Digitizing 60 million local shop owners for a rural Fintech leader
Experience Design
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The Client
The client is a rural Fintech Company in India working towards financial inclusion and digital empowerment of local entrepreneurs across the country. They aim to provide services that will provide an improved customer experience in banking, digital, and e-retail with speed, transparency, and predictability.
The Problem
How do we empower local merchants to digitize their existing business?
Redefining the Problem
Multinational online marketplaces have pushed local merchants to strive for survival. They don’t have option to scale their offerings in the digital world. The client is empowering local kirana merchants with a digital solution to
- Digitalize their shops
- Scale the offerings
- Be part of client’s e-product ecosystem
The Solution
Creating a one-stop-shop ecosystem in the local language & making it an integral part of the rural merchants’ daily use.
How did we solve the it?
Designed a mobile app and web presence to create a difference in the rural markets. The team followed a design thinking methodology and held several workshops, which included card sorting, feature listing and ideas. A prototype was created, and merchants were invited to the sessions with their input.
Our Process
We use the Double Diamond structure to understand customers and their problems and explore creative and innovative ways to solve their problems and delight them.
Target Audience
60 Million Shops*
– Largest # of shops per capita employs nearly 200M people
– 40% are 1 person operation
48 Million shops
Are less than 250 sqft
– 6M are 250 sqft
– 6M are > 500 sqf
| Particulars | Rural | Semi Urban | Metro |
|---|---|---|---|
| Micro Shopkeepers — less than 250 saft | 18 Mn | 20 Mn | 10 Mn |
| Small Shops — 250-500 sqft | 2 Mn | 2.5Mn | 1.5Mn |
| Merchants — 500 sgft or more | 1 Mn | 3 Mn | 2Mn |
| Population Coverage* | 600 Mn | 530 Mn | 320 Mn |
| Per cap income* | 55000 per year | 1.25LPA | 2.45 LPA |
Primary Research
The Research was conducted through three modes:
- Surveys– The Team conducted surveys through telephonic interviews where 15 questions were asked and tried to understand their ecosystem.
- Focus Groups– With a sample size of 300 participants spread across the length and breadth of the country and interviewed them in groups of 3-4 each and tried to relate to their journey, existing gaps and also showed them a concept at the end.
- Design Thinking Stakeholder Workshop– The Team conducted workshops with all the stakeholders to find the path on how to proceed, where we talked to merchants, customers, and the executives.
Key Insights
To gather user insights from our users. We needed to target large number of SMAs for quality inputs. User interviews were divided into two parts:
- Quantitative insights (from Kissflow and G-forms)
- Qualitative insights. (from calling activities)
Iterations done after some calls: After some calls, we got users frustration and with that we got insight that we should show mobile application to users, we created mobile application flow and prototype to show the merchant tool and shared from mobile
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tx, USA
London, UK
Delhi, India
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