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

Abstract

This paper initially explores 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 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. This paper explores a design honing strategy, which was developed to encourage the acceptance of a new menstrual product in South Africa through the use of Behavioural Design. Behaviour around menstruation is unpacked using Activity Theory as a framework for understanding human action and its influences. The honing strategy was devised as a way of steering a product during its design development phase. The strategy is comprised of four design methods: Appropriate Technology, Designing Affordances, Designing Meaning and Designing Mindfulness. These sit on a spectrum that runs from continuity, in alignment with what already exists, to development, which challenges problematic preconceptions and mindsets. This accommodates the user's cultural and social norms, whilst allowing the designer to encourage appropriate shifts. The strategy is a holistic approach to the participatory design of radical innovations in taboo fields at a systemic level. All methods are aimed at influencing product design and user behaviour to make the acceptance of a new menstrual product more probable. Such an approach is useful for the introduction of any radical innovation which may be considered taboo.