ADES Final Project 2.pdf

Design
Managment
Integrative
Capstone
Summer 2023
College of Visual Arts & Design | ADES 4662 Madeline Mays
Rove Wellness - Mobile Reproductive Clinic and Pharmacy

Table of Contents
College of Visual Arts & Design | ADES 4662 | Design Managment Integrated Capstone
Project Abstract
User Profile
Marketing
Prototype
Conclusion
Sources
Brand Identity
Design Concept
Site Analysis
Problem Statement
Design Problem
Introduction 3
4
5
6
7
8
9
10
11
12
13
14
2

This project explores the realm of wicked problems.
While the term “wicked” is often associated with evil, in
this context, it signifies the intricate nature of problems
that resist easy resolution. Wicked problems are char-
acterized by their complexity, constantly changing re-
quirements, and inherent contradictions, making them
difficult, if not impossible, to solve. Within this intricate
landscape, we encounter various social injustices that
plague our society. Homophobia, sexism, and racism
are just a few examples of the deep-rooted issues that
persist, leaving a profound impact on individuals and
communities.
As I explored these wicked problems and the injus-
tices they encompass, the central focus for my project
emerged—women’s healthcare. It is within this prob-
lem that we find a multitude of issues, ranging from
reproductive rights, to access to healthcare services.
Women face a multitude of obstacles and disparities
that impede their autonomy, well-being, and fundamen-
tal rights.
Introduction
Above is my mind-mapping process of the “wicked” problems of social injustices. This process allowed
me to have non-linear thinking and helped me expand my ideas on this subject. It also helped me see
connections between these related ideas. In the middle, there is my central topic and then I expanded
hrough branches of ideas that pertain to this issue. Through this process, I wrote injustices that came to
mind that I believe are occurring within America. A few many points I wanted to branch oﬀ from ﬁrst were
homophobia, sexism, racism, and gun violence. With these main ideas, I then expanded each of these
3

Limited access to birth control is a critical
problem within the United States that pre-
vents individuals from obtaining reliable and
affordable contraception. The current health-
care system fails to adequately address this
issue, leaving millions of women without the
necessary resources to control their repro-
ductive health effectively. Consequently, there
is an urgent need to develop innovative solu-
tions that tackle the barriers to affordable and
convenient birth control, ensuring that all in-
dividuals have equal access to reproductive
healthcare options.
Background
According to Americanprogress.org (2014), publicly
funded clinics were only able to meet 3 percent of the
demand. These statistics clearly illustrate a growing
demand for family planning services, yet fewer women
are actually receiving the necessary care.
Limited access to birth control is a critical problem within the United States that prevents individuals
from obtaining reliable and affordable contraception. The current healthcare system fails to ade-
quately address this issue, leaving millions of women without the necessary resources to control
their reproductive health effectively. Consequently, there is an urgent need to develop innovative
solutions that tackle the barriers to affordable and convenient birth control, ensuring that all individ-
uals have equal access to reproductive healthcare options.
Problems in Rural Areas
While a majority of women have access to contra-
ception through private insurance, either with full
or partial coverage, there remains a significant pro-
portion who rely on public insurance or pay out of
pocket. However, according to Americanprogress.
org (2014), data from 2013 revealed approximately
one in five women lack coverage for contraception,
resulting in financial burdens for many individuals.
This discrepancy in access to affordable contra-
ception highlights an ongoing issue that hinders
women from exercising their reproductive rights
and making informed decisions about their repro-
ductive health.
Financial issues
Graphic by Americanprogress.org, (2014)
Graphic by Americanprogress.org, (2014)
Design Problem
4

Who are the Users?
Age
Race
Education
Income
User Profile
5
The users or consumers of this initiative are
those directly in need of reproductive services.
The primary objective is to help those in rural
areas who face long-distance travel or financial
issues when accessing contraception. While
these problems effect those of disadvantaged
communities and lower income at higher pro-
portions, this project is targeted towards anyone
in need of reproductive healthcare.
The average reproductive age of women in the
United States is between the ages of 15-49 years
of age.
• In 2017–2019, 65.3% of women aged 15–49
in the United States were currently using con-
traception.
• Women of reproductive age represent 17.7%
of the total population in the United States,
more than 58.4 million individuals.This is ap-
proximately 1/5 of the population.
Statistics provided by CDC.gov, (2019)
• Current use of the pill was higher among
non-Hispanic white women (14.9%) than among
Hispanic (9.2%) and non-Hispanic black wom-
en (8.3%).
• Current condom use did not differ by Hispanic
origin and race, at around 7%–10%.
• Current pill use increased with higher educa-
tion—4.9% of women without a high school
diploma or GED were using the pill compared
with 16.3% of women with a bachelor’s degree
or higher.
• The percentage of women using condoms was
lower among women with a high school diploma
or GED (5.8%) compared with women without a
high school diploma or GED (11.1%) and wom-
en with a bachelor’s degree or higher (11.4%).
Statistics and graphic provided by CDC.gov (2019)
A study by the Guttmacher Institute (2022), found that up to 40% of low-income women in the United
States would choose a different contraceptive method or start using one if cost was not a factor. Among
current contraceptive users, 23% expressed a preference for a different method if cost was not an issue.
Additionally, among low-income women not currently using contraceptives, 39% said they would opt for
a method if it weren’t for cost-related barriers.

Goals
User-Centered Problem
Artwork by Genevieve Humphreys
Problem Statement
To address this wicked problem, it is essential to engage with healthcare providers, law makers, and other
support groups to make a collaborative effort. On a smaller scale, I want to address this problem by creat-
ing a mobile project that can help bring birth-control/contraceptives directly to individuals in disadvantaged
areas who want to take control of their reproductive health. The goal of this project is to empower people to
make informed decisions of their reproductive health without having to deal with financial barriers or limited
healthcare access.
Limited access to birth control is a critical
problem that prevents individuals from obtain-
ing reliable and affordable contraception. This
then limits their ability to exercise reproductive
rights, maintain control over their own bodies,
and make informed decisions about contra-
ception. This problem leads to a high preva-
lence of unwanted pregnancies. The result of
this can cause negative physical, emotional,
and economic consequences for reproduc-
tive-aged individuals and their families. This
issue further perpetuates unfair health dis-
parities within these communities. Resolving
this issue is crucial for promoting things such
as reproductive health, gender equality, and
empowering individuals to make autonomous
choices about their bodies and futures.
Access to birth control is influenced by a variety
of factors. These factors could be socio-cultur-
al norms, policy frameworks, problems within
our healthcare systems, affordability, and even
just the stigma surrounding contraception in
general. It is also seen that the availability of
different contraceptive methods varies across
regions and communities. A lot of women in
the United States live in areas referred to as
“contraceptive deserts”, and they need help
accessing contraceptive methods.
Why?
6

Site Precedent Study
What Can We Learn?
Site Analysis
After researching and examining the access to contraceptives within the United States, various states lack
reasonable access to a full range of reproductive health. This social injustice issue has made its way all
around America, leaving millions of individuals without the access to make autonomous choices about their
bodies and futures. According to powertodecide.org (2020), Out of the 58.4 million individuals of repro-
ductive age, 19 million US ot them live in “contraceptive deserts”. When diving deeper, the state with the
largest need for publicly funded contraceptive services and supplies is Texas, with 1.77 million individuals.
Boasting the highest uninsured rate of any state at 24.9%, over double the national average. Texas, more
than any state, needs to be providing accessible health care. Instead, over 50% of its counties do not have
an OB-GYN, over 60% do not have a surgeon. 35 counties do not have a primary care doctor that could
even prescribe oral contraceptives.
When looking at the graph, it can be seen that there is a wide spectrum of access to reproductive health
resources over Texas. Over 61.81%, or 157 of the 254, counties in Texas do not provide a health clinic
with all contraceptive methods needed by individuals. This leaves only 402 health centers in Texas for the
1.77 million people needing these publicly funded services. This situation becomes even more of a need
if one does not have access to reliabletransportation. Given these circumstances, It would seem only rea-
sonable to have a mobile human-centered design project that would help these areas of Texas in need of
reproductive rights.
Graphic by powertodecide.
Photo from PBS.org
7
In October of 2022, according to NPR.org (2022), PlannedPar-
enthood announced to a mobile clinic at the southern Illinois bor-
der. Planned Parenthood is a non-profit organization that provides
reproductive healthcare services all throughout the United States
while also promoting education and advocacy. The decision was
driven by data indicating a significant number of patients, includ-
ing those from out of state, seeking care in the region after Roe v.
Wade was overturned. The mobile facility, housed within an RV, will
feature a waiting area, a laboratory, and two examination rooms.
Initially, its services will focus on providing medication abortion for
pregnancies up to 11 weeks gestation,. The organization aims to
bring abortion care closer to patients who would otherwise need to
travel further distances.
By observing Planned Parenthood’s approach of utilizing a mo-
bile clinic to provide accessible reproductive healthcare services,
it becomes evident that there is a clear need from consumers for
easier access to such care, especially in underserved areas with
limited contraception options. The mobile nature of the clinic of-
fers a flexible solution that can effectively reach individuals who
would otherwise face long travel distances to access these crucial
services. Therefore, incorporating a mobile approach into my own
project would align with the identified need and ensure a more
seamless flow of reproductive healthcare for the targeted users.

Project Abstract
My human-centered design project aims to tackle
the social injustice of limited access to affordable
and convenient birth control in the United States.
By establishing a mobile clinic and pharmacy, I seek
to provide accessible and affordable birth control
prescriptions and options, serving as a reproduc-
tive health resource. The mobile nature of the clinic
enables us to reach underserved areas, including
contraceptive deserts and marginalized commu-
nities where individuals face barriers to traditional
healthcare facilities. With Texas being a state of par-
ticular concern, given its significant population living
in contraceptive deserts and high uninsured health-
care rate, my project focuses on targeting this area
to address the pressing need for contraception ser-
vices.
Limited access to affordable and convenient birth
control prevents individuals from exercising their
reproductive rights and making informed decisions
about contraception. The importance of birth control
extends beyond preventing unintended pregnan-
cies. It offers various benefits such as hormonal con-
traceptives’ health advantages and the prevention of
sexually transmitted diseases through condom use.
Through my project, I aim to empower individuals to
take control of their reproductive health by eliminat-
ing geographical constraints and ensuring the avail-
ability of birth control options to as many people as
possible. By providing personalized care and foster-
ing informed decision-making, the mobile clinic and
pharmacy will contribute to addressing the pressing
issue of limited access to reproductive healthcare in
our society.
Left: Having advise with a gynecologist- iStockPhoto.com, Mid-
dle: Birth Control- Adobe Stock, Right: Sarah McCammon/NPR
8

Inspirational Imagery
My main inspiration for the mobile clinic draws from the landscapes and environment of Tex-
as, and incorporates tones of the retro west. Inspired by the spirit of cowgirls that represent
strength, independence, and resilience. In addition to the design concept , it can also incor-
porate Texan motifs and patterns. Inspirations may include elements like cacti, cowgirl ac-
cessories, or traditional Texan patterns. These details will add depth and cultural references
to the overall design, creating a unique and memorable experience for visitors. By empower-
ing femininity through design, the concept aims to break down barriers and foster a sense of
empowerment and agency in the pursuit of comprehensive reproductive healthcare.
Left: Landscape-Pixy.org, Middle: Brenna Lanning, Right: Veronica Jones
Design Concept
This project revolves around creating a mobile health
clinic/pharmacy that provides accessible birth control
servicesthroughoutTexas.Withtheuseofarecreation-
al vehicle (RV), it will serve as the foundation for our
mobile clinic, allowing us to travel to various locations
across Texas and reach undeserved communities. I
aim to foster a welcoming environment where individ-
uals feel empowered and supported in taking control
of their reproductive health. One of the key objectives
of my human-centered design is to distance my design
from the cold and unwelcoming nature often associat-
ed with stereotypical medical settings. These spaces
can often evoke anxiety and stress. Instead, I envi-
sion a space that exudes warmth, compassion, and
inclusivity. My design concept aims to strike a balance
between minimalism and fun, fostering a professional
setting that still instills a sense of safety and cleanli-
ness. Additionally with the use of a recreational vehi-
cle, the RV’s exterior acts as a canvas for expressing
our brand identity and mission. Incorporating graphics
and signage, I aim to create a visually appealing and
easily recognizable presence within the communities
we serve. The interior of the RV will be planned to opti-
mize functionality and comfort, rather than the brighter
designs on the outside of the vehicle that emphasizes
a more colorful and exciting brand identity.
9

Primary Logo Symbol Logo Typography
Art-nuvo
Restore light
Titles- Nagoda Regular
Body- Acumin Variable Concept Regular
Secondary Typography
Typography is selected to complement the
visual theme. Inspired by the Texan heritage,
the typography will balance femininity and
strength. Playful scripts with organic curves
will evoke a sense of femininity, while bold
and confident will convey strength and pro-
fessionalism.
#f9e5c4 #f4847 #a59e67
Primary Colors
Tagline
“Reproductive choices in the contraceptive
desert” - can be used on the side of the mo-
bile pharmancy, posters, website, etc.
Logo
The name for the brand is a combination of the words “Rove” and “Wellness”. Rove meaning to travel constantly with-
out a fixed destination, and wellness relating to healthcare. I chose this name in correlation to my design concept of a
mobile pharmacy/clinic. The “O” in “Rove” doubles as the Texas sun and the shape of round birth control packaging.
Pattern
#c66d2c
Brand Identity
The following brand identity lays out visual elements of the design concept for a mobile pharmacy/clinic under
the name “Rove Wellness”. These elements inlcude a logo, symbol, typography, colors, tagline, and a pattern.
These can be applied to various forms of media.
10
Primary colors can be used in marketing, socials,
or interchanged within the logo and symbol.

Prototype
11
The main purpose of Rove Wellness is to design a
seamless experience for individuals seeking contra-
ceptive services in the areas that lack them within the
state of Texas. The exterior of the van draws from the
environment of Texas and takes elements of the west
with a feminine twist. The outside conveys our brand-
ing and promotes a welcoming and fun environment
that is usually not associated with medical centers. In-
side the van there will be a well-equipped examination
room to perform necessary health assessments. This
will be a space where individuals can have a private
consultation with healthcare professionals about their
reproductive health. These examination rooms will
prioritize confidentiality, safety, and a supportive en-
vironment for our patients. The van will be equipped
with medical supplies and instruments needed to pre-
scribe birth control as well as technology to secure
electronic medical records to send to patients’ prima-
ry health care providers. On the other side of the van,
there will be a small pharmacy section where contra-
ceptive products such as birth control pills and emer-
gency contraceptives can be given at a discounted
rate with or without medical insurance. Free condoms
will also be stored and dispensed in this area. The in-
terior of the van would aim to create a welcoming and
calming environment, with a comfortable seating area
where individuals can wait before a consultation or
for their prescription. All of these areas are designed
to consider the individual’s needs as well as foster a
sense of empowerment and well-being as Texas fac-
es the problem of the lack of reproductive healthcare
services.
Van Wrap Prototype
Van Prototype Inside Van Diagram
Inside RV, msvehicles.com
Roanoke Chowan Community
Health Center. (n.d.). Angie
Kent-Mitchell

Marketing
12
Social media platforms like Instagram can provide an excellent op-
portunity to promote and raise awareness about ‘Rove Wellness.’
Through curated content, the brand’s message of ensuring equal
access to reproductive healthcare can be effectively communicat-
ed to a wider audience.
The brand’s distinctive colors can be prominently featured in the
Instagram feed. These colors, such as warm earthy tones and vi-
brant accents, can be used consistently across posts, creating a
cohesive and visually appealing brand identity. By using the brand
colors consistently, the feed will establish a recognizable and mem-
orable presence, making it easier for followers to associate the
content with ‘Rove Wellness.’
Posts can serve various purposes, from providing updates on the
upcoming locations where the mobile van will be traveling, to shar-
ing educational material about sexual health, birth control options,
and reproductive rights. These posts can include engaging visuals,
such as high-quality photographs and illustrations, that compliment
the brand’s aesthetic and capture the attention of the audience. In-
fographics and simplified explanations can also be utilized to con-
vey information in an accessible and easily digestible manner.
‘Rove Wellness’ can convey empathy, support, and inclusivity, cre-
ating a safe space for open discussions. Captions may include
empowering quotes, personal stories, or facts related to reproduc-
tive health, encouraging followers to engage with the content and
share their own experiences.

This project addresses the complex and interconnected nature of wicked problems, focusing on
women’s healthcare as a central issue. Within this problem, there are various injustices, including
limited access to birth control and reproductive healthcare services. The current healthcare sys-
tem in the United States fails to adequately address these issues, leaving millions of women with-
out the necessary resources to control their reproductive health effectively. Solutions are needed
to overcome the barriers to affordable and convenient birth control, ensuring equal access for all
individuals.The project specifically targets Texas, a state with significant challenges in providing
accessible reproductive healthcare services. With a high uninsured rate and a large number of
contraceptive deserts, where access to clinics is limited, Texas faces a critical need for reproduc-
tive healthcare.
By designing a mobile, human-centrically designed clinic and pharmacy, ‘Rove Wellness’, this
project aims to bridge the gap in reproductive healthcare services in Texas. The mobile unit will
travel to underserved areas, offering a wide range of contraceptive methods and personalized
care. This project’s objective is to address the lack of reproductive healthcare services in Texas
and promote inclusivity, empowerment, and well-being among individuals seeking contraceptive
services. These ideas follow into the brand identity, reflecting the spirit of the modern west with a
feminine twist. Through expanding efforts to bring awarness of this wicked problem, social media
platforms like Instagram will be utilized to promote the brand, share updates on locations, and
provide educational material on sexual health and birth control.
Thank you for taking the time to explore and with the concept of ‘Rove Wellness’.
Conclusion
13

Sources
American College of Obstetricians and Gynecologists. (2015, January). Access to contraception. ACOG. https://www.acog.org/clinical/clinical-guidance/committee-opinion/
articles/2015/01/access-to-contraception
Director, S. N. A., Nadeau, S., Director, A., President, J. C. V., Cusick, J., President, V., Shepherd                 
      Director, M., Shepherd, M., Director, Director, E. L. A., Lofgren, E., Millender, S., Weitz, T., & Ragland, W. (2023, June 23). Ensuring access
to family planning services for all. Center for American Progress. https://www.americanprogress.org/article/ensuring-access-to-family-planning-services-for-all/
Guttmacher Institute. (2022, September 1). Cost-related barriers prevent low-income women in the United States from using their preferred contraceptive method, new
study finds. Guttmacher Institute. https://www.guttmacher.org/news-release/2022/cost-related-barriers-prevent-low-income-women-united-states-using-their-preferred#:~:-
text=Up%20to%2040%25%20of%20women,Guttmacher%20Institute%20study%20published%20today.
Kimberly Daniels, Ph.D., and Joyce C. Abma, Ph.D. (2019, February 14). Products - data briefs - number 327 - December 2018. Centers for Disease Control and Prevention.
https://www.cdc.gov/nchs/products/databriefs/db327.htm#:~:text=In%202015%E2%80%932017%2C%2064.9%25%E2%80%94or%2046.9%20million%20of,among%20
women%20aged%2040%E2%80%9349.
McCammon, S. (2022, October 3). Planned Parenthood Mobile Clinic will take abortion to red-state borders. NPR. https://www.npr.org/2022/10/03/1125797779/planned-
parenthood-mobile-clinic-will-take-abortion-to-red-state-borders
Power To Decide. (2022, November). Contraceptive access in Texas. Power to Decide. https://powertodecide.org/what-we-do/information/resource-library/contracep-
tive-access-texas
Power To Decide. (n.d.). Contraceptive deserts. 2023 | Power to Decide. https://powertodecide.org/contraceptive-deserts
Images
Page 4 - Graphics by Americanprogress.org, (2014)
Page 5- Graphic by CDC.gov (2019)
Page 6- Artwork by Genevieve Humphreys
Page 7- Left: Graphic by powertodecide.org,
Right: PlannedParenthood Van /Pbs.org
Page 8- Left: Having advise with a gynecologist- Istockphoto.com,
Middle: Birth Control- Adobe Stock,
Right: Sarah McCammon/NPR.org
Page 9- Left: Landscape by Pixy.org,
Middle: Brenna Lanning,
Right: Veronica Jones
Page 11- msvehicles.com. (n.d.). MVS Custom Coach. photograph.
Roanoke Chowan Community Health Center. (n.d.). Angie Kent-Mitchell, who oversees the pharmacies at Roanoke Chowan Community Health Center in
Ahoskie, helps low-income patients with expensive prescriptions. photograph
14

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