Design for individuals

Advancements in data analytics are helping to shape a future where user experiences are personalized irrespective of wallet depth. However, digital payments remain primarily designed for the average user rather than those on the margins.

Today, there remains a lack of awareness of the diversity of needs and requirements among the underserved. To provide services that are better than cash for all users, digital payments must be designed to meet people where they are.

Discover how to rise to the challenge here.


Governments can empower regulators to impose restrictions on the marketing, distribution or sale of products to ensure they meet user needs.

Companies can create solutions jointly with payment service providers/banks based on the needs of users and supply chain actors. Set up periodic meetings with partner payment service providers/banks to discuss gaps in existing offerings and the potential for modifications to better suit user requirements in last-mile areas.

International organizations can gather insights on beneficiary behaviour. Research can be either quantitative or qualitative. These insights can improve the design of user-centric solutions.


Mexico’s voluntary contributions to retirement savings used behavioural science to encourage voluntary retirement savings via digital payments. Randomized control trials conducted on sample populations found that text messages and physical letters increased voluntary contributions by 54 percent.

Lebanon’s women-centric banking services found that many women were distrustful of banks and wanted more personalized support. A host of new services were tailored to women’s needs and increased the number of women borrowers by 82 percent between 2011 and 2015.

Kenya’s Inua Jamii G2P cash transfer programme distributed biometric-enabled debit cards after discovering user concerns about the convenience and safety of PIN-enabled cards. The programme allowed caregivers or representatives of minors and users with disabilities facing barriers to register their biometrics on the user’s behalf.