The World Bank embarked on an ambitious ethnographic study that spoke to people across Sub-Saharan Africa to better understand how they embraced or rejected the rapidly expanding set of digital financial services available to them.
The data was rich with personal stories and countless anecdotes about people’s relationship with the financial services in their lives. The challenge was how to convey such a vast range of personal experiences to users who might want to better understand the challenges and opportunities of building a stronger bond of trust between people and digital financial services.
Our solution was to create a game about the risks and rewards of emerging financial services in Sub-Saharan Africa. We used two hypothetical characters, and through them were able to create a rich interactive game based on real-world testimony. Each decision influenced the next, and every play-through gives more insight into the different ways people have thought about the financial services in their lives.
At the end of the game, you receive a summary of how your character feels about digital financial services based on the decisions you’ve made and how they impacted his or her life.
We also created a series of animated explainers that capture the major findings of the ethnographic study. You can view them in this interactive explainer:
And some of the videos here: