Everything you need to kickstart design research.
Research is the most crucial step in innovation, as it provides an understanding about users’ behaviour and actionable insights anchored in their behaviour, needs and dreams for the future.
Unlike conventional research methodologies, design research amalgamate and curate methods and techniques from the toolboxes of ethnography, anthropology etc. to discover not just insights, but a whole new perspective and fresh ideas which you would never dare to think!
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Photobook for promoting role of birth companions in rural India
A photo book narrative that relays the importance of taking care of expectant mothers with the help of birth companions
Birth Companion Photo book will
Increase awareness about birth companions & maternity care
Birth Companion Photo book
Helps facilitate women's rights during labour
Birth Companions Photo book aids
In reducing incidents of abuse
The book will help spread awareness and information about birth companions and technical information on how to take care of mothers before, during and after labour.
Birth companions become the voice of mothers and support them during labour when they don’t have enough agency.
As there is a lack of respect for maternity at government health facilities, Birth companions often save mothers from mistreatment by health care providers due to overburden.
Selection of Narrative & Style
Validation & user testing led us to develop a narrative that translated into three different styles as short prototypes for the target audience. To successfully educate the rural woman who will help mothers know their rights, and protect their agencies.
Targeting the User Group with Narrative styles similar to Indian Tv series for Information & the Guidance
In our dialogue with the organisations that deal directly with the target user group, we found out that portrayal of the narrative can be similar to Indian tv series. These are places with low literacy levels who do not always enjoy preachy content. But they do enjoy watching melodramatic stories. And therefore the information & the guidance with it can be easily relayed making it more empathetic.
To ascertain readership among Rural Women the Birth Companion booklet has been developed in various formats.
Graphic Novel
Photo Book
Vodcast
Graphic Novel
The graphic novel had a distinctly Indian-looking style of illustration. They were dramatic and dynamic with various types of shots and frames. And helped humanise the characters further.
Photo Book
In the photobook, the readers could see real people and aspire to become like them. The process involved pre-shoot prep, production work, set & costume design. Several recces helped us scout locations suited for the narrative.
Vodcast
In this format, voiceover artists brought life to the characters. The emotive narrations instilled the need of birth companions further.
Planning & preparations helped narratives branch out into formats
Developing personas, creating mood boards helped us understand details & chart out the looks of our characters, their costumes, their behaviour, & the tonality for the entire communication.
The narrative was built to make the birth companion, Uma, a more enthusiastic, encouraging individual. This was one of the characteristics we looked for to translate on camera, which was depicted conceptually for voice narration, & graphic novel as well. Establishing various situational contexts translated smoothly into other formats.
Pre-production: Characters, & Set design
Uma, the Birth Companion
Pinky, the Mother
ANM, Auxiliary Nurse & Midwife
Nurse
We visited facilities to understand & get the real picture of actual scenarios for set design, costume design & prop requirements.
Hyderabad hospital
The Birth Companion Booklet
The photo book is designed to be fun, and interesting for woman in rural communities. The dialogues have been written in Hindi, and are inside call outs similar to comic books. There are key takeaways at the bottom to remind the reader critical information during the birthing process. And some illustrative pages to depict technical information & danger signs.
