Rose Matthews, M4ID // Co-design for cultural barriers
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This document discusses the process of co-designing products and services across cultural boundaries. It describes co-design as having phases of discovery, understanding, creating, and implementing solutions through collaboration with end users. Various methods are presented for each phase, such as focus groups, prototyping, and testing concepts in pilot programs. Cultural factors that must be considered in co-design are also outlined. The document argues that co-design is an iterative process that requires flexibility and input from local communities at all stages.
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Rose Matthews, M4ID // Co-design for cultural barriers
- 1. Rose Matthews Co-Designing Across Cultural Boundaries
- 2. INTERDISCIPLINARY APPROACH Technical Public Health, Development, Clinical, Emergency Response Co-ordination Project Management, Monitoring & Evaluation, Partnerships Comms Campaigns, Behaviour, Engagement & Advocacy System, Service, Product, Space, Experience, Interaction Research Social Sciences, Mixed Method, Participatory, Creative Futures Policy, Trends, Scenarios Creative Strategy, Concept, Visual / Art, Storytelling Design Design Research Creative Co-ordination Futures Comms Technical
- 3. OUTCOMES • New knowledge • New service models • System strengthening strategies • Product, space innovation • Behaviour change initiatives • Campaigning, advocacy • Capacity building and organisational change
- 6. ”Asking the end users to design their own solution.”
- 7. ”Asking the end users to design their own solution.” ”Crafting activities that uncover their needs.”
- 9. OPEN EXPLORATION COLLABORATIVE SYNTHESIS & IDEATION PILOTINGPROTOTYPING & ITERATION CO-DESIGN IS CONTINUOUS Replicating desired outcomes through rapid, iterative prototyping. DISCOVER UNDERSTAND IMPLEMENTCREATE
- 10. EXAMPLE METHODS Focus Groups Contextual Interviews Group Exercises (journey mapping, card sorting etc) Ideation Cards Concept Test (e.g. roleplay) Prototyping Piloting Etc
- 11. CULTURAL DIFFERENCES Language & dialect Level of education / literacy Religious beliefs Gender, age and marital status Customs and etiquette Legal and moral views Arts and music Food and drink Men need to give permission Age = status Homosexuality is illegal and immoral An unmarried woman shouldn’t hear certain things Work is strictly hierarchical Free to talk about anything, openly and honestly
- 13. Who leads the activities?
- 14. Who can / should be there?
- 15. Pictorial tools
- 16. Local materials
- 17. Incentivisation
- 18. Informed consent
- 19. TACTICS Pictorial instruments Local ’guide’ (e.g. community healthcare worker) Continual iteration of tools Observations over descriptions Local materials, familiarity Careful team selection – who should run and attend sessions What we offer in return – polaroids, food etc
- 20. OPEN EXPLORATION COLLABORATIVE SYNTHESIS & IDEATION PILOTINGPROTOTYPING & ITERATION CO-DESIGN IN DISCOVER PHASE Replicating desired outcomes through rapid, iterative prototyping. DISCOVER UNDERSTAND IMPLEMENTCREATE
- 25. LESSONS IN THE DISCOVER PHASE The first set of instruments is only a starting point Translations and transcripts take time Cultural immersion and mapping Right place, right time – go with the flow!
- 26. OPEN EXPLORATION COLLABORATIVE SYNTHESIS & IDEATION PILOTINGPROTOTYPING & ITERATION CO-DESIGN IN UNDERSTAND PHASE Replicating desired outcomes through rapid, iterative prototyping. DISCOVER UNDERSTAND IMPLEMENTCREATE
- 27. Thorough analysis of data, tagging sources with reference numbers UNDERSTAND
- 32. LESSONS IN THE UNDERSTAND PHASE The value of thorough data analysis and synthesis Bringing in the voice of the end user Guiding the process of ideation Clarity of ’what next?’
- 34. Activity title Activity description 1. 2. 3. 4. 5. Outputs Plan for synthesis Learnings Data from other sources Tracking changes over time Existing trackers Date & time Symbol mapping Calendar choice Pilot of calendar Other projects around tracking Expert interviews Religious events based on date Current mechanisms Selection of symbols Usage results Affinity map of symbols Collection of successful and unsuccessful mechanisms Health trackers to prototype and test
- 35. Organising co-design activities in a way that allows us to rigorously test and evaluate the concepts
- 39. CREATE
- 40. CREATE
- 41. LESSONS IN THE CREATE PHASE Be ready to abandon your favourite idea Bring implementers in from the start Look for local production opportunities Consider wider impact on the community
- 42. OPEN EXPLORATION COLLABORATIVE SYNTHESIS & IDEATION PILOTINGPROTOTYPING & ITERATION CO-DESIGN IN IMPLEMENT PHASE Replicating desired outcomes through rapid, iterative prototyping. DISCOVER UNDERSTAND IMPLEMENTCREATE
- 44. ODISHA PILOT - BALASORE & BASTA
- 45. LESSONS IN THE IMPLEMENT PHASE Multiple partners required – bring them in early Clear measurement and evaluation plan Definition of success
- 46. Thank you!