Top Line Objective
Girl Effect India is looking to procure the services of a UI/UX /Designer who will serve as support and additional capacity in the Experience Design practice at Girl Effect over the next 1 year. You will be designing and prototyping analogue and increasingly digital experiences with human-centered insights and needs at their core. You'll be inspired by how technology can unlock new possibilities and choices for our audiences and imagine new uses for technology to address access, literacy, security, and other barriers.
Who We Are
Girl Effect is an international non-profit that builds media that girls want, trust and need. From chatbots to chat shows and TV dramas to tech, our content helps adolescent girls in Africa and Asia make choices and changes in their lives. We create safe spaces for girls, sharing facts and answering questions about health, nutrition, education, and relationships, empowering girls with the skills to negotiate and redefine what they are told is possible for a girl.
Our reach is 50 million and counting, and we use technology to reach girls at scale so every girl can choose to be in control of her body, health, learning and livelihood.
Because when a girl unlocks her power to make different choices that change her life, it inspires others to do so too. She starts a ripple effect that impacts her family, community, and country.
That's the Girl Effect.
The Brand
Girl Effect uses a branded media approach towards delivering behavioral change programmes.
We reach girls across the world, where they are - online and offline, to support them at the critical moments in life when choices around their health, education and economic future need to be made.
We use our expertise in behavior change science to motivate and equip girls with information and support to help them see a different future for themselves, act on those choices, and drive greater demand for the opportunities and services available to them.
Chhaa Jaa in India, Tujibebe in Tanzania, Yegna in Ethiopia - are some of our youth brands. They exist across multiple channels - digital ( Facebook, Instagram, Youtube, Tiktok, Whatsapp), TV, radio, print and offline.
Together, these brands reach 50m peoplein 20 countries in Africa and Asia.
Our Approach
Girl Effect reaches girls where they are via multiple media programs
Girl Effect operates multiple media programs, including TV shows, radio dramas, magazines, IVRS lines, digital and social media content, and a global chatbot. Our target audience, adolescent girls and young women worldwide, are now using digital products and social media like never before. Access is managed through a mix of lo-fi and hi-fi devices ranging from feature phones, smartphones, and tablets to laptops. To ensure that our programmes reach girls effectively and efficiently in this complicated maze of media consumption, we focus on reaching them where they
Girl Effect in India
In 2019, Girl Effect launched Chhaa Jaa, a digital-first youth programme that helps girls in India build the confidence to make choices and changes in their lives - from accessing information about her body and services around her, to negotiating about education choices or whether to use contraception. Chhaa Jaa was designed keeping in mind adolescent girls between 17-19 years, currently in higher education, and accessible online via mobile whether girls own or borrow a mobile phone.
Over the last four years, we have invested in setting up key online assets and infrastructure that can be leveraged to deliver programmes under a range of thematics for older adolescent girls. We have built a multi-product digital ecosystem of products - across broadcast and interactive features - that are social media-based and available to girls whenever they need it. This includes:
- Inspiring and enabling social and behavior change content on Facebook, Instagram, and YouTube
- A chatbot called Bol Behen, on Facebook Messenger and WhatsApp that allows girls to explore taboo topics in a safe 1:1 space and nudges them to connect her with health services.
- And a website aggregating youth-friendly services and is updated regularly with blog content.
- A girls-only Facebook group to experience social support and a sense of community
Ongoing & Upcoming Projects
Ongoing
GATES DISF GRANT: To make Bol Behen Conversational: Girl Effect's proposal to develop Bol Behen's natural language processing (NLP) artificial intelligence capabilities to use Hinglish to answer girls sexual health questions was selected by the Bill & Melinda Gates Foundation. Curated and funded by the Digital Innovation Seed Funding the project aims to enhance Bol Behen's conversational capabilities to help scale the impact driven by the current menu-based chatbot in adapting safe sexual and reproductive health practices via building knowledge on SRH as well as intention to access health services when in need. Delivering on funder commitments towards the success of specific project outcomes will be key.
TECH KITCHEN 1.0 MENTAL HEALTH - To integrate Mental Health and Mental Well-being: Funded by Enlight, from 2021 Girl Effect has been expanding the campaigns and programmes delivered under Chhaa Jaa, in line with their ambition to speak to the holistic issues faced by girls under health, education, livelihoods and other complementary thematics. We are currently working on a partnership with Wysa to offer Mental Well-Being support to our audiences. Delivering on funder commitments towards the success of specific project outcomes will be key.
Upcoming-
GAVI - National Cervical Cancer Prevention Vaccine Roll Out - Girl Effect aims to leverage its digital programming expertise to support the Government of India's National roll-out of the HPV vaccine with a programme that leverages social media and technology, to cut through potential misinformation and reach parents with critical and credible information on the HPV vaccine building mass awareness and acceptance of the vaccine. While the primary audience for the National rollout is parents, Girl Effect will additionally develop on-ground programme components to build awareness and acceptance of the vaccine amongst girls themselves. The product mix includes -
- A social media awareness campaign targeted at parents
- An app that can be used offline to support teachers, partners and healthcare workers in disseminating relevant content and engaging with 9-14-year-old girls.
- A new WhatsApp chatbot that parents will be encouraged to engage with - which will be able to answer any questions or concerns they may have about the vaccine,
To revamp Chhaa Jaa's website & backend: Complete frontend and backend overhaul to ensure an improved user journey. Enhance front-end design for modern aesthetics and responsiveness. Optimize the backend for improved performance and scalability.
Summary of Scope of Work
The objective is to provide strategic insights and advice into how to structure and design the visualization module, ensuring they align with the organization's behaviour change goals and target audience needs. The designer will be expected to apply Human Centered Design thinking and approach not just within products, but also across the wider product ecosystem at Girl Effect and the complicated user journeys from product to product as well.
This consultant will work across products such as chatbots, mobile applications, and brand websites, among others related to upcoming and existing products.
UX Analysis
- Devise and conduct a consultation plan with key stakeholders and target audiences including questionnaires, focus groups or interviews.
- Conduct a thorough assessment of the current UX design, identifying usability challenges, and opportunities for improvement.
- Create user personas and scenarios to guide the design improvements based on user needs and goals.
- Provide a detailed report summarizing the findings, including prioritized recommendations for UX enhancements.
- Work with data to optimize and enhance products.
- Own and conduct design reviews with data, engineering and content teams to ensure a successful deployment with an appropriate go-ahead.
UI Enhancement
- Utilize the insights from the UX analysis to redesign and enhance the visual appearance of the web platform's user interface.
- Define interaction models, UI components, and navigation structures to optimize user engagement and facilitate information discovery.
- Incorporate interactive elements to enhance usability and convey complex concepts effectively.
- Develop wireframes, interactive prototypes, and mockups to illustrate proposed UI changes.
- Develop UI mockups and prototypes that clearly illustrate how sites function and look like
- Implement modern design principles, including responsiveness, consistency, and visual hierarchy, while aligning with our brand identity.
- Ensure the new UI design elements fit seamlessly into the existing platform's technical framework, ensuring a consistent and cohesive user experience across all website components
- Ensure that the updated UI maintains or improves the platform's overall performance and loading speed.
- Support UI content creation as and when required.
Who You Are
Skills, expertise and requirements
- You must be fluent in Hindi and English.
- 4+ years of professional experience in a design consultancy or equivalent position collaborating with multidisciplinary teams
- Fluency in the human-centered design process from qualitative research and synthesis to ideation, prototyping, and implementation.
- Service Design, UX, UI - Proficiency in wireframing and design tools such as Invision, Figma, etc.
- You are solution-focused and medium-agnostic, willing to step out of your core skill set or discipline to find the correct solution to a design challenge.
- You have cultural sensitivity, creativity, and resourcefulnesscomfortable finding your way through.
- You deliver precise and effective written and verbal communication to convey ideas, instructions, and feedback to team members, girls and young women.
Highly Desirable
- Experience in health-related content/Behavior change content production in the field of Sexual and Reproductive Health and Rights and Economic Empowerment would be a massive bonus.
- Experience in Conversational Interfaces such as Chatbots
- Basic Understanding/development of Natural Language Processing and Machine Learning
- Cross-cultural design experience and/or working in design for ICT4D
- Experience working in emerging markets.
- Experience collaborating with in-house and third-party developers in agile sprints, stewarding the transfer of design to development.
- Familiarity with tools such as Google Suite, Asana and Slack is a bonus.
Attitudes we are looking for
- Comfortable with complex organizational structures and multiple stakeholders
- Comfortable with shared decision-making
- A do-er thinker
- Enthusiastic about talking to and interacting with people across cultures and geographies - this role will require extensive conversations, presentations, documentation and fire-fighting
- Highly empathetic and context-sensitive - able to balance conflicting needs and priorities decisively
- Mission-driven and cares about making a difference in the lives of young people and vulnerable sections of society.
Expected Commitment
- The assignment will take approximately 1 year to complete.
- The consultant will be expected to spend 5 days a week or up to 40 hours each week on this assignment, depending on the programme's needs.
- The consultant's assignment period is from July 2024 to May 2025.
Location
The consultant must be based and have extensive experience in India. The Assignment is to be carried out in India.
Management
The consultant will have a primary point of contact with Girl Effect, India's Senior Product Manager supported by the wider Create team - particularly the global Experience Design Lead. The language of the materials and reports shall be English. The contract supervisor shall approve all deliverables submitted by the agency before any payment is made.
Tentative Timelines
- Terms of reference published: 13th June 2024
- Deadline for responses: 24th June 2024
- Supplier selection, contracting, and briefing: June
- Project commencement: July 2024
Proposal Submission
Interested consultants are asked to submit the following to support their candidature (Max 5 pages):
- Your understanding of the brief and why you feel you are well-placed to advise us on this
- Credentials/Profile/CV - Please showcase any previous work that you consider relevant to what we are trying to achieve and how we approach our work, and the audience we cater to. Describe the qualifications, experience, and capabilities of the firm or consultant in providing the requested services.
- Breakdown of Costs with applicable taxes and other charges clearly identified in INR. Consultants should provide their monthly billing rate for the requested deliverables.
- Reference- Provide at least three references for similar contracts with a description of the service provided, the value of the contract, and the contract periods of performance.
In their technical proposal, the bidder must demonstrate an understanding of the requirements described in the RFP and demonstrate how the bidder will meet the requirements of the evaluation criteria.
Evaluation Criteria
The criteria against which proposals will be evaluated are listed below:
Technical Evaluation
- Interpretation and understanding of this TOR-10%
- Relevant experience as demonstrated by CV/Profile - 20%
- Technical UI/UX deliverable execution experience - 20%
- Geographical Experience in India-10%
- Evidence of a minimum of three contactable references - 10%
Financial Evaluation
- Value for money/proposed budget breakdown - 30%
In their proposal, the bidder must demonstrate an understanding of the requirements described in the TOR and demonstrate how the bidder will meet the requirements of the evaluation criteria.
Please note that Girl Effect is not liable for any cost incurred during the award/contract preparation, submission, or negotiation of the award/contract. All submitted documentation and/or materials shall become and remain the property of Girl Effect.
VALIDITY of the proposal shall be for 90 days from the date of bid closure.
How to Apply
Please submit proposals, as described above, to
[Confidential Information] by
24th June 2024. Please clearly mark your email with the subject
India UI/UX Designer.
Tax
Girl Effect is obliged by the relevant tax authorities to ensure all taxes are charged where applicable. Applicants are advised to ensure that they have a clear understanding of their tax position regarding provisions to local tax legislation when developing their proposals.
Copyright Disclaimer
All materials/documents arising from this consultancy work shall remain the property of Girl Effect.
Disclaimer
GE India reserves the right to determine the structure of the process, number of short-listed participants, the right to withdraw from the proposal process, the right to change this timetable at any time without notice and reserves the right to withdraw this tender at any time, without prior notice and without liability to compensate and/or reimburse any party. GEEI shall inform ONLY successful applicant(s). The process of negotiation and signing of the contract with the successful applicant(s) will follow.
Please note: We will evaluate only proposals submitted following the application process outlined in the TOR and using our specified email address (
[HIDDEN TEXT]).
Safeguarding
You may be required to undertake safeguarding checks. Shortlisted consultants will be assessed on our organisational values at the interview stage, and the successful consultant will be expected to adhere to our safeguarding policy. We encourage you to read and understand our safeguarding policy, the executive summary of which can be found here. We have zero-tolerance for all forms of violence against children, beneficiaries and staff.
Equal Opportunities
Girl Effect Services is committed to equal opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, marital status, disability, gender, gender identity or expression. We are proud to be an equal opportunity workplace.
We are committed to building an organization that is increasingly representative of, and works extensively with, the communities that we serve. To this end, due regard will be paid to procuring consultancy service organizations and individuals with diverse professional, academic and cultural backgrounds.
