Using a service design model to develop the “Passport to Safer Birth” in Nigeria and Uganda

Abstract Objective To demonstrate how a human‐centered service design approach can generate practical tools for good‐quality childbirth care in low‐resource settings. Methods As part of the WHO “Better Outcomes in Labour Difficulty” (BOLD) project, a service design approach was used in eight Ugandan and Nigerian health facilities and communities to develop the “Passport to Safer Birth.” There are three phases: Research for Design, Concept Design, and Detail Design. These generated design principles, design archetype personas, and Passport prototypes. Data collection methods included desk research, interviews, group discussions, and journey mapping to identify touchpoints where the woman interacts with the health system. Results A total of 90 interviews, 12 observation hours, and 15 group discussions were undertaken. The resulting design principles were: a shared and deeper understanding of pregnancy and childbirth among family and community; family readiness for decision‐making and action; and the woman's sense of being in control and being cared for. Four archetype personas of women emerged: Vulnerable; Passive; Empowered; Accepter. Subsequent development of the Passport to Safer Birth tools addressed three domains: Care Mediator; Expectation Manager; and Pregnancy Assistant. Conclusion The service design approach can create innovative, human‐centered service solutions to improve maternity care experiences and outcomes in low‐resource settings.