the Istri Project
Citizen Campaign

The aim of this community-driven campaign is to support Istriwalas (ironing professionals) in Bengaluru and Chennai by helping them transition from traditional coal-based iron boxes to modern, efficient LPG iron boxes. This transition will bring significant health, economic, and environmental benefits: reducing harmful smoke exposure, saving time and effort, increasing income, and contributing to a cleaner environment. As the lead in crafting the user experience journey, I was responsible for designing a model that would raise citizen awareness of the campaign and shape the interactions necessary for its success.

Design

For

UX Journey, UI design

Udhyam Learning Foundation

Year

2023

Citizen campaign

The campaign engaged local citizens to actively participate by funding and donating LPG iron boxes, encouraging them to support not just their own Istriwala but also their neighboring Istriwalas, fostering a spirit of community and collective responsibility. Through health and safety awareness, economic demonstrations, social outreach, and ongoing training, this initiative will create long-term benefits for both the Istriwalas and the communities they serve. Ultimately, the campaign aims to establish a sustainable model for the widespread adoption of LPG irons, with citizens playing a pivotal role in making this transformation a reality.

Defining Key Target Audience Segments

The Middle-Class Professional

Demographics:
- Age: 30-45 years
- Occupation: Mid-level managers, government employees, engineers, doctors, IT professionals
- Income: ₹1.5 lakhs/month
- Location: Urban or semi-urban areas

Motivations:
- Social responsibility and community welfare
- Interested in practical, tangible impacts (e.g., improving women’s health and safety)
- Prefers easy, transparent donation channels

Challenges:
- Budget-conscious, prefers modular contributions (e.g., small, manageable donations)

Engagement Strategy:
- Offer clear, easy donation options (e.g., ₹1,000-3,000 towards an LPG iron)
- Use digital platforms (UPI, crowdfunding) for convenience
- Showcase direct impact through relatable stories

The Career-Driven, Financially Comfortable Citizen

Demographics:
- Age: 30-45 years
- Occupation: Senior professionals, entrepreneurs, consultants
- Income: ₹1.5 lakhs/month
- Location: Urban centers

Motivations:
- Social impact with measurable outcomes
- Empowering women and supporting innovative solutions
- Prefers efficient, high-impact campaigns

Challenges:
- Needs transparency and clear accountability
- Prefers digital methods and trackable donations

Engagement Strategy:
- Provide tiered donation options (e.g., ₹2,000-5,000)
- Highlight long-term impact and outcomes
- Use digital platforms for easy donations and visibility

KEY finding from Initial Research

Campaign STrategy

Enhancing citizen-local business interaction for lpg iron box transactions

🤝 Enhancing Citizen Engagement
• Establish a Helpdesk with FAQs for citizen inquiries and feedback.
• Provide a helpline for direct communication with Udhyam representatives.
• Implement a feedback form to gather insights and improve services.
• Facilitate communication between citizens and local businesses for seamless transactions.

📞 Improving Helpdesk Efficiency
• Optimize the Helpdesk to ensure prompt responses to citizen queries.
• Offer a feedback form post-transaction to address gaps and challenges effectively.
• Utilize insights from feedback forms to enhance customer experience.

🛒 Streamlining Transaction Process
• Provide efficient links for citizens to connect with retailers for LPG iron box purchases.
• Enable easy booking and payment processes for citizens and retailers.
• Collect necessary information from citizens before transactions for a seamless experience.

📣 Encouraging Citizen Advocacy
• Encourage citizens to share program details on social media for wider reach.
• Track and incentivize citizen collaboration to drive positive change.
• Provide options for citizens to share their experiences and contributions online.

📦 Ensuring Smooth Delivery Process
• Ensure hassle-free delivery of LPG iron boxes to citizens and local businesses.
• Provide installation support and safety guidelines to Vyapaaris for a seamless experience.
• Measure key performance indicators to track citizen interest and conversion rates effectively.

Citizen Playbook _ Strategy and Planning.png

MVP plan

Citizen Playbook _ Strategy and Planning (2).png

Streamlining LPG Iron Box Purchases

📦 Seamless transaction process
• Connect citizens to retailers efficiently.
• Provide online ordering and payment options.
• Collect necessary citizen information for transactions.
• Offer discount codes for tracking conversions.
• Enable feedback collection for continuous improvement.

💰 Incentives for citizens
• Explore various incentive formats for citizens.
• Encourage sharing experiences on social platforms.
• Provide installation support and demos for a better user experience.

🚚 Delivery and installation efficiency
• Geo-tag retailer locations for efficient delivery.
• Ensure smooth delivery and installation processes.
• Collect FAQs from retailers to address common queries.

🌐 Building awareness effectively
• Utilize QR codes, social media, and corporate volunteers for outreach.
• Create awareness materials like flyers and posters.
• Establish a helpdesk for citizen inquiries.

📊 Tracking key performance indicators
• Monitor interest and conversion rates.
• Track CTA clicks and conversions on the website.
• Analyze feedback insights for process improvements.
• Establish trust and address challenges in the buying process.

Citizen campaign flow