VIAMO YUX FINAL REPORT

1
GENDER STRATEGY FOR VIAMO PLATFORM UX Research
in Mali Avril 2023 - Confidential
Gender strategy for Viamo platform - Avril 2023
2
Research Objectives
Key Findings
Executive Summary

• Identify the type of user on the platform and
  analyze barriers and challenges they face in
  their journey of getting informations
• Understand the perspectives, experiences and
  behaviour of users through the platform,
• Identify womens and girls' needs and barriers
  for activation and frequent use

• Many of the people we interviewed are not
  literate, and most of them need help to dial
  numbers on their phones.
• They are aware of the importance of staying
  informed, whether through the platform, radio,
  community meetings or social networks for some.
• Platform users often listen to the news in
  groups. Some distribute the information they
  receive to their friends and family after
  listening.
• One of the obstacles to use for women remains the
  fact that they don't have their own telephone and
  so use their husband's phone or wait for women's
  meetings to receive information.
• Frequent users complain that it's sometimes
  difficult to call because of the network or lack
  of top-up credit in the stores.

Learning and Evidence Generation for Increased
Women and Girls engagement through qualitative
research and Ideation workshop facilitation to
personalize the user experience for Mali.
3
OUR APPROACH DELIVERABLES
Exploration Definition
Ideation
Desk Research Preparation
Testing report
Kick Off Define missions and objectives Define
core team Align on team roles
timeline Understanding of the context and the
product. Stakeholders Interviews 4 interviews
with project partners partners and Viamo
team. Viamo will provide us contacts Assimilating
data and existing literature from the
project Capacity Building 3 sessions of 2h with
the local UX researcher and Viamo team. Online
sessions of training with examples and exercises
on Miro Board. The capacity building will allow
the local researchers and the Viamo Team to have
strong comprehension on what we need, to have the
right posture during interviews and test and to
take structured notes.

• Qualitative Research
• 10 In-depth interviews with users in 2 regions
  Sikasso and Segou (20) ? Bambara.
• Usability testing
• 5 in 2 regions (10 in total) with recommendation
  grid
• Synthesis Analysis
• Analysis,
• Insights and recommendations
• Identify the quality of users
• Understanding of barriers to activation,
  engagement and retention of users.
• Suggest concrete practical recommendations to
  address the challenges uncovered
• Experience map
• Personae
• guide will be updated while interviews are in
  progress, with feedback on the same day

Internal Workshops Design workshops with your
team to define opportunity areas, define the new
user journey and experience map. 2x 2h workshops
dedicated to sharing learnings and designing
opportunities Online workshops
Additional Testing 1 session of 2h on how to
define the test protocol and prepare the
usability test Support in designing a usability
test, run by Viamo staff and/or
partners Report Graphic design of the report
that included user profiles, experience maps, and
prioritize recommendations
4
Gender strategy for Viamo platform - Avril 2023
RESEARCH APPROACH
5
Qualitative Research Criteria for locals UX
Researchers
2
Gender
1
Location
The recruits came from the Sikasso and Ségou
regions. More specifically, in Sikasso,
recruitment targeted the rural areas of Djedje
and Didie. In the Ségou region, the focus was on
the rural localities of Bla (Fani) and Baraouly.
To ensure to have a full understanding of the
ecosystem around the women, we had a mix of male
and female in the recruitment
We used 4 criteria to identify the participants
for the qualitative interviews.
3
Age
4
Platform use
We recruit participants between 27 and 60 years
old to have the point of view of different
generations.
We recruited participants who were either
frequent users, one-time users or non-users in
order to fully understand the barriers of each
category.
6
Preparation for data collection Involving
Stakeholders in the field
In charge of the recruitment process The viamo
team, in collaboration with its partners at
L'urc, was charged with recruiting participants
and providing credits for bonuses. For frequent
and one-time users, recruitment was carried out
via the 37321 service's caller database.
Non-users were recruited by local community
development workers.
1
Training data collectors Before starting the
research, local UX researchers and the Viamo team
received HCD training that covered qualitative
data collection methods, interview techniques, to
ensure they had the essential knowledge and
skills for field research. The training also
included sessions on user testing.
2
Qualitative data collection The field research
lasted a total of 6 days. It began with the
Sikasso region (3 days) and ended with the Segou
region (3 days), with regular debriefings.
Interviews were conducted in the participants'
local language (mostly Bambara).
3
7
Gender strategy for Viamo platform - Avril 2023
8
Total participants in Mali
There was a total of 47 persons interviewed for
qualitative discussion (30) and user testing
(17).
Users types by Gender
Frequent Users
One-Time Users
Non Users
16
10
4
5
12
0
Men
Women
Men
Women
Men
Women
9
Qualitative Interviews in Sikasso
Frequent Users
One-Time Users
Non Users
There was a total of 17 qualitative interviews in
Djedje and Didie rural areas. It is important to
note that the availability of the participants
was a challenges because of their land work.
11
02
04
Girls and Women
Men
Ages
Literacy
Device type
15
2
23-70 years
Illiterate Koranic School
Basic phone (12/17) Smartphone (05/17)
10
Qualitative Interviews in Segou
Frequent Users
One-Time Users
Non Users
There was a total of 13 qualitative interviews
conducted in the village of Bla(Fani) and
Baraouly which are rural areas .
03
03
07
Girls and Women
Device type
Ages
Literacy
Men
29-62 years
3
10
Basic phone (07/13) Smartphone (06/13)
Illiterate Koranic school Literate
11
Sikasso
Ownership of phone
Among the participants, some own either a simple
phone or a smartphone, while others share their
partner's/children's phones.
Segou
12
Usability testing Methodology
Objectives
1

• 17 User tests in Sikasso and Segou
• 12 frequent users
• 04 One time users
• 01 non users

Understanding how different users navigate on the
37321 service
2
Identify bottlenecks and areas for improvement on
the platform

• Gender dispatching
• 07 Women
• 10 Men

3
Identify the comprehension and succession of
content
13
Gender strategy for Viamo platform - Avril 2023
14
Gender strategy for Viamo platform - Avril 2023
KEY TAKEAWAYS
15
Key Takeaways
Use of the phone
Other women don't have a phone, so they share one
with their husband or children (7/30). Mainly
for financial reasons, some women said they
couldn't afford to buy a telephone, so they
shared one with their husband or
children/grandchildren. In these cases, they only
use it in the evening because the husband use it
on the day and they also need assistance to
dial the 37321.
3
Majority own a simple phone. Some said that they
don't share with anyone Whether active users or
not, the majority of those interviewed said they
owned their own phone (23/30). These are
generally basic phones (19/30), with no Internet
access or other new features. In Sikasso, 5 out
of 17 people own smartphones, 4 of which they
share with their partner. In Segou, 6 out of 13
people have their own smartphone.
1
4
Women have both sim card Orange and Malitel but
mostly use Orange due to the instability of the
network on Malitel In general, women have two
sim cards, Orange and Malitel. But for reasons of
network instability, they use the Orange network
more, even though it can be unstable in the rainy
season. The network is better at certain times of
the day, such as in the evening or very early in
the morning. There are also places where the
network is more stable.
2
The general use of the phone is mainly to make
and receive call and listen to news for both men
and women Used at least 2-3 times a day, the
telephone is mainly used to make and receive
calls, but also to listen to information and
Oumou Diarra advices on the 37321 platform.
Another use of the phone is to make money
transfers (orange money), but also to listen to
music. In Segou, some said that they also are
engaged with social media platforms like TikTok,
Facebook, and WhatsApp.
NB 30 is the total number of the participant we
interviewed
16
Key Takeaways
Other topics
Topics of interest All the women interviewed
said they listened to Oumou Diarra's advice on
the platform, as well as health information. As
for the men, they listen to general information
as well as information relating to their field of
activity (e.g. agriculture, animal husbandry,
etc.).
3
1
Literacy Literacy levels are low in both
regions. Most of them either didn't go to school
or had a Koranic education, and only a few have a
primary or secondary education. In terms of
digital literacy, a big number of participants
can not dial or register a number one a simple
phone
4
Differences between gender Women are less likely
to be on the phone because they're busy with
household chores and other activities (such as
shopping or working in the fields). They often
listen to the platform at night. While men,
after their work in the fields for most of them,
are more likely to listen to the 37321 for hours
on end.
Differences between ages In Segou, the users were
younger and more educated. This encourages
greater use of smartphones and social networks.
2
17
User test key Lessons
-

• The platform is highly appreciated by frequent
  users, especially women because they can access
  to information anywhere, anytime
• High trust on the platform The users Listen
  carefully what is said on the platform. They
  trust the given informations.
• Many positive comportementale and environmental
  change happen thanks to the the high frequency
  of listening of the platform. Women receive
  comprehensive prenatal care thanks to the health
  information they listen to on the platform. As
  for cleanliness, all residents now take the time
  to keep their surroundings clean to avoid all
  kinds of illnesses.

• Both men and women face Issue with complex
  combinaison as 37321 but can press when its one
  number
• Women navigation of the platform is very limited
  for most of them. They has difficulty dialing the
  number on her phone even when the 37321 is save
  in the phone contact. to remediate to that, they
  kept a piece of paper with the number written on
  it.
• Older people underline the importance of having
  content for young people.
• For the one time user, they said that the first
  onboarding voice message is quite long (3-4 mn)
  with many information, that is why they are lost.

18
Key Takeaways from the 14 frequent users
Gender strategy for Viamo platform - Avril 2023
19
Djeneba is a housewife. She was at the koranic
school. She has a simple telephone, which she
uses mainly to check on her loved ones. She has
two sim cards (Malitel and Orange).
Listening to the service opened my mind and
taught me many other things. It enabled me to
understand the usefulness of social cohesion in
the family, monitoring and caring for women in
pregnancy
She discovered the service through her village
ADC. Djenaba often (2-3 times a day) listens to
Oumou Diarra's health and hygiene content and
advice.
- She has difficulty dialing the number on the
phone and therefore needs help from someone else
to dial the number - Network instability and lack
of credit
She appreciates radio drama and dialogue content
on the platform as entertainment in the field of
commerce, as it fosters the evolution and mastery
of marketing techniques, as well as in the fields
prenatal counseling for pregnant women.
20
Key Takeaways Sources of information
Trust the informations provided by the platform
and also the ones from Keneya Nieta Frequent
users said they found 321's content interesting
and entertaining. They trust the advice provided
by the project and value it highly, as it keeps
them well-informed and out of the dark. The
information they receive has a considerable
impact on their daily lives.
The main sources of information are radio/TV,
Keneya Nieta, the 37312 platform and village
meetings and community gatherings for both Segou
and Sikasso, but in Segou they also have access
to social media. Since they don't necessarily
have access to the Internet, their main source of
information is the radio, where they can listen
to the news and certain entertainment channels.
In addition to the radio, other sources of
information include village groups, the 37321
platform and social networks (for many Segou
residents).
When i found a reliable source of information
and share it with others, i feel proud of that.
Frequent user, Female Segou
Without the information I'm lost and feel
uncomfortable. To remedy the situation, I call
321 to get an update. Frequent user,
Female Sikasso
Keneya Nieta Name of the USAID project in Mali
which operates in the field of health and is a
partner of Viamo
21
Word of mouth or through ADCs are the main ways
in which women have heard about the
platform. The platform is mainly discovered by
women at village women's association meetings
(6/14), or even through the Community Development
Agent (ADCs) present in the village (6/14). It
also comes up in casual discussions between
women. They know the platform under the name of
Studio Tamani or Baroni or Oumou Diaras platform
advices.
Key Takeaways Entertainment use of the
platform
The main areas of interest are health (9/14) and
Oumou Diarra's content (7/14). Among the
services offered, the majority particularly
appreciate Oumou Diarra's column. They find Oumou
Diarra's advice judicious and effective in
guiding people in the right direction. The
information is also useful for everyday concerns
cooking, children's hygiene and household
management. Apart from that, the health
information is highly appreciated for helping to
prevent certain illnesses or the consequences of
certain actions, such as home births.
Feedback on the platform Women mainly don't know
how to register on the platform In general, they
really appreciate the information they receive
over the platform as they can listen to it again
and again, unlike on the radio. However, they
don't know that they can register, or they simply
don't know how to do so. 08 people said they
needed more information to register and 04 said
they didn't know how. Also, one woman has
notified us that she is not registered because
her husband already is.
Content listening multiple users on a single
phone due to phone issue or dont having
phone Men listen to the platform's content many
times a day and women listen 3 times a day and
believe that listening is the best way to receive
information. Out of the 07 women who share their
husband's/family's phone, 04 report listening to
the platform with their husband/family. The rest
access the platform according to the availability
of their partner's phone. The reason of sharing
for all of them, is that they don't have their
own phone due to lack of financial means.
22
Key Takeaways Desired platform improvements
Women want content on
Entrepreneurship to help them better
invest/develop their business Health advices
Financial education Agriculture (feeding
techniques, best fertilizers and how to increase
yields) and animal husbandry Understanding
between co-wives, bringing families together and
raising children. More detailed information on
health (e.g. developing content on
health/nutrition, in particular prenatal
consultations for pregnant women and the dietary
needs of the elderly)
The type of content and information they would
like to have on the platform
Entertainment
Culinary recipes Dramas Oumou Diarras content
appears to be the favorite content for women
23
Key Takeaways Challenges and frustrations
Here are some of the main challenges and
frustrations faced by female frequent users

• Unstable network and access to credit that is not
  always available in stores
• Many women require assistance from their husband,
  son, or grandchildren to dial 37321 as they are
  unable to do it independently.
• When they cannot access 37321 or find the topic
  of their interest, it becomes a source of
  frustration for them, as it is their primary
  means of information after the radio.
• They feel frustrated because they have sometimes
  received little or no information about the
  importance of the platform from the community
  development officer.

24
Insights
Users Recommendations
USER TESTS

• Onboarding Dialing the number is a real
  challenge, even when it's stored on the phone.
• Among the 14 user tests carried out, involving 6
  men and 8 women, a significant majority of men (5
  out of 6) actually dialed 37321. Women, on the
  other hand, found it more difficult to dial the
  number (5 out of 8), and often had to ask their
  husbands or other family members for help.
• Registration Some frequent users are not
  registered because they don't have enough
  information. Others, especially women, are
  frequent users but use their husband's, which is
  why they are not registered (6/7).
• Another reason for non-registration is that they
  associate the platform with the telephone
  operator's services, which are subject to a
  subscription fee.

• Would like one-button access to the platform and
  information (a shortcut key with the
  pre-registered platform number).
• Frequent users suggest starting with the sections
  rather than the digest. They want direct access
  to the content that interests them (skip option).
• Some users want the platform to be available as a
  smartphone application (in Segou).

I don't know how to dial 37321 by myself. I
always call my son or another person to help
me A.Kone, Men, 58 years, illiterateFrequent
caller
25
Insights
Users Recommendations
Content

• As for those interested in agricultural content,
  they said they rarely listened to the information
  given because they couldn't understand the
  information provided about agriculture.
• However, some women admit that they don't fully
  explore the navigation and often limit themselves
  to numbers 1 (health content) and 2 for
  entertainment. They didn't know there was more
  information on the platform.
• There's not enough information for young people,
  according to some women who want to listen to the
  platform with them.
• One very active user also stopped using the 37321
  service, because once the platform offered him
  the chance to give his opinion on the subject of
  female genital mutilation. When he said what he
  thought about it, the call was interrupted and
  ended, which deeply offended him because of his
  traditional beliefs.

• Suggestion take a closer look at family
  relationships. For example, Oumou Diarra's themes
  could focus on men's financial contribution to
  the household, as women bear a large share of the
  household's financial expenses.
• They would like more information on children's
  health (bleeding problems), the fight against
  malaria, the importance of doctors for health and
  advice on blood transfusions in treatment.
• Users also suggest the idea of a communication
  channel integrated into the platform for customer
  interactions.

II use the platform 2 or 3 times a week, from
12pm to 2pm because I work in the morning, and in
the evening I listen to it until I fall
asleep.. K.Dia, 29 years, IlliterateFrequent
user
26
Sekou farms and raises livestock to support his
family. He has a simple telephone, which he
sometimes shares with his wife. He has an
Orange/Malitel sim, and finds the network more
stable.
Although farming is my primary activity, I don't
understand the information given on the subject,
which is why I don't listen to this content.
Sékou discovered the platform through word of
mouth. He regularly listens to her for
information on entrepreneurship, health and
education. He also follows the news of the
country through it He also listens to Oumou
Diarra's advice with his wife, he finds this
content interesting
- Network instability in the village, the
network can be very poor. - Too technical
information He doesn't understand the
information provided on agriculture, which is why
he doesn't listen to it, even though it's his
field.
He likes music, chatting with other men when they
get together. He'd like to have ZIKIRI songs on
his phone for entertainment.
27
Key Takeaways Desired platform improvements
Entertainment for both
Men are interested in content on
Religious themes and Quranic teachings Traditional
music Zikiri music
Entrepreneurship, in particular business
management Aviculture Poultry farming and
fattening
The type of content and information they would
like to have on the platform
Men and Women who own a smartphone said that If
the service were available on a smartphone, they
would like it to resemble the WhatsApp
application, but with audio and video streaming .
28
Key Takeaways Challenges and frustrations
Here are some of the main challenges and
frustrations faced by men frequent users

• They share their phones with family members so
  they they can not always listen their favorite
  personal content
• They say that outside the platform, it's
  difficult for them to get quality content on
  agriculture, livestock farming, their business
  and so on
• They are very interested in the content on
  agriculture, but find it difficult to decipher
  the content on offer.

29
Key Takeaways from the 05 one-time users
Gender strategy for Viamo platform - Avril 2023
30
Sabou is a married woman with 5 children. Her
main tasks are picking karite almonds,
agricultural work and domestic chores. She has
her own smartphone and doesn't share it with
anyone.
Without information, she is stressed to avoid
this, so she goes in search of information from
the best-informed people in the village. On the
phone, I listen to the news, watch videos, listen
to and send voice messages on whatsapp.
- Access to credit, which is not always available
in the village - Problem of returning to her
original language when they (one-time users)
change it inadvertently
She discovered the 321 service thanks to the
president of the village women's association. On
her first call, she listened to the
health/nutrition content. She found the platform
interesting, even if she didn't immediately
understand how it worked.
She hangs out on social networks, listens to
music on her phone too. She would like the
content to be related to the fields of
agriculture, culinary recipes and health
(prenatal advice for pregnant women).
31
Key Takeaways Sources of information
Trust the informations provided by radio, TV and
stakeholders For the one time user, they
experiment and trust information given by the
radio, the TV or doctor if it is health
information. They found 321's interesting and try
to test it in order to have another source of
information and benefit from advice on health and
The main sources of information are radio/TV,
Keneya Nieta and village meetings and community
gatherings Apart from these sources of
information, they have tried to add the 321
platform to the list to diversify their sources
of information, but also because they will have
content available when they want it. The
availability of the information is particularly
mentioned by women because they
Without information, she is stressed to avoid
this, so she goes in search of information from
the best-informed people in the village. On the
phone, I listen to the news, watch videos, listen
to and send voice messages on whatsapp. One
time user, Female Sikasso
32
Key Takeaways Challenges and frustrations
The main challenges and frustrations faced by one
time user regarding the use of the platform

• Problem of returning to their original language
  when they change it inadvertently the first time
  they call the platform
• For non-literate people, it's hard to remember
  the 37321 number after the first call. For some,
  the number is stored on the phone by community
  development agent or someone else but they can't
  find it in the contacts on their own, so they
  just drop it.
• A significant reason for the non-return on the
  platform is that for some users, their phone is
  no longer working due to a breakdown.

33
USER TESTS
Insights
Users Recommendations

• Changing language is almost impossible for some
  one time users. For people who have used the
  platform once and have not returned, they explain
  that they made a mistake when choosing the
  platform language. And because they didn't
  understand the chosen language, they stopped
  calling.
• Another reason why user call once is link to the
  fact that after the first call the they lost or
  forget the number.

• Safiatou suggests more demonstrations at meetings
  held in the village.
• That the platform be available as a smartphone
  application. (Segou)

I get the wrong number every time I try to
access 321, which discourage me Y.Cisse, 23
years, Koranic schoolOne time user
He was annoyed to see that women are valued more
than men on the platform and that, in his
opinion, the complementary nature of men and
women is not promoted. Male One time user
34
Gender strategy for Viamo platform - Avril 2023
Key Takeaways from the 11 non-users
35
Alima is the 2nd wife and have 4 children. Due to
financial issues, she doesn't own a telephone but
she shares her son's phone when she needs it.
I'm really looking forward to having access to
the platform, there's a lot of information on it
that I could use.
She discovered the service through word of mouth.
But due to her situation, her informations comes
mainly from the radio and meetings in the
village. Sometimes she arranges to be present
when her husband calls 37321 to use the platform
- Doesn't have a phone, but she says she'll
remedy that so she can use the service. - Doesnt
really know how it work (its her husband who use
it and she just listen with him)
She enjoys listening to content about
relationships in marriage, wedding festivities,
local music and more. She'd like to get the
information she needs over her own phone, because
for her it's more confidential and she'll be able
to inform and educate herself on sensitive
subjects.
36
Key Takeaways Challenges and frustrations
The main challenges and frustrations faced by non
user in are

• They do not have a phone due to lack of financial
  resources (6 over 23 women). So there is one
  basic phone for her and her husband.
• Many women don't have their own phone and share
  their husband's (only to make calls if
  necessary). Others said that due to lack of
  time, they dont have time to use the plateforme
  (7 over 23 women in both regions)
• Difficulty buying credit because of no enough
  resources
• They feel frustrated because they have sometimes
  received little or no information about the
  importance of the platform from the community
  development officer.
• A small percentage of people refrain from using
  the platform due to their lack of knowledge on
  how to navigate it.

This platform need to be promote more because
its really helpful. I get information from my
friend but i dont know if it simple to use as
listening radio. Im not very confident with my
phone Female non user
37
Insights
Users Recommendations
USER TESTS

• For this category, dialing 39321 is also a
  challenge. Only some younger users (between 23
  and 35 years) can dial by themselves
• They find great the opportunity to choose a
  another native language different from Bambara
  but ask on a way to switch between them
• Some female non user explain that they heard
  about the platform before the test but they
  doesn't go on the platform because they doesn't
  know how to use it(if they need phone credit,.
  For some of them, after the explanation of the
  ADCs they lost or forget the number.
• For non users , when they dial the number for the
  first time, they find the greeting long.

• He would like to see one-touch access to the
  platform and information.
• That the platform be available as a smartphone
  application. (Segou)

she seemed lost when she was searching for how
listening to health related informations because.
Needed assistance for thate One time user
38
Gender strategy for Viamo platform - Avril 2023
Experience journey map and opportunity
prioritization
39
DIENEBA KONE Married, Koranic School - Frequent
user
KEY STEP
KEY STEP
??
??
She heard about the platform through the
Community Development Officers. The latter wrote
down the number on a piece of paper for her.
When she got home, she called her daughter to
dial the number.
Listen to the welcome message and consult the
health section by pressing "2" on herr
own. Become a frequent user but not registered
Don't listen to all the sections available on
37321 until the end because of lack of time. So
alternate between health news and the Oumou
Diarra show.
Tries to listen to news about agriculture on the
advice of a friend, but hangs up after a few
minutes
PATHS / ACTIONS
Impatient and a bit embarrassed
??
??
??
??
??
Curiosity, interest
Satisfied
Happy
Confused
EMOTIONS

Can't remember the number. Or save it on her
phone.
Forced to listen to the digest which is a bit
long (about 4 min)
Can't find enough time to explore the
platform. Not registered because she hang out
just after she finish to listen her favorite
content
The information provided is not easy to
understand.
The number to dial is long and complicated
CHALLENGES
More themes relate to fattening, fertilisation
and techniques for raising yields. Target crops
grown by women or have them led by women experts
in agriculture.
ADC, radio and people who disseminate the
platform to share the number 37321 not in french
but in local naming like it says when the users
select a native language
- Make the 37321 code shorter so non literate
users can get it easily
- Production of a teaser explaining the
importance/benefits of registration - Redesign of
the registration process by making it verbal and
short
- Allow the users to spoke through the
platform- - Keep in mind let them develop even
when their perspectives are different with the
content the platform promote
OPPORTUNITIES
40
SABOU DIAKITE Married, literate - One time user
KEY STEP
KEY STEP
??
??
She heard about the platform through the
president of the village women's association.
Looked for credit all day and ended up finding it
in a sales outlet in another village.
She made her first call and when she tried to
select a language, she pressed the wrong number.
She tried to call back but the language was still
the same
She now listens through her husband's telephone
when he is available.
PATHS / ACTIONS
Glad but not pleased
??
??
??
Frustrated, disappointed
??
??
Curious
Tired
Blocked
EMOTIONS
Doesn't understand the language spoken, so can't
change it back to their preferred language
Not enough information about how the platform
works.
The fact that they need credit when they've been
told the service is free Availability of Orange
credit at points of sale Not enough points of
sale around
Does not know how to change language Lacks a
reference person who can help.
Only has access to the platform when her husband
is present Listens with everyone, to what
everyone wants Can't listen to sections that only
interest her personally
CHALLENGES
Keep a short random message at least in Bambara
wich remember the the key they have to press for
their native languages
-Have a restart number/ press key when the
language chosen is not the right one -
-For shared telephones, put in place a strategy
to record other people using it to listen to the
platform
-Platform promotion campaigns Campagnes IVR a
envoyer sous forme d'humour pour inciter a
appeler la plateform -Train users in the
villages to promote and explain the platform
-Reduction of the minimum credit to 1F instead of
100F -Presenting the study to Orange and Plea to
the Mobile Network Operator to remove the minimum
credit charge -interoperabilité du service Orange
Malitel for those zho have Malitel sim card
OPPORTUNITIES
41
Gender strategy for Viamo platform - Avril 2023
Opportunity areas
42
How Might Wes Information on the platform

• Here are some high level opportunity areas
  regarding the lack of information on the
  platform, its uses and the rest that could be
  further explored
• How might we ensure that people have enough
  information about how the platform works?
• HMW enable users to easily regularly switch
  between languages that they are comfortable with?

• Recommendations
• Send out IVR campaigns in the form of humor to
  encourage people to call the 37321 platform.
• Improve the training of viamo's partners in the
  field (ADCs) to demonstrate how to use the
  platform during group meetings.
• Identify the leaders of women's groups or
  influential young people in the communities and
  make them ambassadors/partners to promote the
  platform.

43

• Here are some high level opportunity areas
  regarding womens registration on the platform
  that could be further explored
• How can we provide information to women on the
  importance of registering?
• How can we provide clear instructions for women
  to register?

How Might Wes Women registration on the
platform

• Recommendations
• Bring registration to the forefront of the
  platform (front on service) by directing users to
  registration as soon as they call on the service.
• Change the naming "enregistrement" to
  "Identification", for example, or another
  reassuring word in Bambara.
• Reassure people about registration (show the
  difference with telephone operator registration,
  talk about security, use of personal data, etc.)
• Production of an instructional teaser about the
  registration
• Conduct users tests to find the best way to
  register (positioning, type of questions, number
  of questions, etc.)
• Involve field partners in registration awareness
  campaigns
• Incentive for registration (credit gifts)

44

• Here are some high level opportunity areas
  regarding the access to the platform that could
  be further explored
• How might we ensure easy access to the platform ?
• How might we ensure access to the platform
  without credit?

How Might Wes Access to the platform

• Recommendations
• Reduce the number of the platform, 37321 is long
  to dial for illiterate people
• Have field agents save the platform number as a
  shortcut on users' telephones (during group
  gatherings)
• Mobile application to access the service
• Advocacy with mobile telephony partner (Orange
  Mali) to remove the minimum credit charge or
  reduce it to a symbolic 1frcs

45
Desired content for women

• Health
• Pregnancy (giving birth at home), prenatal
  consultation
• Develop content on heath and nutrition (eg.
  dietary needs for older people)
• Counselling for men ( assisting their wives
  during prenatal consultations)
• Family related content
• Efficient management of the household
• Right and duties of men and woman
• Child rearing and parenting
• Marriage advices
• Advice for newlyweds (living together in the
  family and in the village, with an emphasis on
  customs and traditions)
• Others
• Culinary recipes
• Women entrepreneurship
• Simple, clear information on farming/agriculture

46
Gender strategy for Viamo platform - Avril 2023
47
Thank you!
Oulymata Sène UX Researcher oulymata_at_yux.design
Marylène-Adnette MIGAN UX Researcher marylene_at_yux.
design
YUX Design hello_at_yux.design yux.design