Informed Design: A Case Study Series (Tyme Group)
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 one of several case studies looking at the role of design in DFS for women across Papua New Guinea, Uganda, and other geographies – focusing on examples where research findings have translated into design that has eased and encouraged women’s use of DFS.
The final study of this series examines DFS design by TymeBank, (Tyme: Take Your Money Everywhere), a South African bank without any physical bank branches. Through its Android and IOS banking apps, internet banking site and partnerships with grocery and fashion retail chains, it has made finance more inclusive for almost five million people in South Africa – primarily women.