Good care during pregnancy is important for the health of both the mother and the development of the unborn baby. Good ANC links the woman and her family with the formal health system increases the chance of using a skilled attendant at birth and contributes to good health through the life cycle. Inadequate care during the time of pregnancy could lead to severe health complications for both women and babies.

This project aims at designing antenatal care services for the pregnant women of the Gaduba tribe of Andhra Pradesh, India, in collaboration with Global AID, an NGO which have already been providing several services in the tribal belt. Since the tribal community still lives below the national poverty line and also lives far away from the rural/urban civilization, there are many barriers for the community members to access basic healthcare services. The goal of the project is to provide antenatal care services by leveraging the local community members and active actors in the ecosystem. The final deliverable is a design of new user journey maps throughout the lifetime trajectory of a pregnant woman with several digital and human touchpoint interventions leveraging the network of the community and the NGO.

Case Study Download:
• Designing Antenatal Care Services......