NEWPATH
Bridging the Digital Divide
A first of a kind for communities in Burkina Faso
I was part of a motivated and collaborative team committed to enhancing economic opportunities for low-income families in emerging markets.
Our approach involved making smartphones accessible through affordable monthly payments and facilitating access to digital information.
Android payment app
Web management app
Web sales app
Customers receive reminders and pay via the Android app. Partners can sell devices and manage customers from the web app
THE IMPACT
5000+
Underserved people buying smartphones in instalments
20+
Preloaded agricultural apps in local languages
90%
Smartphone instalment payment rate
30+
Sales agents employed at mobile kiosks
MY ROLE
I led the end-to-end design of the instalment financing product
I designed the Android payment app, the responsive web sales app and the web management app. I worked with the CTO, three full stack developers, two Android developers, the USAID program lead and the sales managers within Burkina Faso.
The pilot in Burkina Faso was launched in 2020 and was funded by USAID. It was later launched in The Gambia, with funding provided by the UN.
Farmers purchasing their first smartphone through instalment payments at a NewPath branded kiosk
THE CHALLENGE
Making smartphones affordable
The goal was to enable access to smartphones through a 'Buy Now, Pay Later' model. The customer makes an initial deposit followed by affordable monthly payments.
GOALS
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Launch and test the financing technology
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Reduce smartphone cost barriers and encourage timely payments
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Enhance access to information
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Design a scalable device financing platform
I used lean canvases in meetings they help me identify exactly what I need from stakeholders, which I can share with the rest of the team later
KICKOFF
Bibata will pay around $3 per month to get access to a smartphone
I worked with the project lead and in-country kiosk managers to collect customer insights from surveys and observations at the point of sale. Since this was our first release, the feedback was pivotal to our success.
Kiosk managers observing and surveying customers at the kiosk. Their findings helped influence my design decisions.
RESEARCH
80% of people in rural areas of Burkina Faso are involved in farming
These communities rely on subsistence farming to make a living. In most cases, people aren't producing enough to feed their families.
INSIGHTS
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Earn around $1.50 per day
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Can't afford large upfront purchases
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Have access to a feature phone in the household
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Lack an e-money wallet
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Experience inconsistent income due to failed crop production
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Are involved in agriculture and livestock farming
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Have low literacy and technical ability
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Speak French as their primary language
INITIAL CUSTOMER OBSERVATIONS
Designing from London for Burkina Faso was a challenge
Partnering with kiosk managers enabled me to gather insights into how the product was being used. There were a few critical areas that needed to be improved.
CLEAR PAYMENT PLANS
Using days to display plans was confusing for customers
OTP CONFUSION
The unblock feature was misleading during payment
PAYMENT SHORTCUTS
Kiosk staff used USSD shortcuts to take payment at the point of sale
PAYING IN FULL
Some customers wanted to pay in full to own the device
MAKING SMARTPHONES AFFORDABLE
High upfront costs are the biggest barrier to owning a smartphone
I partnered with Android and full stack developers to design the sales plans and payment notification schedules which are synced to the phone at the point of sale.
Planning of the sales app that shows price plans to customers once a phone IMEI is scanned
PROMPTING PAYMENT
Notifying customers of their upcoming payment increased payment rates from 50% to 90%
During the pilot phase, when there were no payment notification schedules, payment rates were lower. However, after we implemented payment reminders, payment rates increased.
Designing payment schedules and payment notifications
Device functionality is reduced over time, the final stage blocking the device until a payment is made
ACCESS TO INFORMATION
As a subsistence farmer, I want to produce more crops so that I can feed my family, make more money and be self sufficient
The main goal was to enable access to information through technology. I created web apps, including videos for crops, which were pre-loaded onto the device. The baseline survey and analytics helped me determine which categories were the most popular to focus on.
TOP CONTENT APPS
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Ruminants
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Fowl
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Peanuts
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Farming practices
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Corn
CUSTOMERS SAID
“I heard about the phone and the quality of content was mentioned to me by some growers.”
“This advice has helped me invest in my livestock. Before, I didn't have this level of organisation”
Rural farmers are able to run a business, save money by being more efficient and support themselves and their families
THE OUTCOME
Improved resilience and access to information via smartphones for low income families
The design of the device financing technology had a positive impact on communities in Burkina Faso and The Gambia.
Customers valued being able to afford a smartphone and take advantage of the benefits by paying small amounts each month. They were able to take photos of their crops, communicate with cooperatives and friends to sell produce, and the pre-loaded information provided farmers with inspiration. It taught them new techniques to improve yield and combat diseases, enabling them to become more resilient in such harsh conditions.
NewPath customers that have purchased their smartphone on instalments