moderated Re: Could behavioral insights and better design help? #ediscussionday2
Thank you to Fiona for generously highlighting our work in Pakistan and to Nisha for pointing a spotlight on the use of human centered design and behavioral science in our work. You're exactly right! I wanted to offer information on the "outcomes" of our Pakistan work and also an offer for an additional example of HCD + behavioral design being applied to financial inclusion.
Some "outcomes" of the Pakistan work: the designs we created for a new mobile money smartphone app were warmly embraced by the financial services industry in Pakistan and adopted by two of the four leading providers of digital financial services, JazzCash by Mobilink Pakistan and SimSim by Finja. I do not have current figures but by the end of 2017 (15 months after our design was made public to the financial inclusion industry), JazzCash's mobile wallet application had more than 420,000 downloads (up from 50,000 downloads prior to adopting our UI/UX). I'm not sure how the figures look now! Karandaaz Pakistan has more specific figures so perhaps Murium could share an update? I do know that as of the end of 2017, women represented 12% of users, which was up from <3% the year before. I do not have data for the SimSim app but perhaps Murium from Karandaaz Pakistan could share recent figures?
We recently shared results from an RCT the Inter-American Development Bank ran on a financial capability program we designed using a behavioral and human centered design approach for Banco Pichincha in Ecuador. Here is a link to my brief summary of the work / results: https://medium.com/@gridimpact/a-better-way-to-improve-financial-outcomes-for-microentrepreneurs-in-developing-economies-b8586bf4d41e
One of the more interesting findings from the RCT measuring the impact of our behaviorally-designed financial / business education training program was that the positive results are larger in magnitude for female than for male entrepreneurs.
Women were more influenced to adopt the best practices from the training (an increase of 0.2645 standard deviations relative to the control group) than men (an increase of 0.064 standard deviations relative to the control group) and consequently experienced larger gains in sales and profits. An explanation or interpretation of the results from a forthcoming paper published by the IDB: