CONRAD, a leading organization in reproductive health research and development, is dedicated to developing new ways for women to protect themselves from HIV/AIDS, unintended pregnancy and other infections. Funded by the U.S. President's Emergency Plan for AIDS Relief (PEPFAR) and the U.S. Agency for International Development (USAID) through generous assistance from the American people, CONRAD received an award in July 2015, Project EMOTION (Cooperative Agreement AID-OAA-A-15-00033), in support of a Human-centered Design (HCD) strategy to increase demand, use and adherence of HIV prevention products for high risk women in Africa.
Human-centered Design is a methodology that starts with a deep understanding of people’s desires and ends with tangible, new solutions that are tailor-made to suit their needs and shift their behavior. It’s a methodology that has its origins in the concepts of Participatory Design, User-centered Design and Product Design, which were pioneered in the 1970s, and has been evolving through increasingly diverse applications ever since. Our process begins with deep empathy for the people we are designing for and invites them into the process to design with us.