PSI / Tanzania

Human Centered Design is about doing something and making something with the people you serve. HCD has reinvigorated our team.




In Tanzania, many young women struggle to gain access to accurate information related to their sexual reproductive health. Making matters worse, healthcare providers often deny young, unmarried women their legal right to contraception.

The Approach

Working in deep partnership with PSI, we conducted interviews with girls, parents, friends, health professionals and other influencers to understand the myths, misperceptions and traditions around sexuality. We then designed culturally responsive solutions that were tested and iterated until they made it easier for parents to allow girls to learn about their bodies and for girls to have access to contraception.


We designed a two-pronged approach to address the specific needs and concerns of parents and youth. Our two-generation approach proved so successful that it became foundational to what is now known as PSI's Adolescent360 (A360) initiative.