Ethnographic Shift: Strategic Organizational Transformation

Carolina Treviño, Associate Director, Planned Parenthood Federation of America
Alan Necula, Senior Technical Product Manager, Planned Parenthood Federation of America
Heather Bendix, Associate Director, Product Business Intelligence, Planned Parenthood Federation of America
Monica Diaz McMillan, Associate Director, Digital Products, Planned Parenthood Federation of America
Brianna Martinez, Senior Digital Product Designer, Planned Parenthood Federation of America

This case study explores Planned Parenthood Federation of America’s innovative approach to expanding medication abortion access through digital solutions. When health center managers created workarounds in scheduling systems to list telehealth options, the organization leveraged these adaptations to develop Virtual Health Centers (VHCs). Our findings challenge conventional healthcare delivery methods by embracing user-led innovation that transforms organizational processes. Impact Case Study

Presenters & Authors

Carolina Treviño is a Brooklyn-based product manager with eight years of experience leading cross-functional teams to design and deliver mission-driven digital products. She has collaborated with organizations such as the Ad Council, Power the Polls, and The Learning Network to create impactful user experiences that drive positive change. Currently serving as the Associate Director of Product Management at Planned Parenthood, she oversees key initiatives focused on patients searching for care, abortion patient wayfinding, and comprehensive sexual and reproductive health education.

Alan Necula is technical product manager with 20+ years of experience in software development, product management, and leading development and product teams. He currently works at Planned Parenthood and leads mission critical digital initiatives related to fundraising, online appointment scheduling, and data integrity. Alan lives and works out of Brooklyn, New York alongside two beloved cats.

Heather Bendix is the Associate Director of Digital Product Business Intelligence at Planned Parenthood. She has over a decade of experience translating digital analytics and data into meaningful insights that enable organizations to optimize products for their users. In her current role, she synthesizes data into storytelling about the needs of PPFA’s patients and users. Prior to Planned Parenthood, she worked in e-commerce digital analytics at companies like Chanel and Bloomingdale’s.

Monica Diaz McMillan is a digital product leader and trained sociologist and anthropologist with deep experience driving mission-driven technology across startups, nonprofits, government, and healthcare. As Associate Director at Planned Parenthood Federation of America, she applies agile methodologies, ethnographic research, and human-centered design to deliver scalable, user-first solutions in sexual and reproductive health. With over 15 years of experience, her portfolio spans clinical software, public health tools, and community health systems, as well as consumer products for brands like Sephora, Estee Lauder, Samsung, Coach, AXA Equitable, and Blue Cross Blue Shield. Grounded in social justice and health equity, Monica also guides healing journeys through music and integrative practices.

Brianna Martinez, Senior Digital Product Designer, Planned Parenthood Federation of America

Lara Casciola, Associate Partner, ReD Associates
Bue Fisker, Senior Investment Manager, KIRKBI A/S
Yosha Smita Gargeya, Head of Impact, Product, and Partnerships, KIRKBI Education
J. Petri, Consultant, ReD Associates

This case study demonstrates the value of ethnography as part of an impact investor’s due diligence toolkit for finding and shaping products that will generate both financial returns and social outcomes. Our process complements conventional approaches and can be used in a wide range of contexts in which financial and social motivations co-exist. We show how ethnography can provide evaluation criteria; shape the investment approach by suggesting principles for development and value creation; and offer useful insights for commercial due diligence regarding value capture. In our case, it also proved critical for determining how standardization and scale can bring impact and returns by enhancing, rather than eliminating, the benefits of exercising human intelligence. Impact Case Study

Presenters & Authors

Lara Casciola is an Associate Partner at ReD Associates, specialized in strategy consulting with a focus on social impact. She advises organizations focused on doing good (e.g. philanthropists like the Gates Foundation & Wellcome Trust, impact investors like KIRKBI, and major brands like adidas). She holds an Msc in Service Systems Design from Aalborg University, is a guest lecturer at the University of British Columbia, and previously worked at e.g. Bang & Olufsen, Kontrapunkt and Nendo.

Bue Fisker is Senior Investment Manager at KIRKBI A/S and holds board positions at Euro Cater A/S (board member) and Falck (board observer). His career includes roles at EY and Clearwater International Corporate Finance. He completed his Master’s in Finance at Aarhus BSS, with additional studies at Bocconi University and the London School of Economics. A former teaching assistant at Aarhus University, Bue has experience in M&A, corporate finance, and investment management.

Yosha Smita Gargeya is Head of Impact, Product, and Partnerships, KIRKBI Education at KIRKBI A/S, leading its impact, product and influencing approach in education investments.

J. Petri is a consultant at ReD Associates, focused on education and educational technology. His background is in the academic humanities and in secondary education.