Principles at a glance
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01
Build on her family-first mental model
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02
Offer her flexibility and control over her finances
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03
Celebrate her contributions and amplify her pride
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Principles in action
Build on her family-first mental model
Principle 01
Low-income women tend to operate collectively - making and acting on financial decisions with and for family members. The growth, safety, and approval of their immediate family are important considerations. It’s important to design for ways that allow her to include her family to the extent that feels right to her—whether that means helping her keep her money secure, or helping her anchor her finances in household goals.
Offer her flexibility and control over her finances
Principle 02
Low-income women experience more income uncertainty, so they often manage their money by saving more when they can, relying on social finance, and planning for unexpected expenses. Giving women greater control over their finances not only fosters more trust in a financial product, it enables women to reach their goals more effectively.
Celebrate her contributions and amplify her pride
Principle 03
Women often serve as invisible money managers in many households but are rarely rewarded for this critical role. A product that acknowledges, celebrates, and empowers her as an individual can increase her willingness to engage and build long-term customer loyalty.
Explore other moments in
Women x Finance
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Enabling Access
Create awareness and build phygital (mix of digital and physical) pathways to bring her onto financial platforms
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Onboarding and Verification
Make onboarding feel trustworthy, intuitive and empowering
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Creating Access for Others
Help her inspire and support other women around her
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Managing Money in Groups
Empower women to effectively leverage group based financial tools (like saving circles, SHGs, chit funds, etc.) to gain financial freedom
Explore other moments in Digital Payments & Remittances
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Communicating value
Let users see how digital payments benefit them now and in the future
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Making a transaction
Help users overcome the fear of making a mistake, and strengthen their mental models of digital payments
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Tracking payments
Show users where their money is now, where it's been in the past, and where it could go in the future.
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Troubleshooting
Use design to reduce errors, and when they do happen, show users you are there for them
