CIID Design for Social Impact + GRID

29th July 2015

BANKING
FUTURES
Lea Hildebrandt, Nicole Winans
Leila Byron, Rosie Isbell
29th July 2015
CIID Design For Social Impact

In partnership with
CIID + GRID

CIID Design For Social Impact

CIID Design For Social Impact

OUR
MISSION

CIID Design For Social Impact

Teach sound financial practices

through positive changes in
established daily behaviours,
because women entrepreneurs
in Ecuador lack an effective,
consistent way of managing
business finances.

Our goals

CIID Design For Social Impact

01

02

03

Help women to be
more purposeful
in their long-term
saving and financial
management.

Close the intention to Be a simple, intuitive,

action gap by helping personal and easy to
people put the four
use solution.
rules of thumb into
daily practice.

04
Be easily replicated
to large amounts
of people in a
sustainable and
cost effective way.

Women and men 30-50 years old,

own business (shops/restaurants)
which is their primary source of
income.
Smart savvy not formally
educated. Some act as bank
services that provide basic
banking solutions on a paid
services.
From 2 major cities in Ecuador;
Quito and Guayaquil.

CIID Design For Social Impact

OUR
AUDIENCE

Desired
behaviours of
shop owners

CLOSING THE INENTION BEHAVIOUR GAP

Strong
Intentions

Behavioral
Control

Account for
NORMS

Positive
attitudes
towards
behavior

Avoid imposing
goals/
procedures

Externalise
responsability
rejection to
system

Emphasize
benefits of
outcome

Increase selfefficacy

CIID Design For Social Impact

THE BIG IDEA

CIID Design For Social Impact

The start kit is a set of tools

that women can use in their
day-to-day lives to grow sound
financial practices. The kit acts
as a visual stimulus and contains
both analogue and digital tools
focused on helping women
develop positive financial
behaviours.

CIID Design For Social Impact

Action statements

01

02

How might we... create

triggers in the womens
day to day environment
that emphasis the benefits
of financial management?

How might we give

women confidence not
to compromise existing
customers credit
relationships and instead
be more financially savvy?

CIID Design For Social Impact

03
How might we visualise
inventories to
increase profit?

10

CASH BOX

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11

Cash box
What is it?
A flexible cash-box system that visually helps women
to break down their daily transactions and finances
into daily, business and personal groupings. The 3 main
compartments can be personalised to the individuals
unique needs.
Why?
- Increase self-efficacy and
perceived control by:
- Personalization/flexibility
cash box
- Visual triggers for amount of
money in box in the mornings,
saving & salary
- Reward-focused increases
internal motivation
- Visual representation of
balance (credits, losses,
income, )

Steps met:
- Separates business from
personal
- Uses cash box with
compartments
- Creates rule for how much
to start each day off with in
cash box
- Credit rule
- Rough overview of over/under
- Replenish cash box daily
- Pay Out
Save 1 $ a day

1
Low
tech
CIID Design For Social Impact

High
tech
12

Prototyping
How to test it?
A bank official is trained to interview the
shop owners and observe the process
of putting together the money box. She
or he will go to the small shop twice:
once to deliver the Start Kit and help with
assembling the money box, once to assess
the use of the money box.

Time:
6 weeks (if N = 30): 1 day for training bank
officials, 2 weeks to visit 30 small shop
owners, 2 weeks a month later for retest

Instructions (step by step

The bank official would have to come to
the shop to bring the Starter Kit. During
this meeting
Who?
- A baseline is established by asking
- At least 30 shop owners (per subsample)
about and recording the current cash
- 1 bank official per 30 shop owners
box system
- The shop owner makes their own money
box and the result (labels and number
Materials:
of compartments) as well as any
- Starter Kit incl. money box materials
questions are recorded
(flexible but durable material that
enables the shop owners to choose the
A month later
size and number of the compartments)
- The bank official comes back to the
- Notebook for the bank official with
store and asks about the use of and
questionnaire and space to note down
satisfaction with the new money box
observations
- Depending on the sample size, it is
possible to test the effectiveness of the
separate aspects of the money box (i.e.
separating personal from business,
credit compartment, savings
compartment) separately
in subsamples.

CIID Design For Social Impact

13

Cash box: storyboard

1

1. F
 reda receives a kit with a flexible box
system and info pack
2. F
 reda reads the start kit info pack which
contains top tips from experts and people
like Freda on how to best manage her
daily finances.
3. Freda starts to build her personalised cash
box in a way that will best fit her needs.
Each box is colour coded and labelled
with an icon.

4. F
 reda stays to collect daily transactions
and places them into the relevant tray or
compartment.
5. At the end of the day Freda allocates her
takings into the personal and business
compartments.
6. Freda is able to meet with other members
of her community who share stories of
whats working best for them.

CIID Design For Social Impact

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VIP TOKENS

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15

VIP tokens
What is it?
A set number of cards that each CNB can give to their
customers. Trusted customers are given tokens which
they can exchange for credits. A chart helps women log
how much credit they have given to customers.

Why?
- Account for cultural norms
(relationships are more
valued than money, credits
are common in Ecuador) by
reducing the pressure to give
credits; increase positive
attitudes by reducing negative
emotions (guilt for rejecting
credits):
- Externalizing responsibility for
rejection of credits to system
- Reinforcing positive
relationship to customer by
rewarding with status.

Steps met:
Sell and Tally
Establish credit
rule and stick to it

1
Low
tech
CIID Design For Social Impact

High
tech
16

Prototyping
How to test it?
Give the VIP coins and Trust Point chart
to the CNB to use for a week- two week
period.
Interview the CNB after the week focusing
on the following questions:
1. How many VIP coins did you give out?
2. Did any VIP pay back? If so what was the
timing on this payback?
3. Did you find it hard to select who the VIP
would be?
4. Did you find the physical coin helpful to
keep track of what credit was given out?
Who?
CNBs (10 in each region)
Materials:
Coin, Reward Card.
Time:
1 - 2 weeks

CIID Design For Social Impact

Instructions (step by step):

1. Select the amount of VIPs you want
to give credit to
2. Write their name on the coin and
present this to them, explaining that they
are the chosen VIP and are allowed to
pay the next time using the coin.
3. When you receive a coin place this
directly into the credit drawer you
have created in your cash box. That
way you have a visual prompt when you
complete your closing procedures that
you must ask for the credit to be paid
out.
4. If a customer pays back within a certain
time period (you will use the trust point
tracker) they will gain trust points
which means they either receive more
credit (you decide) but also if they do
not pay in a reasonable time frame
you have the authority to take back
the VIP card. That way you share the
responsibility.

17

VIP tokens: storyboard

1

1. L
 ucia receives an information booklet and
V.I.P tokens which explain how the system
works.
2. L
 ucia starts to use the tokens in her store.
She explains to her regular customer, Rita
how the coins work. Rita can come back
and use the VIP coin as payment.
3. When Rita next visits the store she uses
her token as credit.
4. L
 ucia puts the token in her cash desk as a
visual cue that reminds her of how much
VIP credit she has given out.

CIID Design For Social Impact

5. O
 nce Rita has paid on time, Lucia returns
the VIP token to Rita and she can continue
to pay on credit. If late or unpaid, VIP
status is lost. This allows for both parties
to share the responsibility of the credit.

18

COLOUR INVENTORY

CIID Design For Social Impact

19

Colour inventory
What is it?
A visual way to map out inventory and replenish only
stock that has been sold through a colour coded system.
Products that are in the red must be re-ordered by the
vendor.

Why?
Steps met:
- Increase self-efficacy by
- Map out inventory
ease of use:
- Replace only stock
- Using really obvious visual cues that was sold
that are incorporated into their
existing daily work flow

1
Low
tech
CIID Design For Social Impact

High
tech
20

Prototyping
How to test it?
Complete initial inductions to materials
and observations of people using the
materials in store over a period of time.
Who?
The inventory should be tested by the
shopkeeper, and the process should be
observed during a short visit by the bank.

Instructions (step by step

1. Mark all products the with provided
inventory stickers
2. Remove sticker from the item when
it is sold
3. Place the sticker on the inventory
tracking sheet
4. Place the sticker on the inventory
tracking sheet

Materials:
Inventory kit including stickers, stock
tracker chart, and shelf gradients.
Time:
The shopkeeper should test the materials
and process for a minimum of one week.

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21

Colour inventory
1

1. Aina receives a start kit. It contains an info

booklet, stickers and an overview chart.
2. Aina places restock cards on shelves as a
visual reminder that an item needs to be
replenished.
3. Aina places stickers on the top selling
items that she stocks the store with.
4. C
 arlos enters the store to buy some
coca-cola and chips. As Aina collects her
money she also removes the sticker from
the bottom of the items.

CIID Design For Social Impact

5. Aina updates her stock chart with a sticker.

She can clearly see that she needs to
re-order more items.

22

TOTALISER

CIID Design For Social Impact

23

Totaliser
What is it?
A USSD, session based application that helps women
track stock and daily balance. Women can also set
personal goals, be reminded to pay salary and receive
motivational tips from other entrepreneurs. A smartphone app could also include additional features
like scanning items or social interactions with other
entrepreneurs.
Why?
Steps met:
Increase control/self-efficacy:
Steps 1 - 4
- Defining saving subgoals and
monitoring progress, which
makes it more concrete and
- Ease of use: low threshold to
check balance, benefits > costs
less overwhelming

1
Low
tech
CIID Design For Social Impact

High
tech
24

Totaliser
How to test it?
Build a simple interface using and test
with users to gather their feedback over
time. Test by using and asking questions
such as:
- what are your ideas about using
this better
- is SMS/USSD better for you?
- what do you think would happen
in you press...
Journals and diarys could also be used
to test over an extended period of time.

Instructions (step by step):

1. Assign bank agent
2. Set-up to system
3. Set personal goal, to establish
use of profit
4. At the end of every day: Count stock
sold and enter into system
5. Receive a reminder
6. Enter codes of items sold to establish
money
(Smart phone app can be
much more visual)

Who?
CNBs (10 in each region)
Materials:
Feature phone, screens
Time:
1 - 2 weeks

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25

Totaliser
1

1. Assign bank agent

2. Set-up to system
3. Set personal goal, to establish use of profit
4. Count stock sold and enter into system
5. Receive a reminder
6. Enter codes of items sold to establish
money
7. App is much more visual! Same system:
Adding daily stock and saves.
Establish your goal!
4

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START KIT:
TRAINING

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How might we train the staff on

each rule of thumb to ensure the
practises are being utilized?

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Manual Training
Basic manual that
is included in the
kits. This will be self
initiated and will
require follow up
to ensure that the
training tools are
effective.

Low
cost

CIID Design For Social Impact

Actions:
- instruction manual
- personalised goals
Follow up:
- calender of
touchpoints, to
ensure continuous
use.
- self tracker

High
cost

29

Example of info booklet

CIID Design For Social Impact

30

Community Training
Creates a support
system for the CNBs
that will ensure a
sharing platform
for success stories
and motivation best
practices.
External partners,
successful
entrepreneurs from
across Ecuador and
the globe are also
part of the network.

Low
cost

CIID Design For Social Impact

Actions:
- assign women to a
community training
group
Follow up:
- organising monthly
meetings either
by landline or in
the community
to promote
entrepreneurial
support.

High
cost

31

Bank Rep
Be assigned a bank
representation that
will be available for
training on more hitech items. This will
require hiring and
paying additional
people as well as
training this rep on
specific tasks. It will
however allow CNBs
to be constantly
monitored and better
understand ROI of
the Start Kit.

Low
cost

CIID Design For Social Impact

Actions:
- Initial face-to-face
meeting for training
of high tech items,
then on a more
weekly phone call.
Follow up:
- Constant
touchbases between
rep and CNB,
allowing relationships
to form and constant
top-up of training.

High
cost

32

CIID Design for Social Impact + GRID

29th July 2015

TAK!
Lea Hildebrandt, Nicole Winans
Leila Byron, Rosie Isbell
29th July 2015
CIID Design For Social Impact

33