[vc_row equal_height="yes" content_placement="middle" type="image" enable_parallax="false" parallax_speed="0.4" padding_top="110" padding_bottom="0" bg_image="40038"][vc_column][kleo_gap size="100px"][vc_row_inner][vc_column_inner width="1/6"][/vc_column_inner][vc_column_inner width="2/3"][vc_custom_heading text="IMPLEMENTING INNOVATION THROUGH AN ECOSYSTEM “LEARNING AND SOLVING BY DOING” APPROACH" font_container="tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px" google_fonts="font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal" letter_spacing=""][/vc_column_inner][vc_column_inner width="1/6"][/vc_column_inner][/vc_row_inner][kleo_gap size="140px"][kleo_gap size="50px"][/vc_column][/vc_row][vc_row equal_height="yes" content_placement="middle" padding_bottom="0"][vc_column width="1/2"][/vc_column][vc_column width="1/2"][vc_row_inner equal_height="yes" content_placement="middle"][vc_column_inner width="5/12"][/vc_column_inner][vc_column_inner width="1/3" css=".vc_custom_1488531456733{padding-right: 0px !important;}"][vc_column_text letter_spacing=""][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width="1/4" css=".vc_custom_1488531444909{padding-left: 0px !important;}"][kleo_button title="Print this page" href="https://cashlesscatalyst.org/wp-content/uploads/2019/01/Comic-learning-note-1.pdf" target="_blank" style="custom" position="left" size="lg" special="no" border="no" icon="print" font_size="16px" letter_spacing="" el_class="grey-icon" custom_text="#d11e3c"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type="color" bg_color="#ffffff"][vc_column][vc_custom_heading text="INTRODUCTION" font_container="tag:h2|font_size:26px|text_align:left|color:%23383b3b|line_height:32px" google_fonts="font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal" letter_spacing=""][vc_row_inner css=".vc_custom_1537456868816{margin-bottom: 35px !important;}"][vc_column_inner][vc_column_text text_color="#383b3b" font_size="16px" letter_spacing="" el_class="lh22 ptext-justify"]<p>CATALYST aims to significantly expand the use of digital payments between low-income consumers and merchants. Achieving this vision requires the identification, development, testing and implementation of innovative business models that are also scalable and sustainable. It also requires a conducive policy environment and a significant behavior change from consumers. Given the numerous stakeholders in the payments value chain, scaling new digital solutions requires that multiple coordination problems be addressed. Through this, the need arises for a context-specific approach, and a rigorous well-defined “learning and solving by doing” methodology. Such a methodology captures the adaptive process of innovation in real world settings where intractable challenges are being addressed. This note outlines the method that is specific to such a setting and underlines CATALYST’s learning process comprising rapid, data-driven, test-learn-and-build cycles with the aim to validate various innovative business models around digital payments that can further be scaled.</p>[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type="image" bg_color="#c9213b" enable_parallax="false" padding_top="75" padding_bottom="75" inline_style="font-style: normal;"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text="AN ECOSYSTEM APPROACH
" font_container="tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px" google_fonts="font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal" letter_spacing="" el_class="normal-style "][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type="color" bg_color="#ffffff" inline_style="font-style: normal;"][vc_column][vc_row_inner][vc_column_inner el_class="normal-style "][vc_column_text text_color="#383b3b" font_size="16px" letter_spacing="" el_class="lh22 ptext-justify"]<p>CATALYST, through its multiple partnerships, serves as an incubator of innovative business models built around digital payments as well as policy field experiments in real-world settings. This ecosystem approach is core to its ability to achieve sustainable impact on the longer-term and catalyze systematic change.</p>
<p>Complex problems, such as digital payments, often remain unresolved, despite the will to address them. This is because the challenges in resolving them result from interconnectedness and complexities of different actors and aspects. Such challenges need to be studied through the lens of the ecosystem in which they exist. Many actors and factors can influence uptake of digital payments between merchants (supply) and low-income households (demand), or within supply chains. Failure to take into aspects such as the regulatory environment, technology innovation, customer need and constraints, as well as available infrastructure, among other aspects, into consideration would yield very limited impact. Central to the philosophy is blending an entrepreneurial innovative way of thinking with a grass root level approach to doing, to infuse transformative change.</p>
[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type="color" bg_color="#373b3c" padding_top="75" padding_bottom="75" inline_style="font-style: normal;"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text="``LEARNING AND SOLVING`` BY DOING MODEL" font_container="tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px" google_fonts="font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal" letter_spacing="" el_class="normal-style "][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type="color" bg_color="#ffffff"][vc_column][vc_row_inner equal_height="yes"][vc_column_inner el_class="normal-style"][vc_column_text text_color="#383b3b" font_size="16px" letter_spacing="" el_class="lh22 ptext-justify"]<p>Addressing issues in real-word ecosystem settings through innovation requires an exploratory as well as an action-oriented method. This allows potential solutions to emerge and their iterative testing until evolution into an optimal solution. Key to the success of this process is a well-defined learning plan and testing in the intended use environment. It is characterized by incremental knowledge production and collaborative learning among various experts (researchers, practitioners, government, technology experts, etc.).</p>
<p>The process features the following broad steps:</p>
<p>1. <strong>Identification:</strong> Focus on identifying persistent painpoints from multiple stakeholders’ perspectives.</p>
<p>2. <strong>Solution Design:</strong> Collaborative approach to designing a solution and a commitment to an iterative process that allows continuous refinement of the solution. The solution design is based on developing assumptions from theory, practice as well as ensuring a well-defined plan for learning.</p>
<p>3. <strong>Testing and Systematic Inquiry:</strong> Implementing and testing the solution with the relevant partners and in the environment in which it is intended to be further replicated. This step involves systematic inquiry as learnings are derived and iterated accordingly. Clearly defined metrics are put in place to systematically evaluate, implement and improve the digital payment landscape. Information regarding the methods, tools and metrics used in this exercise are detailed in Appendix. A wide range of methods such as pre-post analysis, information triangulation, A/B testing, experimental and participatory research techniques. Research tools such as surveys, interviews, focus group discussion, etc., are used to gather context-rich information and data that are backed by evidence.</p>
<p>4. <strong>Scaling and Replicating:</strong> Devising a plan for scaling and replicating the optimal solution outcome and catalyzing a systematic and sustaining change in systems.</p>[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width="1/6"][/vc_column_inner][vc_column_inner width="2/3"][vc_single_image image="39993" img_size="746*526" alignment="center"][/vc_column_inner][vc_column_inner width="1/6"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type="color" bg_color="#c9213b" padding_top="75" padding_bottom="75" inline_style="font-style: normal;"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text="3. UPI" font_container="tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px" google_fonts="font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal" letter_spacing="" el_class="normal-style "][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type="color" bg_color="#ffffff"][vc_column][vc_row_inner equal_height="yes"][vc_column_inner el_class="normal-style"][vc_column_text text_color="#383b3b" font_size="16px" letter_spacing="" el_class="lh22 ptext-justify"]The third comic book that we created and distributed was on UPI payments. This was mainly targeted at people towards the end of the digital payments user journey and sought to increase adoption and usage of UPI-based platforms such as PhonePe, Bhim UPI, WhatsApp payments, etc. The comic book contained step-by-step illustrations on how to register on such platforms and make transactions. It also focused on highlighting the advantages of using UPI, through a story format. Since our past research had indicated that the last stages of the digital payments user journeys in Bhatta Basti were male dominated, we decided to use male protagonists in this comic book. However, this learning cannot be universalized as selection of characters and stories should be context specific. Creating comic books to spread awareness should be grounded in the findings from that community.

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner css=".vc_custom_1547558084322{padding-top: 25px !important;}"][vc_column_inner width="1/2"][vc_single_image image="39999" img_size="728*520" alignment="center"][/vc_column_inner][vc_column_inner width="1/2"][vc_single_image image="40000" img_size="727*520" alignment="center"][/vc_column_inner][/vc_row_inner][vc_empty_space][vc_row_inner][vc_column_inner width="2/3"][vc_single_image image="40001" img_size="922*540" alignment="center"][/vc_column_inner][vc_column_inner width="1/3"][vc_single_image image="40002" img_size="531*540" alignment="center"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type="color" bg_color="#373b3c" padding_top="75" padding_bottom="75" inline_style="font-style: normal;"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text="LEARNING AND FEEDBACK" font_container="tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px" google_fonts="font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal" letter_spacing="" el_class="normal-style "][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type="color" bg_color="#ffffff"][vc_column][vc_row_inner equal_height="yes"][vc_column_inner el_class="normal-style"][vc_column_text text_color="#383b3b" font_size="16px" letter_spacing="" el_class="lh22 ptext-justify"]We also conducted a feedback exercise to understand people’s perception of the content and form of the UPI comic books. This was conducted over two days, in early November 2018, and aimed to understand how these collaterals can be improved to benefit people at different points of the user journey. We distributed the comic books to a sample of 20 people of varying age groups and financial literacy levels. On the first day, we carried out a dipstick survey to gather information on demographics and to gauge the audiences’ understanding of financial services. We followed this up with distribution of comic books. The next day, we collected feedback on the content and form of the collateral. While the period of research was too short and the sample size too small to gauge clear results and make generalized conclusions, we were still able to gather various interesting insights about the usage of comic books for promoting digital financial awareness in low-income clusters.

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_empty_space][vc_row_inner][vc_column_inner][vc_single_image image="40014" img_size="full" alignment="center"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type="color" bg_color="#c9213b" padding_top="75" padding_bottom="75" inline_style="font-style: normal;"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text="FINDINGS" font_container="tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px" google_fonts="font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal" letter_spacing="" el_class="normal-style "][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type="color" bg_color="#ffffff"][vc_column][vc_custom_heading text="Characteristics of the sample" font_container="tag:h2|font_size:26px|text_align:left|color:%23383b3b|line_height:32px" google_fonts="font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal" letter_spacing=""][vc_row_inner equal_height="yes"][vc_column_inner el_class="normal-style"][vc_column_text text_color="#383b3b" font_size="16px" letter_spacing="" el_class="lh22 ptext-justify"]Forty-one percent of the sample was male, 59 percent was female and age of the respondents ranged from 14 to 61 years. More than half of the respondents had studied till class10. While almost 76 percent claimed to have bank accounts, only 41 percent had ATM cards and, even among those with ATM cards, 35 percent had been unsuccessful in generating an ATM pin. Thirty percent of the sample did not have access to smartphones or the internet which prevented them from accessing new digital payments services such as UPI. It was surprising to find that more than 80 percent of the respondents did not use an ATM card and less than 30 percent was actively making transactions using any digital method of payment. Awareness about UPI and other online method of payments was low and 47 percent claimed to have no knowledge whatsoever. Even among those who did, awareness was restricted to the benefits of using digital payment methods and a very small percentage was aware about usage of UPI-based apps.

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_custom_heading text="Insights" font_container="tag:h2|font_size:26px|text_align:left|color:%23383b3b|line_height:32px" google_fonts="font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal" letter_spacing=""][vc_row_inner equal_height="yes"][vc_column_inner el_class="normal-style"][vc_column_text text_color="#383b3b" font_size="16px" letter_spacing="" el_class="lh22 ptext-justify"]Most people claimed to have easily understood the comic book and its contents. Those who didn’t were either illiterate or not involved in the process of making transactions from their bank accounts (someone else in the family was doing it for them). While the response was less positive among the elderly population, the comic books were fairly well received by school and college students, working youth and middle-aged people.

The respondents involved in the feedback exercise seemed to show a significant increase in their awareness of UPI. The majority claimed to have learnt about multiple topics such as benefits of digital payments, registration and usage of UPI due to the comic’s interactive and illustrative approach. Eighty eight percent of the sample said that they enjoyed reading the comic book and went through the entire document because of its ‘fun to read’ nature; almost half of the sample found it easy to read and follow. Children and youth, in particular, seemed to find the stories really interesting. Comic books, therefore, may be a successful way of reaching out to them especially while dealing with a serious topic such as financial inclusion.

We also received suggestions on the importance of using highly simplified language and short sentences in the comics. Featuring a higher number of illustrations and pictures and minimal text is important while communicating information on complex topics such as new financial services. Further, elucidating each and every single step for registering/making transactions is essential even if it results in a lengthier comic as it increases the chances of people taking action after reading the collateral.

Lastly, in communities such as Bhatta Basti where there are low levels of financial awareness and independence, comic books may be a costeffective solution for increasing adoption of digital payments. However, it is important to pinpoint the stage at which people are in their user journeys. Instead of creating and distributing comic books uniformly across the entire population, it may be more beneficial to customize these collaterals in such a way so that people at different stages of the user journey spectrum are able to use them to proceed step by step to the next level.

[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type="color" bg_color="#ffffff"][vc_column][kleo_button title="Download full report" href="https://cashlesscatalyst.org/wp-content/uploads/2019/01/Comic-learning-note-1.pdf" target="_blank" position="center" size="lg" type="boxed-icon" special="no" icon="download" font_size="14px" letter_spacing="" el_class="pkirbtn" icon_custom_background="#d11e3c" icon_custom_text="#ffffff"][/vc_column][/vc_row][vc_row el_id="footer_area" text_align="center" type="image" bg_position_horizontal="center" enable_parallax="false" padding_top="50px" padding_bottom="50px" bg_image="7886"][vc_column width="1/4"][/vc_column][vc_column width="1/2" offset="vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0"][vc_single_image image="7888" img_size="full" alignment="center"][vc_column_text text_color="#ffffff" font_size="14px" letter_spacing="" css=".vc_custom_1484826151396{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}"]
<p style="text-align: center;">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID, to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>

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