Atyati is a fin-tech company that operates in the last mile-the bottom of the pyramid. Atyati provides entire or part of the ecosystem required for reaching rural and semi-urban markets for Government, Banks, MFIs, NBFCs, Insurers, FMCG or Healthcare companies, E-commerce players, NGOs, Automobile manufacturers or any other company in Retail business.
A User research was carried out for two sets of target audience sitting on the extreme ends of the ganaseva service (a technology platform), the service providers (Banks, Financial Institutions, E-commerce etc. ) and the consumers (BOP, Last mile). The service providers needed better discoverability, accessibility, and interface for the service platform. The consumers needed better services and user satisfaction.
A user-centered approach to innovation and design of services was taken to come with game changing strategies and create an impact overall. During this course, participants were introduced to a broad set of research tools and techniques that can be used to innovate and design services that make a difference to users and the business.
UniKwan conducted a user research for the target audience of Atyati. Groups were identified and contextual interviews were carried out in distant villages in West Bengal and Andhra Pradesh. The user statements were interpreted and patterns were observed to find the latent and urgent needs of the user.
The communication model of the whole system for revisited due to lack of digital awareness and gaps in policies. These problems were tackled by devising new policies, products and solutions for long term and short term. For example better interfaces for the platform, cutting down the redundancies in the service and including other services along with financial services. The solution in the form of a service blueprint was documented and delivered.