the lens of design by thoughtful human-centric, solution-based initiatives that will contribute in achieving development outcomes like Inclusion and awareness of diversity, community and global engagement, personal and social responsibilities etc.
Timeline
Orientation
Aug 10 - 13
Define & Explore
Aug 14 - 17
Materialize
Aug 18 - 21
Understand
Persona
Prototype
Frame
Ideate
Materializing
Empathize
Story Boarding
PROJECT OUTLINE
Project Brief
How can we promote behavioral change to reduce VAW by changing the mindset that VAW is normal?
Team
The team has 20 selected participants and four facilitators to guide us through the challenge. The team had participants from India, United Kingdom, Canada, Turkey, Nepal and United States
Key Deliverable
- User Research, Empathy Mapping, Building Persona
- Scenario Mapping, Concept generation, Story Boarding
- Concept sketch
UNDERSTAND AND EMPATHIZE
Thoughts of Normalize VAW
Challenge Statement
Empathy Mapping
Persona
Scenario Mapping
‘NORMAL’ ways of thinking about VAW & underlying norms, beliefs and biases (using socio-economic model
Deconstructing the problem statement
Different mindsets that normalize VAW
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Where do these mindsets exist?
What kind of behaviors perpetuate these mindsets?
What new behaviors should we replace these with?
Persona
We drew the persona of young man as a key user .
Often during the college days students think, reflect and also get influenced by their surroundings in order to have a good image among the peers, hence the target group was considered as college students and the goals, challenges and needs were noted accordingly.
Empathy Mapping
The team was divided into smaller groups and empathy mapping was done considering various age groups in men, women and LGBTQ.
It was further narrowed down and the user group we finally chose were young men between the age of 17 to 25 (the college students).
Scenario Mapping
Considering the scenario of a young man and drawing his journey from being a bystander to an ally helped us ideate on our final concept.
We considered steps in the process of being an ally from a bystander and drew out the journey and thoughts, feelings a young man, in our case our user Kabir would have.
Internal conflict
Design Goal
‘We are designing an experience that will help Kabir evolve from being a bystander to an active ally’
IDEATION
Brainstorming
Final Concept
Gender training part of orientation in school
Games that make them hero for certain behaviors
Siren App
Ad campaign with traditional gender roles reversed
A human library of survivors, allies and reformed perpetrators
Local or virtual workshops on VAW
Adventure digital game or board game playing a woman and experiencing different types of violence
In-your-face street art / infographics on VAWG, kinda like Banksy.
Statistics: Anti-VAW clock
Partner with famous people to post about the dangers of VAW/gender bias
1 day as women experiment
QR Code
Final Concept
Gamify the experience for Kabir to understand about VAW by using QR codes around the campus.
MATERIALIZE
Storyboarding
Concept Brief
High Fidelity Screens
CAMPUSDIRECT
CampusDirect is a comprehensive digital and physical experience which will meet the needs and goals of the young men (by-standers) as an interactive role-playing game and the physical discovery of hidden clues within the campus, stories to generate awareness plus understanding, building character, future-proofing for success with mentor ship, networking and rewards like free trails/ discounts.
Story Boarding
High Fidelity Screens
After drawing out how our concept would look, we worked on designing our screens which would be visible after scanning the QR Code. The app named Campus Direct is for directing the campus students in becoming an ally from a bystander.
Registering and Onboarding
Giving the users the freedom to login through their phone number, social accounts or google accounts.
Since we have gamified the entire process for their consistent engagement, there are a set of rules they need to follow which they will be guided through during the onboarding process.
Scanning the QR Code and Maps
As soon as they onboard on the application they would see options for scanning QR code and checking the map. The Main page also has access to their profile and earned rewards which they can check and utilize accordingly.
The Maps help them to navigate through the campus for finding
more QR codes to earn more rewards.
Game and Incentives
After scanning a QR code they would be redirected to the page where they have to answer a question or two. There will be a short scenario/ story/ case in visual format (either be in Video or JPEG format). After watching the video the students are expected to answer the scenario based/ learning based question.
Depending on their answers they would be rewarded with incentives which they can redeem for on campus facilities and at times these can be in form of academic credits.
Multiple Choice Questions and Rewards
Some questions would also be related to the responsibilities
and privileges they have. Through this we aim at making them
realize about the unfair division of responsibilities at home and
society.
Depending on the answer they’d be provided with statistics or the other relevant information depending on which country they belong or are from.
Potential options to ensure the user continues to use the app beyond the first day
01
Continue giving incentive the user by offering a reward program throughout the school semester.
02
Use gamification to turn the app into a fun continued experience like, where the user searches around the campus for new clues.
03
Evolve the app into an everyday necessity, blending the QR codes also into campus markers for navigation to classrooms and facilities throughout the campus.
04
Turn the app into a type of virtual classroom with course credit.
FINAL NOTE
It was truly an honor to have been accepted as a participant for the Generation Equality Asia Pacific Design Challenge. It was enlightening and an humble experience to have been collaborating with designers, researchers, artists, psychologists, design leaders and many more professionals from across the globe to solve for Violence Against Women (VAW) using behavioral design. Personally I had never thought I could use my design knowledge to make this world a safe place for women to live. Working on the idea where the target users were young men but actually trying and understanding their thoughts was tough but with the help of the UN Team and researchers it was easy to grasp and understand. Points being brought during the challenge were surprising and shocking. The entire design challenge helped me think better as a designer and communicate better as a person. The sprint made me realize that we could work in any situation and design and research can be done remotely without any excuses
It was an honor working with my team and learning so many new things and implementing them. Lastly a big thank-you to World Design Organization and United Woman for selecting me among 1000s of application and given the opportunity to contribute to this wonderful challenge.
With this I conclude the presentation for Phase 1. We’re working on development and partnerships for our concept to be more effective and would put that up as soon as we finish it in Phase 2.
THE TEAM
Thank You