Better Insights for Better Products: Lessons Learned From 3 Applied Product Innovation Projects in Branchless Banking
"CGAP's work in Applied Product Innovation (API) aims to understand how customer-centric design methodologies (inspired by the human-centered design approach) can be tailored to branchless banking in order to achieve better financial service offerings for the poor. We know that understanding customers and translating customer insights into products has worked in a variety of other industries such as consumer goods and technology. In financial services, there are some examples of companies that applied customer insights to create new products with a focus on the user experience, a rapid feedback loop, and appropriate pricing. Could this approach help branchless banking providers better understand customers and how to design products that would actively be used by them? We carried out three Applied Product Innovation projects in Brazil, Mexico and Uganda, with a variety of partners including large-scale commercial banks and MNOs as well as specialized design firms. We learned a lot and have synthesized all these learnings in this deck."