Last week, Evan - an intern with the AgTech Team - wrote about a key message she heard at the Global Innovation Summit in Washington, DC: the importance of human centered design (HCD) in scaling innovations. This bottom-up approach focuses on integrating customers, including smallholder farmers typically thought of as "beneficiaries," into what products/ services to innovate, how to build solutions, and how to distribute them.
After reading Evan's insights I wanted to share how one of the partnerships we invested in on behalf of USAID - with Grameen Foundation and Musoni - used HCD to improve banking services to bottom-of-the-pyramid customers. I am going to cheat a little, because Grameen Foundation explained the processes and results themselves in past Connect! posts. Here is the full link, and below are excerpts that capture how helpful HCD can be to companies working where all of us AgTechXChange community members work: emerging, and mostly agricultural, markets!
With funding from Feed The Future Partnering for Innovation and technical support from Grameen Foundation Musoni has designed and implemented a USSD solution, Musoni Mobile, which provides customers with account information and account management capability. The design process applied human-centered design approaches to make it user friendly for the customer who was engaged and involved in the entire process. The decision to use USSD and not a mobile application was informed by Musoni’s customer profile and the desire to deliver a simple solution that would be accessible, affordable and useable by people at the bottom of the pyramid.
The result of this end-user focused approach is demonstrated by the speed at which uptake numbers are growing. Less than two months after the pilot was launched, over 6,8772 clients have registered for the service and carried out more than 12, 857** transactions, all of which have registered a 100% success rate. Not a single transaction has failed. Achieving such a success rate is commendable for any technology solution, but it requires considerable effort to accomplish.
You can see that by using HCD, Grameen Foundation and Musoni's work together could reach thousands of clients, quickly. How does that look for individual clients? Let's find out about one farmer, Ruth (full story here), who went from being a farm hand to a farm owner!
Ruth remembers clearly when things changed for her family. It had been tough supporting her children while her husband struggled with alcohol. She spent her days working as a farm hand in her community in Kenya and her evening fetching water and firewood and preparing the family meal. It was hard to afford food.
When Ruth joined Musoni, she saved up the little she had until she was able to get educational loans for her daughter's schooling.
Her third loan - a Kilimo Booster loan - gave her the break she needed for her family. Developed by Grameen Foundation and Musoni, Kilimo Booster is designed for smallholder farmers and offers repayment terms that match a farmer’s crop and cash cycles.
Ruth was able to buy a cow and rent plots of land to farm, and has continued to expand her business with additional loans.
Since Kilimo Booster’s launch in 2013, Musoni has disbursed over US$10million in loans to more than 6,000 farmers. Over the next year, Grameen Foundation will help it expand its outreach significantly through targeted marketing campaigns to reach even more farmers like Ruth.
Do you have experience working with HCD? If yes, tell your story below! Also, check out an interview with Steven Carleton, a self-proclaimed fanatic of customer experience and operational excellence, who has worked with industry giants like Apple, Genentech, and most recently, as COO of Global Shipping at eBay. He talks about the importance of being "customer-centric" and walking in the customer's shoes, in any size company! He also shares that senior leadership, including at C-Suite level, need to be driving company culture towards being customer-centric. Being customer-centric is certainly central to human centered design!