Terms of Reference
UI UX + Designer for new pages on ChhaaJaa website- https://chhaajaa.com/
February 2022
BACKGROUND
Working with girls in India, Girl Effect UK (a UK based charity) has created Chhaa Jaa (Go Forth and Shine) – a powerful youth brand that girls can access via social media. Chhaa Jaa focuses on inspiring, entertaining and empowering girls with the right skills and confidence to navigate adolescence – from accessing information about sexual and reproductive health to preparing them to enter the workforce.
About Girl Effect
We’re a global creative non-profit combining expertise in media, mobile, brand and international development, a unique mix of skills we use to solve global problems in a new way. Started by the Nike Foundation in 2004, we’re now an independent organisation working from nine global locations, in more than 50 countries where girls are marginalised and vulnerable.
We use our in-depth understanding of girls’ real needs to make choices about their health, education, and economic future. We use multiple touchpoints for branded story-telling and participation that millions of girls, and boys, love and interact with - from apps that build skills to TV dramas that explore vital issues to magazines written and distributed by girls.
We help girls change their lives by tackling social, cultural and gender norms – leveraging digital technologies to create change through creative content that engages and entertains audiences - designed to change and shift attitudes, knowledge and behaviours in tangible, measurable ways.
Our work is supported and funded by many people and organisations, from governments and philanthropists to NGOs and corporates. Recent examples include GAVI (The Vaccine Alliance), Bill and Melinda Gates Foundation, Facebook, UNICEF, the Children’s Investment Fund Foundation (CIFF), Vodafone Foundation, Australia’s Department of Foreign Affairs and Trade (DFAT), Nutrition International, and United States Agency for International Development (USAID).
Chhaa Jaa (Go Forth and Shine) – a powerful, youth brand co-designed with girls in India
In June 2019, Girl Effect launched Chhaa Jaa (छा जा) – an online youth brand inspiring, entertaining and empowering girls with the right skills and confidence to navigate adolescence, from accessing information about sexual and reproductive health to preparing them to enter the workforce.
Chhaa Jaa’s content is aimed at girls aged 16-19, currently in higher education, and accessible online and via mobile – because we know that’s the best way to reach and interact with girls. Our content roll-out will be phased so we can continually test and refine our approach and will include:
Digital media content that girls can access on Facebook, YouTube and Instagram, and soon on TikTok, that is both entertaining and informative. Characters and storylines have been developed with girls, and are designed to reflect their lives and the challenges they might face;
An online, moderated peer-to-peer community that acts as a safe space for girls 16 and above years of age, to discuss sexual and reproductive health concerns, interact closely with Chhaa Jaa’s content, explore the themes and topics that have been taboo, discuss their SRH journeys and apply what they’ve learnt to their own lives;
A chatbot that offers a private way for girls to ask questions about the themes and topics raised by Chhaa Jaa content and safely get information.
All of this content will link to youth-friendly services and products – both online and offline – to help girls improve their sexual and reproductive health and employment readiness, from booking doctor consultations to accessing online CV builders and career guidance.
THE CONTEXT
Chhaa Jaa was launched in June 2019 as a Hinglish social media brand that speaks to adolescent girls in the Hindi belt of India. We have focused the last 2 years on creating a brand that they trust and see as a safe space for girls. At the core of our work is the ambition to help girls take charge of their bodies and decisions and write their own life stories.
We know how Covid’s continued impact is acute in the space of education, skilling and employment. This has affected everyone, girls included. Universities, governments and organisations are working to put together skilling programmes and job schemes - some of which are even focused on young women and girl students. These will take a while to implement and kick in but in the interim, there is a more urgent crisis of girls and their families resigning to the situation and stopping looking at girls as potential economic contributors for her family.
ChhaaJaa wants to infuse optimism among girls about their economic aspirations and give them a sense of power and help them open doors to new digital economy job opportunities - and towards that, we are launching a 2-month multi-channel campaign. We see the website as playing a critical role within this campaign towards informing her and beginning her journey of exploring alternative career options.
THE REQUIREMENT
Chhaa Jaa currently has a Wagtail CMS based website which primarily serves as a basic service directory along with blogs on Sexual Reproductive Health. This has been designed for our target audience, who discover the website through our social media channels (Facebook, Instagram, Youtube) and we’re working on SEO strategies to help her land on this website.
We want to add a section within the website - a Career Finder. The website needs to be built using the features of Wagtail CMS only and to keep in mind the limitations and restrictions for an easy UI/UX.
Chhaa Jaa’s Career Finder will be to help girls find different opportunities that’ll help them make suitable career choices.
Step 1 would be a 5 question quiz that’ll open up her options.
Followed by the quiz, the job options will be simple ‘Pokemon Card’ like icons, with all the necessary information to help her find more information on that career/job.
She doesn't have an option to apply but will get a view option on all the details necessary to begin the journey. Note: This is a career finder and not a job application portal.
With the increase in internet consumption, we felt that more and more girls would increasingly access websites via search engines and recommendations from friends. When they arrive on the site, they will need to understand the content and where to go to get the best experience. For this reason, we need to keep both the mobile view and the desktop view of the website in mind.
Sample visual references for the career finder:
Buzzfeed Quiz ( sample quiz before getting information on specific jobs) - https://www.buzzfeed.com/mjs538/celebs-with-changed-names-polls
Pokemon card ( sample design for easy information on the website) - https://www.denofgeek.com/games/pokemon-tcg-card-values-sales-boom/ Tinder, Bumble ( Easy to understand UI/UX and gestures)
Functional Requirements
To create a coherent, easy-to-use user experience that reflects the overall Chhaa Jaa Brand identity, both for a girl and for a funder or potential partner.
To showcase the Chhaa Jaa content portfolio so that users can view key videos and social media assets regarding the Career Finder.
To optimise the ability to find Chhaa Jaa via search engines and make it more user friendly.
To enhance the Career Finder Capability to maximise the potential for girls to navigate to and understand relevant information clearly and then further feel encouraged to uptake that career
To create a coherent, easy-to-use user experience for 2 new web pages like a product showcase - for Bol Behen & Sahi Salah
To be able to measure the performance of the features of the website in regards to the strategic goals of the programme
DELIVERABLES FROM A UX / UI DESIGNER OR DESIGN TEAM:
NB: To deliver on the functional requirements, we need UX / UI designers. While this TOR is for UX / UI, please feel free to submit a holistic proposal.
Phase 1
Meet the team to understand requirements for the website and ChhaaJaa brand as a whole
Create a design brief that describes the requirements in terms of the visual and information architecture needs of the website
Create a robust 4-5 pages (or more if required) for the Career Finder microsite based on the current design and the tone of voice.
Develop lo-fi wireframes for review which demonstrate the structure of the new web pages - potentially clickable pdf
Agree to timeframes for delivery and plan the tasks
Create hi res-wireframes to bring it all to life followed by internal feedback
Review functional and visual requirements for career finder functionality
Provide a full inventory of visual assets to hand over to front end developer
Spend some time with front end dev ( Tech partner) to explain the design
Sign off on the website as created by the frontend dev
Phase 2
Create 2 new 1 pager microsites- Sahi Salah & Bol Behen
Develop lo-fi wireframes for review which demonstrate the structure of the new web pages - potentially clickable pdf
Create hi res-wireframes to bring it all to life followed by internal feedback
Update/ Building of the career finder database ( if required)
Help improve the front end filter for career finder feature and any bug fixes
Provide a full inventory of visual assets to hand over to front end developer for the Sahi Salah & Bol Behen
Spend some time with front end dev ( Tech partner) to explain the new designs
Sign off on the website as created by the frontend dev
The key to this deliverable would be:
Designing a standout site homepage for 5 (or multiple) new pages for our ongoing projects
Ensuring that the mobile view (which is the primary way in which our B2C audience will access the site) is not a ‘compromise’ but is designed as well as
Clear linking to the broader ecosystem
Ensuring the best possible interface design for the uptake of service
REQUIRED SKILLS AND EXPERIENCE
The vendor should demonstrate and provide examples of previous experience in the performance of similar services as follows:
Be a reputable firm/Individual with at least 7 years of prior experience designing visually appealing and navigation friendly websites;
Familiarity and relevant experience in using different Content Management Systems (CMS) to develop database-driven websites;
Have a deep knowledge of current web development technologies and design tools in the field, and new software and other web programming languages and programs including the use of HTML, XHTML, CSS, XML, XSLT, PHP,MYSQL, Java;
Have excellent knowledge of recent trends in user interface design, flagship websites, including online video publishing, animation, and social media networking;
Demonstrate the ability to create an innovative and visually appealing design that is appropriate to the client and audiences;
Ability to produce compelling written and visual digital content for newly launched websites and digital platforms; and
Experience in project managing website development projects and facilitating organizational input to deliver on time and within budget.
TIMELINES
Response to TOR due by - Feb 7
Contracting and Due-Diligence - Feb 14
Tentative start date of the project - Feb 20
Phase 1
Planning and creating on the wireframe of the website for Career Finder - Feb 20
Share the lo-res wireframe, feedback and lock the wireframe - TBD
Hi-res wireframe to be shared with the team - TBD
Final sign-off on the website - TBD
Handover to the developer and review the site with them - Mar 4
Phase 2
Planning and creating on the wireframe of the website for Sahi Salah & Bol Behen - TBD
Share the lo-res wireframe, feedback and lock the wireframe - TBD
Hi-res wireframe to be shared with the team - TBD
Final sign-off on the website - TBD
Handover to the developer and review the site with them- TBD
PROPOSAL SUBMISSION
Interested consultants are asked to submit a brief proposal of not more than 5 pages, including:
References: Contact details of 3 references
Sample of past work: applicants are requested to submit links to websites developed and designed (particularly in India) to demonstrate the experiences required by this Terms of Reference.
Your CV, including relevant qualifications, certifications and experience towards this consultancy
A detailed fee structure breakdown
Cost estimates (Consultancy fees). Technical and Financial proposals will need to be submitted as separate documents. Financial bids will not be opened until the technical evaluation and then only for those proposals deemed qualified and responsive.
EVALUATION CRITERIA
The criteria against which proposals will be evaluated are listed below:
Technical Evaluation
Evidence of high-quality work in UI/UX design, digital branding, content messaging, and functionality as presented through the firm portfolio- 20%
Experience and qualifications of the team proposed to deliver the work by the company. This part of the evaluation will be based on the CVs of the individuals comprising the team that need to be shared by the firm in their proposal-20%
Capacity to project manage and deliver the objectives of the assignment based on the deadlines provided in this document-10%
Experience working with international development organisations, especially around the global south(Preference in India)-10%
Client testimonials (At least 3 references) – 10%
Financial Evaluation
- Value for money/proposed budget breakdown - 30%
GEEI is not liable for any cost incurred during the award/contract preparation, submission, or negotiation of the award/contract. All submitted documentation and/or materials shall become and remain the property of GEEI
TAX
Applicants are advised to ensure that they clearly understand their tax position regarding local jurisdiction tax legislation provisions when developing their proposals.
DISCLAIMER
GE India reserves the right to determine the structure of the process, number of short-listed participants, the right to withdraw from the proposal process, the right to change this timetable at any time without notice and reserves the right to withdraw this tender at any time, without prior notice and without liability to compensate and/or reimburse any party. GEEI shall inform ONLY successful applicant(s). The process of negotiation and signing of the contract with the successful applicant(s) will follow.
EQUAL OPPORTUNITIES
Girl Effect Services is committed to equal opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, marital status, disability, gender, gender identity or expression. We are proud to be an equal opportunity workplace.
We are committed to building an organization that is increasingly representative of and works extensively with the communities that we serve. To this end, due regard will be paid to procuring consultancy service organizations and individuals with diverse professional, academic and cultural backgrounds.
ADDENDUM
User Profiles
//Girl
‘Sangeeta’, our user archetype, primarily does not use websites.
Media Behaviors:
She is 16-22, is in tertiary education, is digitally literate and has access to a smartphone without data or connectivity restrictions.
She engages primarily with video content (through Youtube and Tik Tok), and is active on social media, specifically Instagram and Facebook.
Discoverability:
Through our content, we will direct Sangeeta to the Chhaa Jaa website in order to find appropriate career opportunities for her to start her journey
She may also find out about ChhaaJaa from her friends. As a result of this, she would search for ChhaaJaa on Google and needs to clearly understand what the brand is about and where to find the best content on the channels she is familiar with.
Potentially, the site could also be a location that girls are directed through via paid media.
//Girl Effect Staff
The GE team needs to be able to understand the performance of the ChhaaJaa website in regards to the overall programme objectives.
They also need an asset that they can use to demonstrate the portfolio of products and services offered by the programme in a coherent, structured and visually appealing manner.
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How to apply:
HOW TO APPLY
Please submit proposals, as described above, to vaishnavi.lotlikar@girleffect.org by 7th February 2022, 5:00 pm IST latest. Please clearly mark your email with the subject ‘UI/UX Design Consultant.’