Radical Innovation and Taboo

: How to Encourage the Acceptance of a New Menstrual Product in South Africa through Behavioural Design

Abstract

The aim of this design research project was to develop a method of encouraging the acceptance of Nula, a new reusable menstrual pad in South Africa. This dissertation initially explored the complexity of trying to introduce a radical innovation and taboo product into the South African market. What makes radical innovations problematic is that they fall outside the frame of reference of potential product users, and therefore often do not reach their full potential when initially introduced. A radically innovative menstrual product adds the additional complexity of taboo to market acceptance. Methods that have been developed to introduce radical innovations are often post-design and product-centric and do not take the user or their context into account. Therefore, behavioural design was selected as a method for behaviour around menstruation to be unpacked in the South African context. In order to engage with the complexity of this behaviour, Activity Theory was used as a systemic theoretical framework. A behavioural hypothesis was formed through the exploration of literature and expert interviews, which was refined to a behavioural statement through interviews with participants. Three problematic themes were identified as encouraging menstrual taboos, namely: uncleanliness, concealment and sexuality. Young adult women were identified as the target audience for the introduction of the Nula pad.

A honing strategy was devised as a way of guiding the design development of Nula. The strategy was comprised of four design methods: appropriate technology, designing affordances, designing meaning, and designing mindfulness. All methods were aimed at influencing product design and user behaviour to make the acceptance of a new menstrual product more probable. They sat on a spectrum that ran from continuity, in alignment with what already exists, to development, which challenges problematic
preconceptions and mindsets. This spectrum accommodated user’s cultural and social norms, whilst allowing the designer to encourage appropriate shifts. The honing strategy was finally implemented
during the design refinement of the Nula reusable pad, which tackled the three themes identified during the behaviour mapping. The success of the strategy in encouraging the acceptance of the Nula pad, was finally evaluated through participant feedback.

The approach of this design research project in encouraging the acceptance of a radical innovation which is taboo is valuable not only in menstrual health, but could find use in the introduction of similarly innovative and taboo products.

Date of Award	2020
Original language	English
Awarding Institution	University of Johannesburg
Supervisor	Angus Donald Campbell (Chief supervisor) & Despina Christoforidou (Co-supervisor)