Awarded as the Best Original Research Paper 2023 at 31st Annual Conference by MRSI (Market Research Society of India), Design for Digital Inclusion is a multi-method approach to addressed the challenge of financial inclusion in India through digital interfaces.
Click here to watch the full paper presentation ->
CHALLENGE
Digital Payments are almost ubiquitous around us. India is paving the way for Fintech revolution globally. But is that the real picture?
We didn’t think so. Only 0.3 billion Indians use them, out of 1.14 billion mobile subscribers. For digital inclusion, just providing access is not enough. Usability is a crucial determinant in how well these apps get adopted. And this was the foundation of our research - we knew these apps today are not designed for the ‘extreme user’ - ones less familiar with the digital platforms & fluent in their regional language.
PROCESS
We conducted a quantitative usability test, followed by real-time qualitative probing & a semiotics audit running parallely to inform the new payment app prototype called ‘ApnaPe’
Our team conducted comprehensive behavioral research with 120 respondents to understand barriers to digital financial adoption. Using a multi-method approach, we identified key behavioral triggers and design opportunities that could transform digital payment experiences for underserved populations.
IMPACT
The resulting insights led to implementation strategies that significantly improved user adoption and financial accessibility, earning recognition as the Best Original Research Paper of 2023.
Awarded as the Best Original Research Paper 2023 at 31st Annual Conference by MRSI (Market Research Society of India), Design for Digital Inclusion is a multi-method approach to addressed the challenge of financial inclusion in India through digital interfaces.
Click here to watch the full paper presentation ->
CHALLENGE
Digital Payments are almost ubiquitous around us. India is paving the way for Fintech revolution globally. But is that the real picture?
We didn’t think so. Only 0.3 billion Indians use them, out of 1.14 billion mobile subscribers. For digital inclusion, just providing access is not enough. Usability is a crucial determinant in how well these apps get adopted. And this was the foundation of our research - we knew these apps today are not designed for the ‘extreme user’ - ones less familiar with the digital platforms & fluent in their regional language.
PROCESS
We conducted a quantitative usability test, followed by real-time qualitative probing & a semiotics audit running parallely to inform the new payment app prototype called ‘ApnaPe’
Our team conducted comprehensive behavioral research with 120 respondents to understand barriers to digital financial adoption. Using a multi-method approach, we identified key behavioral triggers and design opportunities that could transform digital payment experiences for underserved populations.
IMPACT
The resulting insights led to implementation strategies that significantly improved user adoption and financial accessibility, earning recognition as the Best Original Research Paper of 2023.
