Understanding the financial needs, motivations and concerns of platform worker
identifying key archetypes & credit mental models to assess product market fit
Context
An Indian fintech providing financial services to platform workers was looking to work with a firm specialising in product design, user testing, and user research. Pensaar Design was brought in to provide customer-focused insights at key milestones of a pilot to offer a line-of-credit product to current and new platform workers.
Our Process
The project was distributed across 3 phases:
Phase 1: Ascertain the market fit of the new product(s)
We conducted in-depth (1:1) user interviews with platform workers across industries like Delivery, Rideshare, Ecom delivery, B2B logistics etc. We arrived at insights and unique behaviours specific to the archetypes & their liquidity needs. We could identify the key archetypes that would be best served through the product.
Phase 2: Usability tests to iterate and confirm the user interface and experience
Usability studies were performed for the pre-pilot program to understand users’ product understanding, reasons for drop-offs & scope for enhancements
Phase 3: Understand the value generated among platform workers after the pilot is complete
Post-pilot follow-up telephonic interviews with customers who have used the product for a period of time.
