Semilla Nueva partnered with Rippleworks to leverage user-center market approaches to better understand target customers.

Semilla Nueva improves nutrition, poverty, and climate resilience in Guatemala with biofortified maize seeds. Malnutrition is the number one cause of childhood death around the world and remains one of the biggest barriers to overcoming poverty globally. Maize is the primary staple in some of the world’s most malnourished countries, but its low levels of key nutrients trap hundreds of millions in malnutrition. Semilla Nueva develops high-yielding, climate-resilient maize seeds that have been conventionally bred (non-GMO) to have higher levels of the most important missing nutrients.

One of Semilla Nueva’s top priorities going into this project was to leverage user-center market approaches to better understand target customers.

Semilla Nueva partnered with Apurva Garware, a product, UX, and business leader with experience building user-facing products that solve a real problem. Together, they:

• Put design thinking methodologies into practice and designed and tested different messages with ~100 of their target customers.

• Created a clear roadmap about implementing learnings into a strategy to drive their public policy-related strategic objectives.

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