Prior research identified 12 behaviors as the primary cause of early infant and maternal mortality. They included behaviors rich in cultural tradition such as birthing at home, feeding the newborn honey and water for the first week, and covering the umbilical cord in oil. Culturally, the mother defers pre and postnatal decisions to either her mother-in-law or husband, presenting significant research challenges. To overcome this, we deployed a qualitative approach that engaged the father, mother and her mother-in-law concurrently. The approach consisted of a journey mapping exercise that spanned all 12 behaviors, and was based on decision making dynamics between these 3 family members. We then segmented families based on their unique decision making dynamics. The insight gained was leveraged to develop a framework describing the barriers to healthier decisions (e.g. birthing in a hospital, breastfeeding, body to body contact), and how different segments navigate those decisions. Some of the barriers included; a poor hospital environment for family members to wait in, derogatory communication from care providers, a belief that initial mothers' milk is rotten because of its color, and ineffective persuasion tactics by Accredited Social Health Activists (ASHAs).