CARE International, a global humanitarian organization, sought to understand, redesign, and enhance business solutions for women-led Small and Growing Businesses (SGBs) across Vietnam’s rural and urban regions. The goal was to address their unique challenges and unlock opportunities for growth and empowerment.
Doodle Design partnered with CARE International to apply a human-centered approach to this challenge. The process began with hypothesized persona profiles representing diverse women SGB owners across Vietnam. These personas were validated through ethnographic interviews with 35 SGB owners, uncovering key insights into their goals, pain points, and needs.
Building on these insights, the team developed priority challenge statements to spark ideation. Using Design Thinking tools, we co-created and refined a range of creative ideas, ultimately prioritizing five key solutions. These ideas were visualized and prototyped, enabling rapid testing, iteration, and refinement to deliver the best-fit solutions for the entrepreneurs.
Work Outputs:
- Ethnographic Research & Persona Design
- Customer Journey Mapping
- Prototyping & Testing
- Design Thinking Learning Sessions
- Design Thinking Workshops
