Informed Design: A Case Study Series (WomenSave)

Good design can mean the difference between a woman using digital financial services (DFS) or not. It is a crucial part of every stage of the customer journey – not just for user interfaces or marketing approaches. Despite its importance, DFS design doesn’t always consider women’s lives and realities, resulting in low adoption and usage of products and services. This is the first of several case studies looking at the role of design in DFS for women across South Africa, India, Uganda, and other geographies – focusing on examples where research findings have translated into design that has eased and encouraged women’s use of DFS.

In the first study of this series, we examine DFS design by WomenSave, an organization targeting poor (living on less than $2 a day) women in underserved areas of Uganda through financial literacy training and financial advisory services, access to mobile money and goal-based savings plans.