Study to assess the role and impact of SHG women, and generate insights on the communication framework and suggest relevant interventions for Arunachal State Rural Livelihood Mission.
Context
To achieve success as entrepreneurs, Arunachal State Rural Livelihood Mission (ArSRLM) regularly provides training and workshop on various livelihood business opportunities.
The project seeks to identify sustainable best practices that can increase and scale up the rural livelihood model of the SHGs of ArSRLM.
It also aims to identify and design new monetization opportunities by researching the ArSRLM ecosystem.
Timeline
10 days
Role
Responsible for ethnography research, design ideation, communication strategy
Host Family during the entire research process
GOAL (01)
To understand if the working model of the training programs improves the livelihood
Assess the viability of the trainings and workshops and the impact it has on the community
Assess and improve the experience delivered by resource person and training personnels.
To identify any challenges faced by the SHGs
PROCESS
(02)
COMMUNICATION FLOW
(03)
Lack of Feedback Mechanisms
Noticeable absence of structured and reliable systems for gathering feedback from Self-Help Group (SHG) members.
Minimal opportunities to express concerns, or provide suggestions regarding the programs aimed at their upliftment.
Disconnect Between Stakeholders and Implementers
Misalignment between the efforts of implementing organizations and the actual needs of SHG members.
Programs and interventions may fail to address the ground realities and unique challenges faced by the beneficiaries because of the disconnect.
Lack of communication channels
Lack of internet connection often becomes a barrier in disseminationg information
The SHG members and the implementors have very less physical meetings.
USER JOURNEY
(04)
I decided to converge my research to one recent workshop to highlight the challenges faced by the SHGs.
ArSRLM regularly provide trainings and workshops on various livelihood business opportunities after which the members incorporate those learning practically and partake in entrepreneurial ventures of their own.
I thought it was best for me to use this a starting point to actually understand the user, and in this case the SHG members. I used the training programme as a premise to create a user journey map.
The Premise
Recently a weaving workshop was conducted in Sunpura. I thought it was best for me to concentrate on a few workshop and highlight the problems around it and suggest opportunities for improvement.
PRIORITY MATRIX
(05)
I then took the insights gathered from the user journey of the training programme and then used the priority matrix to identify the problems. This was done so as to fix the problem systematically and focus on the important problems first.
SOLUTION SPACE
(06)
I then took the insights gathered from the user journey of the training programme and then used the priority matrix to identify the problems. This was done so as to fix the problem systematically and focus on the important problems first.
CO-DESIGN EXERCISE (07)
A design exercise was carried out. Through a participatory approach I worked together with the SHG members on how to go about working on sustainable solutions when starting a business of any products.
What did we do in the exercise?
9 members in total
I gave the members a choice to take up any business idea for which they would like training from experts. The members chose baking as the exercise.
I handed out chits and recorded their answer.
This was done to see if the proposed solution to the problems could be achieved.
We then looked at the end-to-end process to start up a baking business.
What was the result?
8 out of 9 participants said they would take up baking as a business venture.
The reasons given was there was proper follow-up and support.
RECOMMENDATION (08)
MARKETING DELIVERABLES (09)
On the final two days of the research process, I sat down with the SHG members and made a few marketing contents as an example to show the various ways they can market, advertise and scale up their business.
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