2017 ICT4D Conference

Nearly 2 billion people are excluded from the formal financial sector. Many have simple goals for their financial health. Yet a large number of mass market products and services fall short of their expectations. Human Centred Design (HCD) can help to address underserved markets for which there is a lack of data regarding existing behavior, or for which needs and preferences are poorly understood. The talk highlights how personas can help to decode the mass market into meaningful segments, that are the first step to creating high adoption products and services.