Revolutionary of Micro Segments Financial Inclusive

Encouraging Savings in Micro-Segments 

Bank BRI (Bank Rakyat Indonesia) wanted to increase savings accounts (CASA) in Indonesian micro-segments areas. The aim was to promote financial inclusion by developing suitable value propositions, products and services that would encourage customers to save in the bank.

Human-Centred Design Approach

The project employed a human-centred design approach, beginning with value proposition research to understand why micro-segment users did not save their money in banks. This phase led to the formulation of design principles, which were then used to guide the iterative design, prototyping, and implementation phase. Interviews were conducted with stakeholders to brainstorm ideas and prioritise solutions. Customer interviews and observations in various cities and rural areas were carried out to understand their motivations and pain points relating to savings at banks. Concepts were tested to understand solution preferences and to gather feedback. The concepts were iteratively improved based on feedback after each phase of field research. The service design was detailed to ensure successful implementation, and multiple physical prototypes were developed based on feedback from customers, bank agents and stakeholders. The bank's core team were involved in the field research, recruitment, interviews, synthesis and in nearly all the stages of the project.

Increased Account Openings 

During the 2 months of product testing, an increase of new accounts at BRI was achieved. The project generated approximately $2,750 from 61 new accounts, and increased the trust and awareness of Bank Agents. The project was recognised with an award for 'Optimising and Best in Show'.