Graine
September prototyping plan
ABOUT
Graine
Our concept delivers bite-sized social and emotional learning activities directly to a caregiver’s phone.
Graine is a mobile learning experience for families to grow together. It delivers support to caregivers and bite-sized Social and Emotional Learning (SEL) activities directly to their phone. Graine will be available on audio and text format, to enable all different levels of literacy to benefit from it.
ABOUT
DESIGN CHALLENGE
How might we get caregivers to conduct SEL activities with their children regularly?
HABIT THEORY
Charles Duhigg - Power of Habit
Identify the routine
Experiment with rewards
Isolate the cure
Have a plan
B.J Fogg - Behavior Model
Motivation
Ability
Triggers
Cue
Routine
Reward
Easy to do Ability Hard to do
Low Motivation High
Triggers
Succeed here
Action line
HABIT THEORY:
3 phases of research
Pre-prototyping research:
Prototyping research:
Post-prototyping research:
Pre-Prototype Research audience
Research question | Research method | Research materials | Desired insights | What we learnt |
What are the practises at home for playing, learning and leisure? Siblings playing together, afterschool homework, role of extended family... What are the social and cultural practises at home ? Religious practises, moral and cultural norms, storytelling time… | Interviews with caregivers Interviews with children Interviews with members of the household | Interview script Templates to fill in ? Cards and voting activities | Where can we leverage existing practises and trigger points? Who will be the main recipient of these messages |
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What are the dynamics in the household? What are the gender dynamics within the household? What does the household hierarchy look like? Relationships between family members? Roles and responsibilities between family members? | Interview with household members Interview with staff | Interview script and template for activities | Who will be the primary user ? We assume it will be mothers but maybe it’s 50/50 with the father or another caregiver ? |
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What are the community dynamics outside of the household? Focussing on education in particular, we want to understand how caregivers interact with one another, in both formal and informal contexts, looking at the hierarchies, frequency, timing, drivers and modes of interaction. We also need to understand trust networks in the community. | Community mapping | Template | Understanding environmental triggers |
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Research question | Research method | Research materials | Desired insights | What we learnt |
What are caregiver’s media habits, access and brand associations? Especially any services caregivers access for support relating to childcare and education | Caregivers show and tell their media consumption (TV, Radio, videos, phones) Getting copies of the material listened to / watched | Caregivers phones, TVS and radios | Right methods to create and push content |
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What are caregiver’s phone habits and literacy levels (digital / non digital) ? | Idem as above with phones specifically | | |
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What is the base level of understanding of, and attitude towards SEL? How well to parent’s values align with SEL principles? | | Rena | |
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What are parent’s aspirations for their children? Hopes, dreams, fears (with a gender lens) | | | Motivations for engaging in SEL activities | |
What are the economics thresholds of caregiver’s digital lives? Big picture including understanding their economical lives in general (jobs, income..) | | | Share of income spent on digital/mobile Willingness to pay for educational services Price-point sensitivity | |
Prototyping question | Prototyping options | Research material | Desired insights | What we learnt |
What are the most effective and efficient recruitment channels? | Community Representatives (door-to-door recruitment)�Promotional campaigns (leaflets and posters distributed in target areas)�Community meetings (led by community leaders, perhaps block captains?)�Push SMS�Some combination of the above tactics | Hired enumerators & recruiters Flyers Sms content Meetings scripts | How to enroll people in the program |
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What are the most effective and efficient content delivery channels? Audio / IVR + cards ? Audio / IVR + sms ? Sms + cards ? Whatsapp ? | Test a combination of audio + sms in order to highlight the effect of each and the potential to distribute content | | Which format is preferred by the audience. |
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What forms of content are more attractive to caregivers? Quiz / “Dry” information / Stories / Q&A | Test a combination of the different formats and follow up with interviews | | Understand what performs well and inform the production of all the content. |
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What forms of content produce the most positive: Changes in awareness, attitudes, knowledge of SEL Changes in practice of SEL learning in the home | Ask SEL specific questions after the distribution of content, to measure changes in awareness, attitude and knowledge. | | Impact versus desirability of content |
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Prototyping question | Prototyping options | Research material | Desired insights | What we learnt |
What does the economical life of caregivers looks like ? How does it influence their usage of Graine ? | Interviewing caregivers about their financial lives Asking data to the IRC field team | Interview script | Cost of using Graine for the parents Blockers to adoption and engagement | |
Graine’s product roadmap
Caregivers are enrolled in the program
Caregivers receive regular SMS with no phone distinctions
Caregivers receive and answer SMS +Caregivers listen to audio messages
Caregivers implement the SEL activities they receive on sms or audio
Caregivers reflect on their learning and their child’s learning
Children increase their 5 SEL competencies
Graine’s product roadmap
Action in order of priorities | Product requirement |
Caregivers are enrolled in the program |
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Caregivers receive regular SMS without any phone distinctions |
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Caregivers receive and answer SMS +Caregivers listen to audio messages |
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Caregivers implement the SEL activities they receive on audio or SMS |
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Caregivers reflect on their learning and their children’s learning |
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Children’s 5 SEL competencies increase |
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Objectives
Understand:
Camp dynamics to run small trial
Concept validation
Test:
Activities
Understand:
In-depth interviews burundian side
Meetings with IRC staff
Meetings with Refugee staff
IRC staff workshop
Test:
Week 1
Week 2
Week 3
Week 4
PROTOTYPING OBJECTIVES & TIMELINES
Objectives
Understand:
Caregivers identity
Caregivers networks
Mobile use & literacy levels
Caregivers motivations
Daily routine
Most promising concepts to test
Test:
Recruitment campaign
Concepts
Cards
Activities
Understand:
In-depth Interviews with caregivers ✔
In-depth interview with child protection
In-depth interview with community lead
Test:
Graine recruitment sms launch
Focus groups and workshops for audio and concepts
5 moms per zone
Objectives
Understand:
Ability for people to receive and understand messages
Appetite for SEL content for children
Appetite for SEL content for moms
Appetite for Women empowerment tips
Personas
Test:
Sending a flow per day
Reply to simple questions
Activities
Run the textit for 12 days
Run separate testing interviews
Objectives
Understand:
Synthesize everything learned
Engagement rate and frequency of messages
Tone and persona
Relevancy of SEL content
Sms campaign
Audio campaign
Activities
Understand:
Focus groups with beneficiaries from the past 3 weeks
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Trial: which concept is more attractive to mothers?
200 mothers (mix Congolese / burundian)
How are we going to measure the most performing concept?
Trial: which concept is more attractive to mothers?
Concept 1: Women magazine.
Value proposition: Subscribe to valuable and entertaining content, both for you and your children.
How does it work: A robot persona? Sends you information from outside designed for you. You receive that information through sms. It’s a mix of tips for your life as well as games for your children and you to play together.
Trial duration: 9 Days
Tuesday 19th - Thursday 28th
Participants: 100
Concept 1: Moms as SEL receivers and teachers
Value proposition: Subscribe to a series of tips and activities for you and your children to improve your socio-emotional skills.
How does it work: A robot persona? Sends you information from outside design for you. You receive that information through sms. It’s a mix of socio emotional activities for you and your children.
Trial duration: 9 Days
Tuesday 19th - Thursday 28th
Participants: 100
Concept 1: women magazine
Content tone: casual, woman to woman, woman centered, savvy
Strategy: build trust and excitement through a series of fun / women centered messages in the beginning, then introduce games for the children and mom to do together.
Overview:
Day 0 - Monday 18th - Hello, introduction and joy.
Day 1 - Tuesday - SEL for mom + inspirational quote
Day 2 - Wednesday - a celebrity gossip + SEL for mom
Day 3 - Thursday - a joke + another one on demand
Day 4 - Friday - SEL game to play with the children
Day 5 - Saturday - a fashion tip
Day 6 - Sunday - an inspirational quote
Day 7 - Monday - SEL for kids
Day 8 - Tuesday - SEL for mom
Day 9 - Wednesday - something entertaining / joke
Day 10 - Do you want to continue, yes or no ?
Research Questions:
What ‘other’ content do women value?
New Plan
Overview:
Day 1 - Wednesday 20th - Hello, introduction and joy.
Day 2- Thursday 21st - SEL for mom + inspirational quote
Day 2 - Friday 22nd - a celebrity gossip + SEL for mom
Day 3 - Saturday 23rd - a joke + another one on demand
Day 4 - Sunday 24th - an inspirational quote
Day 5 - Monday 25th - a fashion tip + SEL children
Day 6 - Tuesday 26th - an inspirational quote
Day 7 - Wednesday 27th - SEL for kids
Day 8 - Thursday 28th- SEL for mom + thank you
Concept 2: SEL
Content tone: Comforting, role modeling and educative, mom-to-mom,
Strategy: give specif
Overview:
Day 0 - Monday 18th - Hello,
Day 1 - Tuesday - SEL for parents
Day 2 - Wednesday - SEL for children
Day 3 - Thursday - SEL Discussion
Day 4 - Friday - SEL for children
Day 5 - Saturday - Reflection questions + talk to a friend
Day 6 - Sunday - break
Day 7 - Monday - SEL for parents
Day 8 - Tuesday - SEL for children
Day 9 - Wednesday - - SEL Discussion
Day 10 - Do you want to continue, yes or no ?
New Plan
Overview:
Day 1 - Wednesday 20th - Hello
Day 2- Thursday 21st - SEL for parents
Day 2 - Friday 22nd - SEL for children
Day 3 - Saturday 23rd - SEL Discussion
Day 4 - Sunday 24th - Break
Day 5 - Monday 25th - SEL for children
Day 6 - Tuesday 26th - Reflection questions + talk to a friend
Day 7 - Wednesday 27th - SEL for parents
Day 8 - Thursday 28th- SEL for children
Day 9 - Friday 29th- Thank you
Inspirational quotes ideas
Spread love everywhere you go. Let no one ever come to you without leaving happier. - Mother Teresa
There are no great things, only small things with great love. Happy are those. - Mother Teresa
Love begins at home, and it is not how much we do... but how much love we put in that action.
When you educate a woman, you educate a nation.
A mother’s love never ends. / Penzi la mama halishi.
A child will grow up the way he was raised. / Mtoto umleavyo ndivyo akuaavyo.
A woman’s beauty is her character, not her looks. / Uzuri wa mke ni tabi sio sura.
Mother is number one; she has no one against her. / Mama ni nambari wani; hana mpinzani
The mother is a queen; her value is inestimable. / Mama ni malkia; thamani yake haina kifani.
Framings
Framings:
Week 3&4 plan
Interviews:
Survey:
At the end of the 10 days, the moms get to answer questions on:
Week 3
Week 4:
Potential Concepts for Testing
Some concepts include:
MVP Options: One possible scenario
MVP 1: SMS only
Tasks
MVP Options: One possible scenario
MVP 2: SMS, Audio, Mobile Recruitment
Tasks
MVP Options: One possible scenario
MVP 2: SMS, Whatsapp, Printed Cards, Mass-recruitment
Tasks
Brand Positioning
Defining the Graine brand positioning
2. BRAND POSITIONING
1. AUDIENCE INSIGHT
3. BRAND VALUES
4. BRAND VISION
One critical tension in the life
our audience that Hekima
can help resolve.
A single-minded expression of how the brand will answer a critical
tension in our audience’s life.
The underlying beliefs that
support the brand positioning
and lead to the brand
purpose.
How the world is going to be a better place as a consequence of the brand’s intervention.
WHAT IS A BRAND DNA?
2. BRAND POSITIONING
1. AUDIENCE INSIGHT
3. BRAND VALUES
4. BRAND VISION
Moms are the first to influence their children’s socio-emotional development but they are also individual women with their own goals and needs.
Providing valuable (and entertaining?) content to women in a holistic way, enabling them to play a more active role in their child’s development
Respected and respectful
Grounded in SEL
Useful
Light-hearted, but hard-hitting
Infored by local true stories
Inspirational yet accessible
Building self esteem and self value
Teachers are proud to see their students graduate with [grit].
GRAINE BRAND DNA
ARCHIVE
Old plan
Graine research participants for interviews
Final research sessions (week 4)
*whether we select male or female participants depends on what we’ve learned or observed during the research and prototyping phases. If it turns out, for example, that mothers tend to play a more active role in a child’s education and have more time to conduct SEL activities then it’s possible we may want to focus on them for the final FGDs
Week 1
Week 2
Week 3
Week 4
PROTOTYPING OBJECTIVES & TIMELINES
Objectives
Understand:
Caregivers identity
Caregivers networks
Mobile use & literacy levels
Caregivers motivations
Daily routine
Most promising concepts to test
Test:
Recruitment campaign
Concepts
Cards
Activities
Understand:
In-depth Interviews with caregivers
In-depth interview with child protection
In-depth interview with community lead
Test:
Graine recruitment sms launch
Focus groups and workshops for audio and concepts
Objectives
Understand:
Reactions to introductory message and recruitment campaign
What is the most suitable service persona
Technical restrictions
Rate of signing up
Test:
Cards + audio
Distribution method
Activities
Understand:
In-depth interview with receivers of messages via sms or audio
Test:
Flows with cards owners
Audio messages
Objectives
Understand:
Engagement rate and frequency of messages
Tone and persona
Relevancy of SEL content
Test:
Sms campaign
Audio campaign
Activities
Understand:
- In-depth interview with
Test:
Introduction of pull content
Objectives
Understand:
Synthesize everything learned
Activities
Understand:
Focus groups with beneficiaries from the past 3 weeks
Week 1
Week 2
Week 3
Week 4
PROTOTYPING OBJECTIVES & TIMELINES
sms
Audio
Whatsapp (Group dynamics)
Printed cards and Mobile (SMS/Audio/Whatsapp)
Insights
Wednesday 6th September
Today I learned:
Thursday 7th september
Today I learned:
Friday 8th
Monday 11th
Potential timeline for Graine
Week 1
Week 2
Week 3
Week 4
SMS
Audio
Whatsapp (Group dynamics)
Printed cards and Mobile (SMS/Audio/Whatsapp)