Best in Category: Empowering
Best in Show
People’s Choice
Interaction Awards 2022
In semi-developed and rural areas where infrastructure, lack of information, and restrictive notion of culture adversely impact pregnancy journeys and delivery outcomes, UMA is a pregnancy service that aims to empower pregnant persons and their ancillary support system. For the pregnant woman and her support system, the service leverages household resources and practices to inculcate medical adherence, proactive decision-making, and building help-seeking behaviours.
For medical personnel, UMA lessens the burden of care and smoothens doctor-patient interactions for increased productivity. How is this done? Through videos, a sticker-sheet, and an app! The pregnant woman and her family watch the explanatory videos during their visits at the health care centre to know how they can use UMA for their benefit. They are given a trimmest-specific sticker sheet (with daily stickers for tracking nutrition, danger signs etc. and scannable stickers that lead to informative videos). They track their pregnancy on their own culturally-relevant calendars at home. They carry along their sticker-marked calendars to their next appointment, where the doctors scans it with the UMA app to derive insights on their overall health (through Optical Character Recognition with Machine Learning).UMA eases the pregnancy experience by engaging different levels of stakeholders after considering their socio-demographic context, through multiple touchpoints that are accessible to them.
