In developing economies, the hard part of digital finance UX is not only simplicity but trust. Focusing on credits, mortgages, and insurance in Latin America, Ana Sofia Gonzalez shows how emotional design - transparency, empathy, friendliness, and a simple learning process - builds the trust needed for people to use financial products in Mexico.
People
Ana Sofia Gonzalez
Methods
Inclusive DesignInclusive design identifies who an experience excludes and involves people with different abilities and perspectives in shaping it. Start by examining assumptions and mismatches between a person and the product or environment. Work with people who experience those barriers, then explore solutions that address their needs and may benefit others. Use this approach throughout product and service development, including decisions about interaction, communication and participation. Revisit whose perspectives are missing as the design evolves.
User InterviewsUser interviews explore people’s circumstances, experiences and needs through a guided conversation. Use them when you need to understand a problem in depth or learn how a service fits into someone’s life. Recruit current or likely users, prepare open questions and possible follow-ups, and ask for concrete examples rather than idealised accounts. Start with consent, listen carefully, and allow useful unexpected topics to emerge. A discussion guide keeps the research focused without turning it into a rigid questionnaire. Interviews can accompany usability tests when you also need to observe people using a service.