A Women's Safety App
"The "I'm Safe" app has since achieved global recognition, earning its place among the top ten women's safety apps in India and receiving the prestigious Push Tech Innovator Award at the esteemed Push Conclave 2024, held in Delhi."
About our Org & Team
At Ruah Tech Solutions, the recognition of a pressing need for a women's safety app sparked an initiative driven by a fusion of technological innovation and social responsibility. This project aimed to serve as a beacon of safety, empowerment, and solidarity for women globally.
I was part of the core project team formed by 1 business strategist, 1 design researcher and 1 product manager. My duties were to help define the research plan and create the research material for the different parts of the project, synthesize the data gathered in the field, uncover key insights and opportunity areas, trace the product strategy guide
Vision of the Project
The vision of our women safety app is to provide a reliable and accessible tool for women to enhance their safety and well-being in various situations. We aim to empower women by offering features such as emergency alerts, location tracking, and resources for support, fostering a sense of security and confidence in their daily lives.
Empowerment and Accessibility
Location Based Safety
Discreet Alerting and Community Engagement
Education, Prevention, and Feedback
Partnerships, Advocacy, and Global Reach
Key challenges encountered prior to conducting User Research - Factors to consider
Conducting user research for a women safety app in India presents several challenges, including cultural sensitivities, privacy concerns, and logistical difficulties. Here are some of the key challenges:
Trust and Rapport
Problem
Building trust and rapport is crucial for honest feedback. Credibility, empathy, and respect are key. However, trust takes time, especially for sensitive topics like women's safety.
Our Solution
Instead of seeking the trust of the general public in India, we devised a strategy to collaborate with established women's organizations in Chennai, India. Leveraging their existing credibility, we gained the trust of women in the community.
Cultural Sensitivities
Problem
Understanding women's safety in India means respecting its diverse culture. We must navigate gender norms, societal expectations, and stigma to ensure our research is relevant and effective.
Our Solution
Ensured that most groups were represented in out research.
Diverse User Group
Problem
India comprises numerous distinct user groups, encompassing a wide array of individuals across various spectra, presenting unique challenges.
Our Solution
By adhering to design principles such as the GDS principles and prioritizing accessible designs, we aimed to create a universally applicable design. Once this foundation was established, we considered transitioning to targeting specific user groups in need of a more customized approach.
My Research Process
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Understanding the Market
In conducting a comprehensive competitor analysis for the Safety App project, I employed a strategic and meticulous approach to gain valuable insights into the strengths, weaknesses, opportunities, and threats within the existing landscape. The process involved several key steps:
Process
What I Did
Identification of Key Competitors
I began by identifying prominent players in the women's safety app domain, considering both global and regional applications.
Feature and Functionality Assessment
I meticulously examined the features and functionalities offered by each identified competitor.
User Feedback and Reviews
To gauge user satisfaction and identify pain points, I delved into user reviews on app stores and relevant online platforms
Market Positioning and Branding
I evaluated the market positioning and branding strategies of each competitor, considering factors such as target demographics, messaging, and overall market perception
Technology Stack and Innovation
A thorough examination of the technology stack employed by competitors was crucial to understand the underlying infrastructure and potential technological innovations
Regulatory Compliance and Security Measures
Given the sensitivity of the women's safety app domain, I scrutinized the regulatory compliance and security measures implemented by competitors
Monetization Strategies
An examination of competitors' monetization models and pricing structures helped in formulating a competitive yet sustainable pricing strategy for our app
SWOT Analysis
Consolidating the gathered information, I conducted a SWOT analysis to systematically assess the internal strengths and weaknesses of our competitors and external opportunities and threats in the market
After compiling the list of processes we intended to address in our analysis, we systematically examined each of our competitors. Following this methodical approach, we created a comprehensive document that can be shared and subjected to evaluation. This document serves as a valuable tool for assessing our competitive landscape and refining our strategies accordingly.
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Gap Analysis
I conducted a detailed comparative analysis to understand how each identified feature was implemented in existing solutions. This involved studying the user interfaces, functionalities, and overall user experiences provided by competitors. Any disparities or limitations in their implementations were noted as potential gaps.
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These gaps were then categorized based on different criteria such as gap in features/user base/training and safety issues. Categories could include critical gaps that posed a direct threat to user safety, usability gaps affecting the overall user experience, and innovative feature gaps that could set the app apart in the market.
Goals of the Research
After conducting an exhaustive competitor analysis and identifying gaps in the market, our paramount objective for this specific portfolio project is to develop a groundbreaking feature that enhances the safety of all women using our Women Safety App. This targeted focus reflects our commitment to inclusivity, ensuring that our app serves as a comprehensive ally for every woman across the globe, regardless of their physical abilities, in navigating a safer and more secure daily life.
User Engagment
Increase user engagement by 20% within the first six months of launching the new feature.
Satisfaction Score
Achieve a user satisfaction rating of 4.5 out of 5 for the new feature based on post-launch surveys.
Diverse User Groups
Expand our user base by 15% by targeting women with disabilities through targeted marketing campaigns
Accessibility Features
Enhance accessibility features within the app to ensure usability for women with diverse physical abilities, achieving a rating of AA in WCAG compliance.
Partnerships with NGO'S
Partner with a minimum of 5 NGO’s / Government departments
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Primary Research
After defining the research objectives, the next step was to understand our user context, encompassing who our users are, their goals, behaviors, and pain points. This understanding allowed us to tailor our research approach to meet their needs effectively. Additionally, we evaluated available resources, including time, budget, and access to participants, to ensure feasibility within project constraints.
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Our chosen research method was Mixed Methods, combining qualitative and quantitative data to provide deeper insights and a comprehensive understanding of user experiences.
Qualitative Research
Methods
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User interviews,
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Contextual inquiries,
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Focus groups,
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Workshops
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Diary studies
Reasons
To delve into user behaviors, attitudes, and motivations.
Quantitative Research
Methods
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Surveys,
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Data analysis from NGOs, and
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A/B testing to collect numerical data and
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Measure user behaviours at scale
Reasons
These methods proved invaluable in gathering diverse perspectives and enriching our understanding of user needs and preferences.
Survey
We conducted a series of surveys over an extended period, using Google Forms to gather valuable primary research insights. Leveraging our partnerships, we were able to tap into a well-engaged user base, ensuring a robust response rate.
On the right, you’ll find a sample of one of the surveys designed to explore the role of accessibility in relation to women’s safety. This particular survey aimed to examine whether accessibility was a significant factor influencing perceptions of and concerns about safety among women.
User Interviews
Breakdown of the Interviews
Customer Journey Map
Interview with Experts
Justice & Hope USA was started with the vision of advocating, raising awareness and resources for overseas non-profit projects and organizations that work with victims of trafficking, sex abuse, domestic violence, human rights violations, and other marginalized women and children. Our mission is to rescue, heal, educate, rehabilitate and reintegrate women and children who are survivors by supporting and restoring them so they can live a normal life and follow their dreams.
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During my journey to develop the women safety app, I had the privilege of connecting with an NGO dedicated to supporting victims of trafficking, sexual abuse, domestic violence, human rights violations, and marginalized women and children. This invaluable collaboration proved transformative as the NGO not only provided essential guidance but also shared crucial resources and tools that significantly informed our solution.
Their commitment to the cause and willingness to partner with us underscored the profound impact technology can have in addressing real-world challenges. Together, we forged a meaningful alliance, pooling our strengths to create a women safety app that not only empowers individuals but also extends a lifeline to those who need it the most. This partnership stands as a testament to the collective power of technology and compassionate organizations working towards a safer and more secure world for all.
Conclusion
I moderated a priority workshop with the product team, where we collaboratively identified and ranked the key features based on user needs, technical feasibility, and impact. This process led to the finalization of the strategic roadmap for the women safety app, ensuring alignment with our goals of accessibility, safety, and empowerment.
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​We then proceeded with developing wireframes for each user flow, ensuring all critical features were clearly mapped out. These wireframes were transformed into interactive prototypes, which we user-tested with real participants to gather invaluable feedback. This iterative process allowed us to refine the design, ensuring the app met the needs and expectations of our target users.
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