by Lisa Wong, WAM UK
“Money is never just about money” argues a leading financial services designer, James Moed, over a dinner attended by financial inclusion professionals hosted by Women Advancing Microfinance UK. “Instead”, he explains, “it’s pretty much always about something else”. In conversation with James, who has over 11 years of experience in helping innovation leaders and design teams understand people’s complex behaviours around money, we learnt how we can use Human Centered Design (HCD) to promote global financial inclusion – an issue particularly pertinent to the world’s women. According to the UNDP, 6 out of 10 of the world’s poorest people are women; women may comprise more than 50% of the world’s population but only own 1% of the world’s wealth. Some 75% of the world’s women are without access to bank loans as they have unpaid or insecure jobs and are not entitled to property ownership.
This blog will share some of the insights from James’ experiences having advised companies, governments, startups, and social enterprises, most recently as the Director for Financial Service Design at the London office of IDEO – a global innovation consultancy.
First, what is human-centered design (HCD)?
HCD applies the design process to create innovative solutions based on observations on humans. The HCD process begins by examining the needs, dreams and behaviours of people relevant to a prospective solution. A solution can be a product, a service, an environment, an organization or a mode of interaction. HCD focuses on desirability (what do people desire?), feasibility (what is technically and organizationally feasible?) and viability (what is financially possible?). It is an iterative process – borrowing from the designer who observes, prototypes, tests and then repeats until an appropriate solution is reached. James describes the approach as “building to learn”, creating imperfect examples of solutions to be tested by user experience instead of aiming to launch the perfectly formed solution straightaway.
How can HCD help promote women in financial inclusion?
HCD depends on human observation and often women and girls have been ignored in the design of financial products and services. Even if they haven’t been explicitly ignored, then perhaps not enough nuance to their culture could have supported their financial exclusion. Such as failing to pay attention to what women and girls feel like they can and cannot say in interviews and surveys. Moreover, there is a big difference between what people say they will do, and what they actually do – especially when it comes to money. HCD promotes user insight, so adopting an approach to always consider gender in the target user group is vital and can be extremely telling. Designing solutions with women’s behaviours, aspirations and needs specifically in mind can lead to women-inclusive financial solutions.
What kind of HCD insights on women do we have?
Investing in women has a multiplier effect
One of the major observations in microfinance – the provision of financial service to the under and unbanked – is based on gender. Women’s World Banking found that “when a woman generates her own income—and this holds true no matter what the country—she re-invests her profits in ways that can make long-term, inter-generational change: the education of her children, health care for her family and improving the quality of her family’s housing”. As James highlighted in our conversation, time and time again in his fieldwork he saw that for women “finances are less about her own interests, but for others”. Financial inclusion for women does not only empower the woman user, but often has positive impact on her wider community.
For some women illiquidity is attractive
Mind boggling at first, especially when we consider the gender discrimination that has led to three quarters of the world’s women unbanked, women may actually prefer access to financial services with features of illiquidity in some circumstances. Liquid cash could be dangerous to a woman’s wealth if socially she is obligated to financially help out family members and friends if they ask. It may be hard for a woman to not hand over her cash to her husband for example or her friend in financial difficulty – it could bring stigma, perhaps attack if she says no. However a savings account with fixed non-withdrawal periods, or other features to lock funds away, could provide a socially acceptable excuse. In providing illiquidity in formal financial services, it could attract women who otherwise would prefer to store their wealth in more illiquid forms such as gold and livestock or hidden away in difficult to reach places. Illiquidity could not only protect wealth from the saver’s own impulses, and the demands of those around her.
Women experience high emotional return for good financial management
A recurring theme in James’ work saw that the rewards for good financial management were beyond financial for women – this applies to women across the economic spectrum. Juntos Finazas, which was borne out of a class project from the Stanford Design School, helps Spanish speakers save via SMS. The founders saw that SMS was the right technology to help low-income Latinos as they tend to use mobile devices more than other groups and are substantial SMS users. 72% of successful Juntos Finazas savers said at sign up that they had never saved successfully before. Importantly, in feedback, users cite that using the tool to help them save has made them feel like better mothers, better daughters – the return is more than extra money leftover in an account.
In consultation with IDEO, the successful Keep the Change savings program from Bank of America originated from the observation that women were more satisfied by the act of saving than the interest rates offered on savings itself. The program was therefore designed to emphasise the action of saving rather than focusing on the potential reward. Keep the Change automatically rounds up purchases on the Bank of America debit card and transfers the difference to a savings account, building up a savings balance subtly over time. Since its launch in 2005, the program has led to 12 million new customers building up an additional $3.1 billion of savings.
Financial planning can save lives
Having a financial plan in place affords protection for life’s shocks, and in some cases can make the difference between life and death. Although still imperfect, there are now maternity saving programs to help women save money over time to access skilled maternal care. In Kenya, where only 43% of births occur in health facilities and many Kenyans still lack access to basic maternity care and health insurance, medical payment can be a life-threatening barrier for mother and child. Changamka, established in 2008, developed a smartcard program which allows women to set saving goals and save via the mobile payments service, M-PESA. The program is a dedicated maternal savings program which locks the deposited funds for maternity expenses only. USAID has written up a case study on this project, which can be accessed here.
With financial technology advancing globally the practice of HCD puts people back in the center of experience to build lasting solutions. With 75% of women worldwide without access to financial services – and importantly the lack of understanding and emphasis upon their needs as cause and effect of their exclusion – HCD can provide an attractive framework to unlock their considerable potential.
For more information on the topic connect with @jamesmoed on twitter.
Other interesting links on HCD and financial inclusion include:
- A CGAP video on bringing savings products to market
- The HCD toolkit by IDEO
- Free online course on HCD by +Acumen and IDEO
- Ignacio Mas on real-life financial behaviour
- Summary of the latest Kenya Financial Diaries report as an example of observation in motion