Client: Bill and Melinda Gates Foundation | Year: 2019
Context
In urban Nigeria, nutrition challenges among women of reproductive age are shaped by a complex mix of social norms, daily routines, and access to healthy food options. In collaboration with a leading global food and beverage company and local partners, our team set out to understand the behaviors and drivers that influence food choices and consumption habits among this demographic—laying the foundation for a behaviorally informed product and engagement strategy.
In urban Nigeria, nutrition challenges among women of reproductive age are shaped by a complex mix of social norms, daily routines, and access to healthy food options. In collaboration with a leading global food and beverage company and local partners, our team set out to understand the behaviors and drivers that influence food choices and consumption habits among this demographic—laying the foundation for a behaviorally informed product and engagement strategy.
Goals
Our goal was to generate deep, contextual understanding of the daily routines, constraints, and aspirations of urban women—insights that would inform the development of a fortified food product designed to integrate seamlessly into their lives. Beyond product design, we aimed to support a broader behavior change strategy that would promote healthier, more sustainable nutrition practices.
Our goal was to generate deep, contextual understanding of the daily routines, constraints, and aspirations of urban women—insights that would inform the development of a fortified food product designed to integrate seamlessly into their lives. Beyond product design, we aimed to support a broader behavior change strategy that would promote healthier, more sustainable nutrition practices.
Methods
I led a qualitative user research study in Lagos, immersing in the everyday lives of urban women to explore their food-related behaviors, routines, and decision-making processes. This fieldwork provided a nuanced view of nutritional habits and unmet needs.
I led a qualitative user research study in Lagos, immersing in the everyday lives of urban women to explore their food-related behaviors, routines, and decision-making processes. This fieldwork provided a nuanced view of nutritional habits and unmet needs.
Building on these insights, we facilitated a co-design workshop that brought together project stakeholders and technical experts to explore preliminary ideas and refine our direction. We then conducted testing sessions in Lagos and Benin City to assess resonance with early product concepts—focusing on packaging, messaging, and overall fit within users’ daily realities.
I also guided the synthesis of research findings into clear recommendations, shaping the direction of the product design and go-to-market strategy.
Outcome
The insights gathered through this process informed critical decisions around product positioning, packaging, and marketing strategy—ensuring alignment with users’ values, preferences, and routines. Our work helped craft a user-informed product concept that supported healthier dietary choices, while also laying the groundwork for a behavior change campaign tailored to the urban Nigerian context.
The insights gathered through this process informed critical decisions around product positioning, packaging, and marketing strategy—ensuring alignment with users’ values, preferences, and routines. Our work helped craft a user-informed product concept that supported healthier dietary choices, while also laying the groundwork for a behavior change campaign tailored to the urban Nigerian context.
By connecting consumer insight with product and marketing decisions, the project advanced a holistic strategy to support improved nutrition outcomes for women—one grounded in empathy, relevance, and everyday usability.
Testimonial
"Ben is an incredible designer with a fantastic attitude that brings positivity and energy to every project. What sets him apart is his natural skill as a facilitator. He creates a space where everyone feels heard and engaged, making collaboration effortless and meaningful. Beyond his skills, his professionalism and genuine care for the work shine through in everything he does. I couldn’t recommend Benjamin more highly—he’s an absolute gem to work with."
- Isabel Sandoval, Senior Strategic Designer
"Ben is an incredible designer with a fantastic attitude that brings positivity and energy to every project. What sets him apart is his natural skill as a facilitator. He creates a space where everyone feels heard and engaged, making collaboration effortless and meaningful. Beyond his skills, his professionalism and genuine care for the work shine through in everything he does. I couldn’t recommend Benjamin more highly—he’s an absolute gem to work with."
- Isabel Sandoval, Senior Strategic Designer
