That Awkward Moment
Developing a Communication Strategy to Sensitise the Indian Youth towards Sexuality Education
Developing a Communication Strategy to Sensitise the Indian Youth towards Sexuality Education
Graduation Project at the National Institute of Fashion Technology, New Delhi
Sponsor: Design Route
Mentor: Satvinder Singh Channey
Objective: To help facilitate the initiation of conversations between an adolescent and an older person, whom he trusts (who maybe a sibling, or a parent, or an older friend) and to equip that older person with enough information to answer the adolescents curiosity regarding sexuality issues.
This project manifests itself in a three part service comprising a social media campaing, a web portal and a mobile phone application. Here I explain the process of designing the web platform. The web platform is where this older person - ideally a young adult, can LEARN about, and LEARN HOW TO TEACH concepts of sexuality to his/her peers and siblings. It is an attempt at making the importance of sex education apparent to young people in Indian metropolitan cities, empowering them (new adults) to take on the responsibility to learn and spread the correct information about sex and sexuality amongst their peers.
Home Page
The Home Page is a space where users can easily navigate through all the Questions / Flash Cards / Information Bits. They can toggle between a Grid Map or a List View as per their preference, search for a particular information and ask their own questions.
The Flash Cards (the boxes) can be filtered by AGE, GENDER and TYPE OF EXPLANATION.
The content is divided into four types of explanation:
1. Stuff you must tell – Information that an adolescent must be made aware of at his/her age
2. Stuff to share if asked – How to tackle questions an adolescent may just happen to ask
3. Myths & Facts
4. Tips & Advice on how to carry forward a conversation
1. Stuff you must tell – Information that an adolescent must be made aware of at his/her age
2. Stuff to share if asked – How to tackle questions an adolescent may just happen to ask
3. Myths & Facts
4. Tips & Advice on how to carry forward a conversation
Flash Card
When clicked on, these information blocks open up a window explaining the particular concept / answering the question. Users can select the age group they want to address the selected question to and also get additional links and resources related to the topic. They can also ask their own question here.
Links and Resources Pop Up Window
Ask Your Question Pop Up Window
PROCESS
Following is a brief explanation of the process of designing the web portal. The aim is to shape information
and design content to create an experience that seeks to change the prevalent thinking patterns of a society.
Based on the AIDA Model by E. St. Elmo Lewis model, I postulated the characteristics of the ideal content flow that I envision for my user.
The Consumer
This product is designed to be consumed by adolescents of the following age groups:
0-5 yrs, 6-9 yrs, 10-12 yrs, 13-15 yrs, 16+ yrs
This categorisation is based on Erik Erikson’s, 5 stage theory of psychosocial development that I made some adjustments to. Erikson emphasizes on a person’s cognitive growth with regard to his/her surroundings/society.
The User
The designed information is specifically structured for 5 age groups, as mentioned above. The information, however, is meant to reach these 5 age groups (consumers) via our primary target audience (user) who is a young person above the age of 18. This person can be a sibling, or a parent, or an older friend.
Information Architecture
The user of this product is different from the consumer. The information is fashioned to maintain a focus on the user, while simultaneously facilitating a possible shift of focus on to the consumer when needed.
The information is organised to progress as an adolescent’s body and mind progresses - physically and emotionally, demanding answers for certain phenomenon. For example, it would start by explaining puberty, gradually moving on to intercourse and safe sex practices.
Finally, all the information is contained within the following categories:
Child Sexual Abuse, Puberty, Anatomy, Sex & Relationships, Safe Sex & STDs, Negotiation & Coping
All information can be availed by all age groups, but the manner of expression or the detail in explanation varies according to the consumer’s age and cognitive abilities. The explanation of the concepts would escalate in complexity as the reader matures.
Content Design
I worked with two options for the overall tone of the message. The propagation of the message could be UNDERGROUND or simply UNAPOLOGETIC. I chose to go with the unapologetic approach because it stresses on the need for the society to be open about issues of sexual nature.
I worked with two options for the overall tone of the message. The propagation of the message could be UNDERGROUND or simply UNAPOLOGETIC. I chose to go with the unapologetic approach because it stresses on the need for the society to be open about issues of sexual nature.
Following are the guidelines I developed for the content to follow. Humorous, Light - information in doses, Less time consuming, Easy to understand, Light hearted, Novel/New/Surprising, Engaging
These qualities are based on what would appeal to the target audience as 'cool'.
User Experience
Case Scenarios were useful to enumerate the needs of the user and construct hooks for an ideal experience.
I classified my case scenarios on the basis of:
a. Number of Visits – Is it the user’s First or Second visit, etc.
b. Level of Involvement – How much does the user already know about the importance of sexuality education.
a. Number of Visits – Is it the user’s First or Second visit, etc.
b. Level of Involvement – How much does the user already know about the importance of sexuality education.
I plotted the relationship between the user’s involvement level and the number of visits and concluded that the First Visit of the person with the Least Involvement, is the priority.
Site Structure
The final sitemap is a product of several drafts of wireframes.
Following are the many drafts that I worked on.
DRAFT 1
DRAFT 2
DRAFT 3
DRAFT 4
DRAFT 5
DRAFT 6
DRAFT 7
Introduction of the Quiz Format.
In this draft, I shaped the ‘Learn’ bit into a quiz format to make the experience more engaging. Various formats like fill in the blanks, replace a word, match the following, spot the difference, multiple choice questions, etc were explored. The new wireframes were designed to accommodate all the different types of questions.
In this draft, I shaped the ‘Learn’ bit into a quiz format to make the experience more engaging. Various formats like fill in the blanks, replace a word, match the following, spot the difference, multiple choice questions, etc were explored. The new wireframes were designed to accommodate all the different types of questions.
DRAFT 8: Final Draft
