Featured Program Characteristics and Approaches to HCD Integration

Project VA360Reimagining TA
GoalReframe oral PrEP to increase demand and adherenceIncrease demand and access to modern contraceptionInspire and plant a seed for system change for improved TA
Target audienceAdolescent girls and influencers (parents, partners, health care workers)Married adolescent girlsGlobal and in-country users, buyers, and implementers of TA
HCD dose (i.e., Design as an ingredient;Design as a spark; Design end-to- end)22Design end-to-endDesign as an ingredientDesign as a spark
DurationSouth Africa: 2015–2018Zimbabwe: 2019–present2016–20202018–2020
Application of HCD to advance global health programmingHow HCD can reframe a product (shifting the perception of oral PrEP from medicine to self-care) to advance an HIV prevention service delivery programHow HCD can be used to define a new service delivery solution (“Smart Start”) that can be adopted by the ministry of health and rolled out countrywideHow HCD can be used to redefine program planning and delivery itself (technical assistance) in the context of global health programs
HCD methods employedMarket (literature review, stakeholder interviews) and design research (immersions, workshops), synthesis (user journey mapping), prototypingDesign research, synthesis, prototypingDesign research (stakeholder interviews), co-creation workshops, and design sprints
OutputsFour-pillar implementation approach drawing inspiration from fashion and beauty brands, including a starter kit styled after a makeup bag that includes a lip balm shaped pill case that silences rattlingSmart Start, a program that uses goal setting and financial planning as an entry point to discussing the role of contraception with young married couples.1. Nine critical shifts that need to occur to transform the current TA system. These shifts are a bridge between the identified challenges of current approaches and the future vision 2. Twenty design principles of good TA for global and local stakeholders
Funders and partnersSouth Africa: PEPFAR-supported, USAID-managed via Project EMOTION Zimbabwe: PEPFAR-supported, USAID-managed via Engage Design, in partnership with PSI, PZATaPSI,, Center on the Developing Adolescent at UC Berkeley, Bill & Melinda Gates Foundation, Children’s Investment Fund FoundationBill & Melinda Gates Foundation, Child Health Task Force Secretariat (through JSI), Sonder Collective
  • Abbreviations: HCD, human-centered design; JSI, John Snow Inc.; PZAT, Pangaea Zimbabwe AIDS Trust; PEPFAR, U.S. President’s Emergency Plan for AIDS Relief; PrEP, pre-exposure prophylaxis; PSI, Population Services International; TA, technical assistance, UC; University of California; USAID, U.S. Agency for International Development.

  • a V Zimbabwe was created in collaboration with adolescent girls and young women, health care workers, and a global network of partners led by Engage Design—a human-centered design partnership including McKinsey & Company, Matchboxology, and PATH—alongside PSI Zimbabwe, Pangaea Zimbabwe AIDS Trust, and the Zimbabwe Ministry of Health and Child Care. V Zimbabwe is infused with the spirit of EMOTION, a CONRAD-led partnership with IDEO, Matchboxology, Abt Associates, CAPRISA, and Instant Grass, that launched V ( V Zimbabwe was made possible by the support of the American people through the United States Agency for International Development (USAID) under the U.S. President’s Emergency Plan for AIDS Relief (PEPFAR) through EngageDesign contract 7200AA18M00011 and EMOTION Cooperative Agreement AID-OAA-A-15-00033.