INTRODUCING THE GEBI APP: STRENGTHENING SMALL BUSINESSES AND ENTREPRENEURS WITH DIGITAL TECHNOLOGY.
Author: Mekdim Hailu, Project Communication Manager, PSI Ethiopia; Solen Kebede, Marketing Associate Director, PSI Ethiopia
Access to clean water and improved sanitation in Ethiopia is a challenge, as 31% of Ethiopians rely on unprotected water sources for their daily needs, and only 7% have access to at least basic sanitation services (JMP, 2022). The USAID Transform WASH Activity (T/WASH) aims to address preventable deaths and diseases caused by inadequate water, sanitation, and hygiene practices. T/WASH takes a market-based approach that improves access to clean water and improves sanitation and promotes local economic opportunities. Key to this initiative is the comprehensive training of businesses in areas such as sanitation business development, business planning, accounting, pricing, financial management, customer service, marketing, and construction of sanitation products.
Recognizing the need for WASH businesses to embrace digital technologies, the initiative has developed an innovative digital solution that can improve business management and performance. This is how the app “GEBI” was created, which means ‘income’ in Amharic. The GEBI app can revolutionize the daily business of WASH enterprises and other small and micro enterprises.
THE BIRTH OF THE GEBI APP: A HUMAN-CENTERED DESIGN APPROACH
The birth of the GEBI app is the result of a careful human-centered design (HCD) approach and strategic partnerships with 360 Ground, a local technology company. Working with technology partner 360 Ground, the design team, comprised of T/WASH program managers, sales and marketing experts, technology specialists and design leads, set out to create a transformative digital solution. By emphasizing consumer-centric solutions, the app is not only technologically advanced, but also user-friendly and tailored to the unique needs of WASH businesses. Through the rigorous design and testing process, assumptions were eliminated to ensure that the digital solution’s real challenges were accurately addressed, and practical and user-friendly features were ensured.
THE DEVELOPMENT OF THE GEBI APP: A DETAILED PROCESS
The design team began the process with an introductory phase in which existing knowledge was assessed and clear goals and learning questions were defined. The question was: “How Might We leverage digital technologies to support and strengthen WASH businesses?” set the stage for understanding business owners’ lives, aspirations, and digital experiences, particularly masons and retailers.
Through interviews, data collection and analysis, the design team focused on understanding the lives of the target group (masons and retailers). It turned out that retailers deal with financial management, government regulations and inventory/sales tracking. The Masons found inventory and cost tracking relatively easy due to the lower volume of sales.
PROTOTYPING AND REFINEMENT: DESIGNING THE GEBI APP
With the knowledge gained, the design team brainstormed and developed concepts with rough prototypes for testing. While testing the rough prototype, we realized that Mason needed a smartphone. Therefore, they were excluded as potential users of the digital tool. However, during rough prototyping, the retailers found the financial features of the app appealing. They requested additional inventory management features and agreed to pay for the digital solution and recommend it to others.
Based on the rough prototype tests, the design team developed the full-fledged GEBI app with features tailored to the needs of WASH retailers. Eight retailers and two distributors in the Amhara region were selected for an eight-week usability and functionality test, which resulted in excellent feedback.
GEBI’S FEATURES AND IMPACT: A USER-FOCUSED REVOLUTION
The final version of the GEBI app has features for inventory and warehouse management, financial accounting and real-time tracking of profits, expenses, and costs. Close observation of the pilot participants by the development team revealed that they were happy to use the app and willing to pay for its services. The proposed monthly fees were between 200 and 300 ETB. The participants enthusiastically promised to recommend the app to their colleagues.
LAUNCHING THE GEBI APP: A GAME CHANGER FOR SANITATION BUSINESSES.
The GEBI app was launched on December 1, 2023, with a distinguished representatives from the Ministry of Health, Water & Energy, Innovation & Technology, USAID, and other invited guests in attendance. GEBI is more than just an app; it’s a transformative tool for sanitation entrepreneurs. Imagine being able to effortlessly manage your inventory, track your finances and make informed decisions in real time. GEBI promises to save sanitation business owners’ headaches and provide them with a smoother and more efficient business experience.
Michael Negash, Chief of Party, USAID Transform WASH stated, “I am confident that the GEBI app will make a significant difference in the WASH sector. This innovative tool has the potential to revolutionize how we approach WASH providing a positive impact on communities and businesses alike.”
THE FUTURE IMPACT OF GEBI: CATALYST FOR THE GROWTH OF SANITATION BUSINESSES
Guided by human-centered design, GEBI is able to optimize daily operations and provide efficient solutions to complicated challenges. This user-friendly app will catalyze growth and reshape the future of the sanitation industry in Ethiopia. With the establishment of its digital presence, GEBI will be more than just an app; it’ll become a force that improves sanitation and public health in Ethiopia.
Alelegn, a business partner of Transform WASH in the Amhara region, participated in the piloting phase and said, “GEBI allows us to effortlessly manage our inventory, track finances, and make informed decisions in real time — saving us headaches and providing a smoother and more efficient business experience.”
