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

Wajiha Ahmed is interim director of customer insights at BFA, leading consumer research projects to better understand the intersections of user experience and financial services in developing countries. She has a particular expertise in using human-centered design and in-depth ethnographic research methods to develop effective and appropriate solutions. She previously worked at the World Bank, where she advised and worked with regional teams on bottom-of-the-pyramid energy access pilots in South Asia and sub-Saharan Africa. She has also worked directly on microfinance projects with the Aga Khan Foundation and the Kashf Foundation, an MFI based in Pakistan.