Human-Centered Design for Smallholder Families

Despite ongoing efforts to serve the world’s 450 million smallholder households—the largest client segment by livelihood of those living under $2 a day—little is known about their financial needs and desires.

That is why we believe that a human-centered approach can play a crucial role in providing insights into how to design digital financial products and services for smallholders. HCD is a process built on learning directly from customers in their own environments. The process challenges financial providers to understand, create, evolve, and test possible solutions and repeat the cycle for as many times as it takes.

27 May 2015
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Interviews with over 75 farmers, banking officials, traders, co-ops, and savings groups in Rwanda offer key insights to drive the design of new digital financial services and products.
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01 April 2015
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IDEO.org designers have traveled across Zimbabwe to gain an important understanding of the lives and aspirations of Zimbabwe’s smallholder households.
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16 March 2015
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Recognizing the importance of serving smallholder families, Econet Wireless Ltd is investing in financial products and services that overcome the numerous challenges that they face.
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11 February 2015
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Nick Meakin of Urwego Opportunity Bank (UOB) discusses how Rwanda's first and largest microfinance bank is using a human-centered approach to designing financial products that better meet the needs of smallholder farmers.
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04 February 2015
Designing appropriate and affordable financial solutions for smallholder households can be difficult. In collaboration with IDEO.org and Dalberg’s Design Impact Group, CGAP will draw on its experience to apply human-centered design (HCD) to smallholder product design.

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