Across the U.S., 2.2 million domestic workers–mostly women of color and immigrants–do essential work caring for homes, children, and elders. Because the work is often informal, many rely on unspoken agreements that can be unfair and difficult to change. Workers are frequently left to navigate tough situations, ask for raises, and resolve conflicts–often in a second language.
The work with the National Domestic Workers Alliance (NDWA) evolved over the course of a year, beginning with an exploratory research phase in partnership with ideo.org, and continued through the design of a product experience, brand identity, and digital membership experience.
Ask Aya is an AI-powered, always available coach that helps workers navigate tough work situations. Aya provides immediate, personalized guidance, drawing from the collective wisdom of domestic workers and decades of NDWA’s organizing experience, all delivered in a private and human-centered way. In workers’ native languages, Aya helps them navigate real-time situations with clarity, confidence, and the right words to advocate for themselves.
During beta testing*, Ask Aya received an 91+ NPS score, 1 out of 4 negotiated pay increases and 93% applied advice to real situation.
*based on beta testing with 35 individuals
“IDEO.org and The Holding Co. helped us revisit old assumptions and reimagine how we could reach workers in their moments of greatest need. This partnership helped us transform decades of organizing wisdom into something workers can access instantly with a personalized touch. Their user-centered design-thinking process showed us new ways to scale our impact and meet our members where they are.”
Sam Witherbee, National Domestic Workers Alliance
