Team Baby Hero

Challenge
Coach
Track Manager
Project Partner
Duration

: Redesign the Adoption of and Care for Orphanage Experience

: Hvey Jci Cheong
: Mike Cannon
: OrphanCare
: 1 - 9 December 2016

Copyright 2016 GENOVASI. All rights reserved

CONTENTS
Team Profile
Project Summary
Project Kick-Off
Empathise
Define
Ideate
Prototype
Test
2nd Project Partner Presentation
Iteration
Final Prototype
Final Project Partner Presentation
Business Model Canvas
Conclusion
Appendix

Copyright 2016 GENOVASI. All rights reserved

PROJECT SUMMARY
The challenge title of our project is Redesign the Adoption of and Care for
Orphanage. The Project partner is Orphancare Malaysia. We discover that the
multi-segmented Malaysian communities reinforces the segmented practices of
adoption as the inter-family adoption is not a standard beyond the family.
Furthermore, the insights and needs we discovered are that people do not want the
involvement of external parties in adoption and simplified documentation
encourage people to practice legal adoption. We try to address this by developing
a phone application called CHILD ADOPTION APPLICATION that helps to
broaden the prospect of adoption beyond the family. This app provides all the
information about adopting and baby hatch, and shows some successful stories on
adopting beyond family and race.

Copyright 2016 GENOVASI. All rights reserved

PROJECT KICK-OFF
Challenge Given: Redesign the Adoption of and Care for An Orphan Experience
Project Partner: OrphanCare
Problems:

Ethical adoption

Parents do not
know they need
training to raise
the adopted child

Screening parents

Policy in Malaysia
is against
Orphancare

Government does
not support foster
care / adoption

Lengthy adoption
forms to be filled

Copyright 2016 GENOVASI. All rights reserved

TEAM PROFILE

BABY HERO MEMBERS:

Poon Soon Cheong
Siti Nadia Erina Noruddin
Nur Khairunnisa Ab Karim
Ameerul Hakeem Mohd Hairon
Nur Amalina Othman
Siti Aisyah Zulkifli
Copyright 2016 GENOVASI. All rights reserved

STUDIO 2

EMPATHISE
Introduction
Frameworks for Understanding
These frameworks are used to quickly sketch out the groups diverse understanding of the challenge given.
We used Wordstorm and Journey Map for this stage.

Empathy Fieldwork
Empathy fieldwork is about observing and interacting with users in their native environment. Our fieldwork
location was Taman Tun Dr. Ismail (TTDI), Kuala Lumpur.
- Ask & Listen: We interviewed 10 respondents. We met Catherine and Zurita which shares their views on
adoption.
- Watch & Observe: We made observations on social workers to get to know on their willingness. We noticed
the social workers have high sense of humanity, passionate, enthusiasm, understanding and less judgmental.
We inferred social workers and parents who are about to adopt a child have the same passionate,
enthusiasm and high sense of humanity.
- Try & Do: For immersion, six of our team members which were divided into two small groups try to approach
respondent at TTDI, Kuala Lumpur. We learnt that peoples self inadequacy in being infertile and their
preference towards the babies age, races and disabilities has prevented them from adopting beyond family.

Copyright 2016 GENOVASI. All rights reserved

EMPATHISE
FRAMEWORKS FOR UNDERSTANDING
WORDSTORM

Look over
Parents
Sibling rivalry
Rules & Regulation
Money

Life long responsibility

Single Mother

No parents
Survivability
Helpless

Redesign the Adoption of and Care for an Orphan Experience

True Love

Temporary

Moral Dilemma

Education Shelter
Unconditional love

Copyright 2016 GENOVASI. All rights reserved

Alone Abandoned child

Lack sense of belonging

EMPATHISE
Empathy Fieldwork
We chose Taman Tun Dr. Ismail (TTDI) as our site to carry out empathy fieldwork
since the community there is composed of group of working people as well as
housewives and retirees.

Image 1: Our team members, Aisyah and Nisa are interviewing the respondent at TTDI.

Copyright 2016 GENOVASI. All rights reserved

EMPATHISE
Interviews
We interviewed 10 respondents from the age range of 25 to 60 around Taman Tun Dr Ismail to
understand their view on adoption.

Catherine
32, Bank Officer
Kuala Lumpur

Zurita
40, Lawyer
Kuala Lumpur

I experienced myself adopting my

sisters child whereby I believe it is much
easier to do it in informal way instead of
formal one because the process of
documentation is tedious and time
consuming.

I think I am not going to adopt a child since I

am too old. However from my past
experience I think that the process to adopt
a kid is not easy due to lengthy
documentation process as well as long
awaiting
list
at
Malaysia
Welfare
Department.
Furthermore, the process
would be more complex if the child is
parentless or the consent from one of their
parent cannot be obtained.

Copyright 2016 GENOVASI. All rights reserved

DEFINE

Catherine, 32
Bank Officer

WHAT STRUCK YOU?

INSIGHTS

[Tensions | Contradictions | Surprises]

[We were amazed to discover]

Cannot
conceive
baby

Its okay to
adopt within
family

The child
already
know hes
adopted

Strong
bonding with
biological
mother

Mutual
understanding

Told the child

hes adopted
since small

No problem
in future
(family easy
to discuss)

Agree with
baby hatch
concept

Do not want
involvement
of external
parties

Kid can
accept the
fact hes
being
adopted

Early
exposure to
adoption
status can
avoid
inferiority
complex

Close knitted
family is
good for
internal
adoption

WE AIM TO HELP

Change
perception
on process
of
adoption

Give clear
understanding
on the
documentation process

Inform about
status and rights
of the children
since small in
subtle way

Simplified documentation
encourage people to
practice legal adoption

Copyright 2016 GENOVASI. All rights reserved

10

DEFINE
WHAT STRUCK YOU?
[Tensions | Contradictions | Surprises]

Informal
adoption is
much easier

Zurita, 42
Lawyer
Mother of
three sons

INSIGHTS
[We were amazed to discover]

WE AIM TO HELP

Adopt a child
from poor
family

Better to
adopt from
baby

The process
requires
both parents
consent

Internal
adoption can
avoid from
embarrassment

Does not
want to
adopt

Refuse
additional
commitment
and liability

Copyright 2016 GENOVASI. All rights reserved

People
refuse to
adopt child
from
different
race/religion
since our
society are
judgmental

Increase
awareness on
adopting beyond
race and religion

11

DEFINE
INSIGHTS

1.

People do not want the involvement of external parties in adoption.

2.

Kid can accept the fact hes being adopted.

3.

Early exposure to adoption status can avoid inferiority complex.

4.

Close knitted family is good for internal adoption as it is much more easier
compared with adoption beyond family.

5.

Simplified documentation encourage people to practice legal adoption.

6.

Refuse additional commitment and liability

7.

People refuse to adopt child from different race or religion since our society are
judgmental towards adoption.

Copyright 2016 GENOVASI. All rights reserved

12

DEFINE
Point of View (POV)

We met:
Catherine, 32, she was not able to conceive her own child. She then
adopted her sisters child because they are in the same bloodline. The
relationship between the child and both of his biological and foster
mother are fine.

We were amazed to discover:

The multi-segmented Malaysian communities reinforces the
segmented practices of adoption as the inter-family adoption is not a
standard beyond the family.

We aim to help:
Broaden the prospect of adoption beyond the family.
Copyright 2016 GENOVASI. All rights reserved

13

IDEATE
How might we reduce segmented practices
in Malaysia

Seminar

Visualizat
ion Pills

Movie
Night

1-day
stay with
Foster
Family

Magic
Table

Carnivals

Sports
Involvem
ent

Put
people in
hot air
balloons

Pool
party

Common
School

How might we encourage adoption

Face Scanner
of baby
background

1-day
Roadtrip

1-week
bonding
program

Mobile
adoption
apps

Copyright 2016 GENOVASI. All rights reserved

PROTOTYPE
Page 1:
Home Screen
Page 2:
Background of
OrphanCare

Copyright 2016 GENOVASI. All rights reserved

PROTOTYPE
Page 3:
Adopting a Child
Page 4:
Statistic of Orphans that
are under OrphanCare
and Jabatan Kebajikan
Masyarakat ;
Enquiries form.

Copyright 2016 GENOVASI. All rights reserved

PROTOTYPE

Page 5:
Thank you page, download
links

Copyright 2016 GENOVASI. All rights reserved

TEST
+
- Relevant issue was
brought up
- Prototype was good
but need some
improvement for
better user
experience

- Need to also cater

the need for parents
who want to give up
their babies

- Who are the target

users?
- Are the image of the
children revealed in
the prototypes?

- Include option for

Baby Matching
- Include the statistics
of children under
OrphanCare

Copyright 2016 GENOVASI. All rights reserved

2nd PROJECT PARTNER

PRESENTATION
+
- serve as entry point
- simplified the
process
- similar with website
but more encouraging

- Sometimes
OrphanCare doesnt
have any children
- OrphanCare does not
always have new born
babies available but
older child do

- Disability

- 2 in 1 solutions

- Age range

- Incorporate people
who want to give up
their child

- Race/Religion
- Baby surrendering

Copyright 2016 GENOVASI. All rights reserved

ITERATION
A page about the background of the
OrphanCare was included and the
name of the application was
changed from Baby Finder to Child
Adoption Application in respond to
the feedback from our respondents
as they suggested that the Baby
Finder sounds illegal and would
lead people to believe that this is a
baby trafficking application. The
background information also inform
the users about the cooperation
with government agencies such as
Jabatan Kebajikan Masyarakat.
There are also several languages
available to make the apps userfriendly.
Copyright 2016 GENOVASI. All rights reserved

ITERATION
A page with videos on adoption
beyond family and within family
were added in the application in
order to create emotional feelings
specifically, sympathy towards our
users as we learnt from our users
feedback that this is very important
to raise awareness on this particular
issue.
Apart from that, the option of baby
hatch was also added in the apps to
also cater the need of parents with
unwanted child.

Copyright 2016 GENOVASI. All rights reserved

Insights

ITERATION

+
What
Worked

Willingness came from sympathy and

awareness

Being able to identify with stories will

bring support and encouragement to
spread news about adoptions

Awareness could be spread but most

importantly is how impactful the
awareness is to trigger actions

What
could be
improved

What Its Really About

people think that having the perfect baby

?
New
questions

will jumpstart the good life of the kid

!
New ideas

People overlook the nurture part of

adoption and overvalued the nature of the
baby
People are mostly aware that there are kids
with disabilities etc. available for adoption
but the nature of human preference still want
the best/perfect kids

Copyright 2016 GENOVASI. All rights reserved

FINAL PROTOTYPE

Step 1:
Home Screen
Step 2:
Background of
OrphanCare

Copyright 2016 GENOVASI. All rights reserved

FINAL PROTOTYPE
Step 3:
Learning About Adoption
Video 1:
Adoption Beyond Family
Video 2:
Adoption Within Family
Video 3:
Videos for Dad
Video 4:
Videos for Mum

Step 4: (Option)
Adopting a Child or Baby
Hatch

Copyright 2016 GENOVASI. All rights reserved

FINAL PROTOTYPE
Page 5:
Adopting a Child
Page 6:
Statistic of Orphans that
are under OrphanCare
and Jabatan Kebajikan
Masyarakat ;
Enquiries form.

Copyright 2016 GENOVASI. All rights reserved

FINAL PROTOTYPE
Page 7:
Baby Hatch
Page 8:
Consultation Services

Copyright 2016 GENOVASI. All rights reserved

FINAL PROTOTYPE
Page 9:
Thank you page, download
links

Copyright 2016 GENOVASI. All rights reserved

FINAL PROJECT PARTNER

PRESENTATION
+

- Overview about adoption

for childless parents

- Put more info about

OrphanCare

- Multi-language

- Create awareness and

willingness to adopt

?
- Foreign baby?
- Fees ?
- Difference with baby
trafficker?

!
- Link to Government Agencies
- Ask user to give their contact
details for follow up

- Should bring more emotional

feelings (sympathy)
- Pictures of disabled kids to
gain more sympathy

Copyright 2016 GENOVASI. All rights reserved

Baby Adoption Application

Lawyers
OrphanCare
Religious Bodies
Collaboration with
local University for
expertise acquisition
MAMPU (building of
apps)
Kementerian Wanita
dan Masyarakat
Parents
Private fertility clinics

Promote baby hatch

Provide background
research for potential
parents
service(screening)
Raise awareness on
adoption beyond family

Governments allocation
of money
Credibility (JKM)
Consultation on legal
Information security and
assurance experts
Graphics designers
Placement of baby hatch

Cost free for users

Transparency and
openness
Emotional approach to
gain sympathy
Credibility in terms of
close cooperation with
government agencies
Security and
convenience

Baby Heroes

24/7 helpdesk
Friendly staff
Confidentiality of users
personal information
Hide profile cases are fully
secured
24/7 customers service
(hotline calls)

Apple store, Play Store,

Google Market
YouTube Channels and Vlogs
Advertising on
FB/Instagram/Social Medias
Portal/Web of Joined Govt.
Agencies
Related community
groups/support groups

Apps designer
Apps support and maintenance
Salary for social workers
Consultation fees for lawyers
Miscellaneous
Marketing

Copyright 2016 GENOVASI. All rights reserved

Childless parents
Infertile couples
Single mothers
Couples with
unwanted baby
Parents who are not
afford to raise their
kids
Rich people

Public donation
Private trustee
Venture Capitalist
Corporate Social Responsibility (CSR)
Govt. allocation

CONCLUSION

Peoples self inadequacy in being

infertile and their preference
towards the babies age, races
and disabilities has prevented
them from adopting beyond
family.

Copyright 2016 GENOVASI. All rights reserved

APPENDIX
1.
2.
3.
4.

www.orphancare.org.my
www.jkm.gov.my/jkm/index.php
www.genovasimalaysia.com
http://poetrymyfeelings.blogspot.my/2010/02/how-does-an-orphan-feel.html?m=1

Copyright 2016 GENOVASI. All rights reserved