Designing Inclusive Digital Tools for Rural Mothers

"When the roots of a tree begin to decay, it spreads death to the branches." — African Proverb

If the roots of Africa are its mothers, then we must ensure they are nourished, empowered, and supported—especially in rural communities. And in today’s digital age, support doesn’t just come in the form of medicine or midwives. It comes in the form of mobile apps, SMS services, AI chatbots, and solar-powered devices—if, and only if, we design them right.

Let’s talk about how to create digital health tools that truly serve rural mothers in Africa—not just impress funders or look fancy in pitch decks.

🌾 Why Rural Mothers Need Tailored Digital Tools

In Africa, nearly 60% of women live in rural areas where health infrastructure is often a shadow of its urban counterpart (World Bank, 2021). These women walk for kilometers for antenatal care, rely on community health workers, and in some regions, still give birth without skilled attendance.

Add to that the digital divide—limited literacy, spotty internet, and low smartphone penetration—and you realize: a flashy mobile app won’t cut it.

Instead, we need to ask:

• Can she use it without reading English?

• Will it work without mobile data?

• Can it help her even if she’s never used a smartphone?

That’s the true test of inclusive design.

👩🏾‍🍼 Real Scenarios: From Kisumu to Kwale

📍Case Study: MomConnect – South Africa
MomConnect, launched by the South African National Department of Health, sends free SMS messages in local languages with pregnancy advice to registered mothers. Over 2 million women have benefited since 2014 (Barron et al., 2018, https://doi.org/10.1093/heapol/czx177).

A mother in KwaZulu-Natal said, “Even though the clinic is far, the messages reminded me to eat well and attend my checkups. It felt like a nurse was in my pocket.”

📍Example: mTOTO App – Kenya
In parts of Western Kenya, community health workers use the mTOTO app to register births, track immunizations, and send reminders via SMS. Designed in collaboration with local nurses, it uses simple icons for illiterate users and runs offline, syncing data when internet is available.

🎨 Design Principles: Keeping Mama in Mind

Let’s break down how we can build digital tools that rural mothers actually use and love:

1. Language is Life

Use local languages—not just Swahili, but dialects. Tools like Viamo's 321 service allow users to access maternal health content via voice in over 20 African languages (https://viamo.io/).
🎙️ Why it matters: A mother in Turkana may understand Turkana better than Kiswahili or English. Voice prompts ensure inclusion.

2. No Smartphone? No Problem

Design for feature phones using USSD and IVR (interactive voice response).
💡 Example: Tanzania's Wazazi Nipendeni uses SMS and voice services to offer maternal advice and reminders.

3. Offline First

Rural mothers can’t afford 4G data. Make your tools work offline, with sync options when a connection returns.
⏳ Tip: Use progressive web apps (PWAs) or downloadable offline packs.

4. Design with Her, Not for Her

Include rural women in co-creation workshops. Test prototypes in their environment.
🤱🏿 Anecdote: One developer in Uganda redesigned an entire app interface after a mother mistook the “check-in” button (a stethoscope icon) for “medicine.”

💡 Tools That Work: Low-Tech, High Impact

😂 Rib-Cracking Reality Check

“You can’t tell a goat to climb a tree. It was never built for that.”
— A Malawian father when asked why his wife doesn’t use health apps

Designers must stop expecting rural mothers to behave like urban tech-savvy users. Instead, adapt the tree to the goat. Build platforms they can access on their terms.

🧠 Brain Meets Heart: Human-Centered Innovation

Great tools balance tech and touch. For example:

• Combine mobile apps with community health worker visits

• Add audio feedback to text-based platforms

• Use behavioral nudges like emojis or culturally familiar metaphors

📢 Call to Action: Innovate with Empathy

If you're a digital health innovator, NGO worker, or investor, remember:

“Wisdom is like a baobab tree; no one individual can embrace it.”

Bring mothers, midwives, coders, and linguists together. Co-create. Listen. Test. Repeat.

🔍 Further Reading and Resources

1. Barron, P., Peter, J., LeFevre, A. E., Sebidi, J., Bekker, M., Allen, R., & Parsons, A. N. (2018). Mobile health messaging service and helpdesk for South African mothers (MomConnect): history, successes and challenges. Health Policy and Planning, 33(4), 627–634. https://doi.org/10.1093/heapol/czx177

2. Viamo 321 Service. (n.d.). https://viamo.io/321-service/

3. Wazazi Nipendeni - mHealth Tanzania. https://www.wazazinipendeni.or.tz/

4. Oky Period Tracker for Girls. (UNICEF, 2023). https://www.unicef.org/innovation/oky

5. mTOTO Project Kenya. (n.d.). [Example – No DOI available]

🧺 In Closing

Inclusive design for rural mothers isn’t charity—it’s smart innovation. It's about recognizing that tech doesn't have to be complex to be powerful. Sometimes, an SMS in the right language at the right time can save a life.

Let’s build tools that talk like her, walk with her, and grow beside her. Because when we design for the rural African mother, we’re designing a healthier future for all.