︎

Improving Family Planning Services For Young Couples In Rural Ethiopia


PROJECT

Family Planning in Rural Ethiopia

CLIENT

Ideo.org

ROLE

Project Lead  |  Human Centered Design  |  Service Design

PROBLEM


While motherhood remained a central aspiration for many of these young women, they often lacked the information, resources, and decision-making power needed to achieve healthy pregnancies safely. Teenage pregnancies continue to be associated with elevated risks for both mothers and infants, contributing to persistently high rates of maternal and infant mortality.





RESEARCH PROCESS


We set out to understand the environment, societal context and traditional customs young adolescent couples live in and discovered the challenges and barriers they encountered along their sexual reproductive health & fertility journey.




CHALLENGE


Our key objectives centered around tackling embedded power dynamics and systemic barriers that limited girls' access to antenatal care, proper nutrition guidance, and continuous reproductive health services.


FIRST PROTOTYPES & FIELD TESTING


Our research revealed that traditional customs and social structures often excluded young women from decision-making about their own pregnancies. We designed interventions that focused on shifting mindsets, building agency, and addressing power imbalances that created barriers to care. We tested 6 prototypes in 2 rural locations in Ethiopia and carried out 100 interviews with users & key stakeholders.

FIELD RESEARCH FINDINGS


We synthesized interviews, summarized our key learnings & formulated design recommendations.




FINAL PROTOTYPES


We collaboratively tweaked, modified and merged our prototypes. We carefully looked at where our interventions sat along the MNCH and family planning journey of couples ensuring that the different needs at different stages along the track are met. 

Our final tools aimed to transform the conversation around reproductive health from individual burden to shared responsibility, empowering young women while engaging their support networks in ensuring safer pregnancies and continued family plannig access.


SMART ANC TRACKER


This leaflet guides young couples through the complete pregnancy journey, providing developmental information, danger sign recognition, and ANC checklists to encourage joint decision-making and care adherence.



SMART NUTRITION


The guide delivers clear, accessible guidance on essential nutrition and supplements for healthy pregnancy illustrated in a culturally relevant way.


CONTENT

Courtesy of Ideo.org