[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="MARKERS OF TRUST: RECREATING DIGITAL ECOSYSTEMS FOR WOMEN IN LOW-INCOME CLUSTERS" 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>Ecosystems, by definition, are living systems of relationships. To create enabling digital ecosystems, the nuts and bolts of living relationships must be recreated digitally. While most efforts aimed at promotion of digital payments focus on the more tangible aspects such as digital infrastructure, payment solutions, gadget ownership, and internet penetration, among others, there is a soft aspect that more often than not goes unexplored. Efforts at financial inclusion in the past decade focused on getting these soft aspects right, and similar concerns remain relevant in the context of digital financial inclusion today.</p>
<p>CATALYST, a user-centric digital finance innovation platform for the underserved last mile, carried out a program of research projects and operational initiatives centered on a low-income cluster, Bhatta Basti (Shastri Nagar) in Jaipur where infrastructure and financial capabilities were low and the role of informal community institutions strong, compared to other low-income market clusters where CATALYST carried out its operations. A part of immersive qualitative research focusing on women who work across four employment categories – old clothes vendors, bangle makers, tie & dye workers, and domestic workers – helped unpack existing ecosystems that these women operate in. This note focuses on markers of trust that would help in recreating a more inclusive and enabling digital ecosystem.</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="1. ATM PIN GENERATION
" 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"]Our primary research in Bhatta Basti indicated that there existed a huge information gap related to the importance and correct usage of ATM cards. Many
people who had received ATM cards from the banks were unaware of how to generate an ATM pin and how to use the card to withdraw money. Further, people in this community had various misconceptions regarding the safety of ATM cards; they had been victims of various frauds due to which they lacked trust in digital payment platforms. Thus, we decided to provide a detailed explanation on how to generate an ATM pin and keep the account safe in our first comic book. We created two versions: one for men and one for women. Insights from the Dharavi study indicated that women tend to relate more to a story when female protagonists are used. Since women were a major section of our target audience, we decided to create two versions. A sample of what the “ATM Pin Generation” comic looked like is provided below:

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner css=".vc_custom_1547558063100{padding-top: 25px !important;padding-bottom: 25px !important;}"][vc_column_inner width="1/4"][/vc_column_inner][vc_column_inner width="1/4"][vc_single_image image="40029" img_size="full" alignment="center"][/vc_column_inner][vc_column_inner width="1/4"][vc_single_image image="40030" img_size="full" alignment="center"][/vc_column_inner][vc_column_inner width="1/4"][/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="2. AADHAAR ENABLED PAYMENT SYSTEM (AEPS)" 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"]Another mode of digital payments that we promoted through comic books was AEPS. Since many people in Bhatta Basti faced problems related to access and usage of ATM cards, AEPS acted as a good alternative for enabling usage of digital payment solutions. AEPS allowed customers to pay by just scanning their fingerprint and thus was an easy solution for many people in Bhatta Basti who did not have access to ATM cards. One of our incubatees, Fingpay, worked on providing biometric devices to vegetable vendors and other small merchants and we distributed the comic books to the target audience to create awareness about these services. Since women formed a larger percentage of customers for these vendors, we decided to use female characters for our comics.

[/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.

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<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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