Abstract
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...
M.A. (Design)