➔ Financial Confidence Playbook is an online platform by IDEO Last Mile Money to help better digital financial design
ROLE:
Project Lead; Strategy; Creative Direction; Content Direction; Content Writing; UI/UX
Context
A million people a day come online for the first time. They live in emerging markets, usually have lower incomes, limited education and are often under-banked or underserved.
Of all the experiences these new users face, financial services feel the most complex and high-risk. Yet still, we continue to strive for scaling the same products that, as we hear over and over again from people, don’t feel designed for them.
At IDEO Last Mile Money, we’ve launched 100+ products and prototypes, reaching over 20 million underserved users and 8 million micro-entrepreneurs. Our biggest learning in these years has been that product design for people in poverty needs to look and feel different. Financial services need to be re-designed to not just be accessible but also valuable and equitable for everyone.
As a product leader on the team, year-after-year, I saw our partners struggle with the same challenges — to create products that feel radically inclusive for these new internet users and to find adoption. To accelerate our vision of financial inclusion for all, I led a project to help any organization design products for this demographic and to ship products that resonate.
The result? The Financial Confidence Playbook – a collection of design principles, user insights and UI/UX inspiration from products across various stages and financial use cases – aimed at designing for the unique needs of those who have limited trust and familiarity with formal finance and technology. It is a starting point to better last mile money design.
Impact
In its first six months since launch, the playbook has reached 50,000+ visits, has been accessed in 100+ countries across the world, and has been published in multiple media publications. The accompanying Figma library has seen 300+ downloads.
