From Assumption to Insights: Field Testing a Toolkit for Anganwadi Workers

As designers, we’re often told to "design with empathy," but what does that even mean? What does it mean when the design is intended for the last mile - the Anganwadi Worker (AWW) in rural India?

Recently, at Crossed Design, we’ve been designing a Social and Behavioural Change Communication (SBCC) toolkit for Anganwadi Workers in Madhya Pradesh, under Project SENU. This project is funded by an Indo-German collaboration and implemented in India by GIZ.

Crossed Design's researcher interviewing Anganwadi workers from Madhya Pradesh's Khandwa District during user research.

We were tasked with conceptualizing and designing two key SBCC products:

1. A toolkit to equip AWWs with knowledge of Positive Deviance (a behavioral change methodology).

   
   

2. A workbook designed to document and organize Uncommon positive behaviour insights from the community.

Positive Deviance toolkit for Anganwadi Workers

Accordion type Positive Deviance workbook for Anganwadi Workers

While conceptualizing the workbook, our team had the brilliant idea of using an accordion format instead of a conventional book. This accordion design would supposedly offer great flexibility for AWWs: when unfolded, it could function as a chart, and if needed, it can be folded into a compact notepad. While on the field, she can easily fold the workbook and tuck it neatly into any register, allowing her to take notes even while standing. Back at the Anganwadi centre, she can spread it on the floor or a wall to visualize data from all the steps at once. It was a great concept, and everyone—GIZ, various government stakeholders, and us—was super excited. We thought we had hit the jackpot; it seemed like an idea worth a design award.

But… A wise thought crossed our minds: "Ye use kaun karne wala hai?" (Who is going to be using it?)

• Is the designer going to use it? No.

• Is the project team going to use it? No.

• Is the Sarkar (government) going to use it? No.

• Is the German public going to use it? No.

• Is the NGO going to use it? No.

  
  

It is going to be used by the Anganwadi Workers of Madhya Pradesh.

And that made us pause. We can assume we ‘know’ what is best for them, but who gave us the authority to decide on their behalf?

Field Testing location Khandwa District government office

So, we took the old-school approach and asked the users themselves. We visited AWW centers in rural Madhya Pradesh. The idea was simple: we grounded our understanding in their lived experiences. The goal was clear: build products that are not only useful but usable in the unique context of an Anganwadi worker’s daily routine. The experience was humbling and enlightening. What we didn’t anticipate was the complexity of their lives—and how crucial it is to incorporate real-world context into every aspect of the design.

Anganwadi worker Supervisor sharing her feedback on the PD workbook and toolkit

"Arree, itna koi Anganwadi worker ke liye sochta bhi hai? Bada accha laga ye dekh kar," said an AWW Supervisor during the field study in Chhegaon Makhan, Madhya Pradesh.

(Translation: "Oh, can anyone even think this much for an Angadwadi Worker? It feels really good to see this".)

In this post, we want to share what we learned during this field validation, the challenges we faced, and why design research is a critical process when creating products for the frontline workers in rural India (or other developing nations like Africa, Southeast Asia, etc.).

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Lessons Learned

1. Fail Fast, Fail Often

Angadwadi Workers writing on the PD workbook

One thing we quickly learned is that no matter how much planning you do, things don’t always go as expected. Our initial idea for the workbook was based on a theoretical understanding of how the AWWs might use it. We designed it as an accordion-style document to help guide them step by step through data entry. But when we tested it with real users in the field, the folding mechanism was confusing. Even though we had laid out the steps clearly, the design wasn’t intuitive.

Angadwadi Worker Supervisor assessing the accordion design of the PD workbook

The feedback we got from the AWWs was eye-opening:

“Hame kuch kitab sa kuch mil sakta hai? Jisme peeche likhne ke liye support ho?”

(Translation: "Can we get something more like a book, with a hard surface at the back for writing?")

It was tough to hear, but that kind of feedback is essential. It helped us understand where we went wrong and pushed us to look beyond our own assumptions. Real feedback from real users (in this case, AWW supervisors) helped us focus on what actually works for them.

2. The Importance of Cultural Context and Immersion

Angadwadi worker explaining her daily routine and workflow

This experience also taught us how critical it is to understand the local context. We found that AWWs are juggling multiple tasks at once. They handle up to 11 different registers, tracking things like maternal health, child growth, immunizations, and stock. But despite this heavy workload, there was a clear gap in how these records captured community insights. That’s where Positive Deviance came in—highlighting how some people in the community find innovative solutions even when resources are limited.

When we saw how AWWs manage their work on the ground, we understood why certain solutions weren’t working. It became obvious that our designs needed to reflect their real-world challenges. It’s not just about creating something universally functional—it’s about designing something that fits seamlessly into their daily routine.

3. Design Research Is an Ongoing Conversation

Angadwadi Worker's Supervisor sharing her feedback on PD workbook

One of the most powerful moments of our field testing came when an AWW supervisor shared:

“Ye workbook badia hai, isse hame aur CDPO ko madad milegi, ab hum dekh payenge ki kisi bhi dikkat ka samadhan kaise nikala ja sakta hai.”

(Translation: “This workbook is great. It will help us and the CDPO (Child Development Project Officer) to find solutions to any issues. It will give more meaning to the work we do.”)

This feedback reassured us that even though the first iteration wasn’t perfect, it was on the right track. However, this is just the beginning—the process of reiteration is ongoing. We’ve learned that designing for the last mile is a dynamic process that requires continuous feedback and adjustments based on the evolving needs of the community.

For those of us working in design research, this experience reinforces a few key principles:

Design research is about learning, not confirming assumptions. 

• Too often, we might frame our research to confirm our own biases (e.g., “Hope you like the color of this workbook?”). But the real value comes from open-ended questions that allow users to express what works for them, what doesn’t, and what they really need.

  
  

Immersion in the community’s cultural and social context

• This is what makes empathy actionable. Until we saw firsthand how AWWs interact with their tools, we didn’t realize how disconnected our design was from their reality.

Grounding Design in with user voices

• When we bring users into the design process, we not only build better products but also ensure that these products will have a lasting impact. Without the AWW’s feedback, our products would never have evolved into something truly useful.

If you’re looking for ways to get started, or are in the process of designing something for someone, this project is just one example of how the design process can change the way we approach product development. Whether you’re working in healthcare, education, or any other field, context matters. This human-centered design process helps us uncover the nuances that make products truly meaningful.

If you’re working on a similar project, feel free to reach out to us at hello@crosseddesign.com. We’d love to understand your challenges and initiate a design dialogue.