NGO Kurumins
How might we emotionally help mothers and get new volunteers to help the NGO Kurumins?
Project Overview
Role:
Product Designer e UX Researcher
Timeline:
Jan/22 - June/22
6 months
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Group:
Isabella Borges (Product Designer e UX Researcher)
Daniel Pontes (UI Designer)
Stefane Silveira (UX Researcher)
Thays Magalhães (UI Designer)
Bruno Vito (Product Designer)
Beatriz Mazuco (UX Designer)
Goals
The nongovernmental organization (NGO) Kurumins helps 14 communities (around 268 children) in a small city in Ceará, Brazil.
It works by encouraging sports practices among children and offering meals to volunteers, children, and young people.
During the pandemic, the NGO began to provide therapies for mothers with anxiety and depression and to perform therapy with children with special needs.
The goal of the project was to focus on the mother's pain points, bringing solutions to make their life easier and emotionally stable.
Pain points
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Lack of support network for motherhood
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Lack of time to take care of themselves
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Lack of resources to search for income
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Small village without good logistics to transportation themselves
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Lack of health system
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Research
Survey
The survey was the first tool we used to understand some characteristics of the mothers and recruit them for the interviews.
We had 7 mothers of the NGO Kurumins who replied to our survey. We also lauched a similar survey to a similar public of mothers.
I worked with Stefanie building up the survey on google forms and analysing the results.
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Insights
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Most of them are young mothers, between 25 and 34 years old
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Have 1 to 3 kids
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Most of the children go to school
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Didn't have the chance to finish school
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Earn up to a minimum wage (R$ 1.212,00)
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Few skills or opportunities to seek their ow income
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Most of them are married
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Don't have time or support to focus on themselves
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All of them are grateful for the help of NGO Kurumins
Interviews
After collecting some contacts in our survey, we decided to do a WhatsApp interview, because of the constraints of the mothers. Most of them didn't have wifi at home and used internet data.
The interviews were made through voice messages by Stefane, and I was responsible for analysing the results.
On the following table below each question and validated hypothesys.
Insights
The first strategy to analyze the results was Afinitty mapping all of the results.
After understanding their habits, anxieties, motivations, and troublesome, it was time to complete the jobs to be done and understand their job story.
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Jobs to be done
Business goals vs. Users goals
Solutions
How might we...
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help mothers to have psychological help?
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help mothers know they can lean on the NGO Kurumins?
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help mothers to take care of their health?
High fidelity prototype
After ideating our solution we decided that we needed to have a solution-focused on getting more volunteers to help the NGO but also more helpful for the mothers.
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The website is focused on getting donations and volunteers that can come to the NGO to give courses, classes, therapy, or teach any sport to the mothers.
This is possible through the "Help a mother" program that gets the interested person in contact with the NGO.
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You can navigate through the high-fidelity prototype here
Learnings
Sometimes we can't solve all of the problems. But we can develop a solution for a major one.
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Every project has constraints. You have to decide with your team how to deal with it.
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Sometimes you have to adapt and find alternative users that have the same profile as the original ones.
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Thank you!