NextBillion - An Initiative of the William Davidson Institute at the University of Michigan

Friday, March 21, 2014

While mobile money is now available in almost every emerging market, active usage remains low. In fact, only about 30 percent of registered mobile money accounts are actively used, according to the most recent GSMA State of the Industry report. Bridging this crucial gap between registration and active usage will require providers to design products and services that are not simply ‘great ideas,’ but that truly meet the needs of end users.

Applying the principles of human-centered design might offer one way to achieve this goal, providing a framework to ensure that the end user is an active participant throughout the product development process. By listening to the voices of end users at each step, from research and concept development to piloting and final roll-out, small changes can be made that will have a huge impact on active usage.