Virtual SDGC20 | Oct 22 23, 2020 | The consequences in service design

Designing
Gender-Inclusive
Financial Services
For Low-income
Women.
UMAIR SHAFIQUE | CIO - IDEATE
umair@ideateinnovation.com

35
Banked Population - Male
info@ideateinnovation.com

7
Banked Population - Female

Banked Population - Female Vs Male

Why?
Banked Population - Female Vs Male

THE PERFECT BANK
Instant loans. Zero interest. Easy savings.
Doorstep services. Friendly & understanding.
Personalized & flexible terms.

THE PERFECT BANK
Instant loans. Zero interest. Easy savings. Doorstep services.
Friendly & understanding. Personalized & flexible terms.
There is a bank currently operating in Pakistan
that provides all of this.

“What use do I have
of a bank account if
I don’t have an
income of my own or
anyone to send
money to?”
REHMAT BIBI

WHY FINANCIAL INCLUSION?
The World Bank has stated that poverty will not end
without bringing populations under the financial
inclusion net.

without bringing populations under the financial inclusion net.
Access to credit and savings enable people to climb
out of their circumstances.

without bringing populations under the financial inclusion net.
Access to credit and savings enable people to climb
out of their circumstances.
Financial inclusion for women will empower them to make
decisions on their own and increase their agency.

ADDRESSING THE PROBLEM
For a woman who feels financial services are not meant
for her and perceives her existing systems to be
adequate, how do we go about designing better
services for her?

Top Insights
Keeping low-income women’s financial behavior front
and center when designing services for them

One bold woman can
catalyze her community to
trust what was untrusted
and to try what was
unimaginable.
How might we create financial learning
opportunities from women like her?
1

Their community meets
their ﬁnancial needs, so
they see no reason to
look elsewhere.
How might we take care of her financial
needs through DFS in ways her current
methods cannot?
2

The presence of digital
ﬁnancial services is increasing,
but remains invisible to
low-income women as they
perceive them to be for
income-earners and men.
How might we remove
misconceptions regarding financial
services to make them appear
relevant to women?
3

If they have had occasion to
interact with formal
ﬁnancial services, their
experiences have been
negative, deterring them
from trying again.
How might we ensure that her first
interaction with formal financial services
empowers her to try more rather than
discourage?
4

There are certain parameters
for how and when these
women travel — so their low
mobility is often a burden.
How might we make DFS a joyful and easy
experience like that of places she’s comfortable
with, rather than a chore for her?
5

Birth
Preteen
Puberty
Marriage
First kids
Death or
shock
Kids
grow up
Kids in
school
MOBILITY
Their mobility changes
drastically over time.
5

DFS is
designed for
the literate.
Priorities set for her
are marriage, not
education.
“She has to get married one
day. We need to have money
for it so we cannot aﬀord for
her to continue studying even if
we want her to.”
— Naseema
/
INSIGHTS / TENSIONS

“Once you’re married you are
free to go around if you have
your husband’s permission.”
— Mahrukh
DFS does not
come to people,
people need to
go to it.
Her mobility is
conditional. /
DFS is
designed for
the literate.
are marriage, not
education.
/
INSIGHTS / TENSIONS

DFS does not come
to people, people
need to go to it.
Her mobility is
conditional. /
DFS is
designed for
the literate.
are marriage, not
education.
/
INSIGHTS / TENSIONS
DFS is made
for income
earners.
Her role is that of a
homemaker. /
“I spend all my day looking
after the house and my
children. I don’t have time to
get things done outside of the
house; my husband does that.”
— Fazeelat Bibi

DFS does not come
to people, people
need to go to it.
Her mobility is
conditional. /
DFS is
designed for
the literate.
are marriage, not
education.
/
INSIGHTS / TENSIONS
DFS is made
for income
earners.
Her role is that of a
homemaker. /
DFS is made for
decision-makers.
She gains decision
making power only
after her kids start to
grow up.
/
“My husband has a bank
account so he decides when to
take money out. I don’t get
much say.”
—Zubaida

In order to have women connect
to DFS in a meaningful way, we
need to solve for each barrier and
build an ecosystem where she is
included at every step.

Reach out at
women-dominant spaces
they are already comfortable
and confident being in.
Messaging here should specifically clear
misconceptions.
Design concept

Mobile money shops
situated in vicinity of
places women already
frequent.
Design elements
● Glass walls, preferably no wall
● A wide enough counter
● Exit next to the counter
● Other women inside
Design concept

Mobile-money enabled
ration rickshaw.
Design concept

Committee leaders
as brand ambassadors.
Design concept

Wealth Quintiles
Persona
Under Study

Virtual SDGC20 | Oct 22 23, 2020 | The consequences in service design

Virtual SDGC20 | Oct 22 23, 2020 | The consequences in service design

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Virtual SDGC20 | Oct 22 23, 2020 | The consequences in service design