The approach to this research intuitive was all about making young women feel comfortable talking about their intimate experiences and birth-control practices. The design team felt that it needed to do more than understand their lives and motivations; they needed to truly empathize with these women’s situations without making any judgments. So, during the interviews the designers spoke with women as peers rather than ad researchers.

Credits: IDEO Design Team for National Campaign for Teen and Unplanned Pregnancy

Contact: Katie Clark: [email protected]