User journeys in Burundi
Mobile money for CVA delivery can have wide-ranging benefits for recipients, humanitarian organisations and private sector organisations alike, but it may not be appropriate in all humanitarian contexts. Furthermore, the transformational benefits of mobile money may not be realised if the programme is not designed with these potential benefits in mind.
Crucially, the benefits of mobile money-enabled CVA will only be equitable for all if interventions are designed to address the needs of the most marginalised recipients.
Through in-depth interviews and user journey maps, a series of fictional personas were created to better identify what enhanced user journeys or frustrated users when they received mobile money-enabled CVA.
No one in my family owns a phone and I have never used one. I use the SIM card that Concern gave me to get cash on distribution days, but not for other things. I worry that if I do, the SIM card could be stolen.Adja (Persona) Download Adja's User Journey
I am 56 years old from Kigoma, Bugabira commune. I live with my son, his wife and their four children. I did not attend school and cannot read or write. We do not own a phone but sometimes a neighbour helps me make calls with her phone.Divine (Persona) Download Divine's User Journey
My name is Fabrice. I am 44 years old from Gisenyi colline in Busoni commune. I live with my wife and our five children, as well as my nephew. I completed primary school and can read and write. I own a phone that can access the internet, even though I don’t use it. I have a Lumitel SIM card in my personal phone and I keep the Concern SIM for cashing out.Fabrice (Persona) Download Fabrice's User Journey
– Users have someone they can trust at their side
– Assistance is transparent and accessible, and issues are swiftly dealt with
– Cash assistance is built into longer-term financial support
– Users do not own or have access to a mobile phone
– The process is not adequately explained
– Users must shoulder additional costs to access their assistance
– Users are not encouraged to use the SIM card
– Users wait a long time between initial targeting and receiving the cash assistance
– When considering mobile money-enabled CVA, ensure that levels of mobile phone ownership and digital literacy are taken into account
– When using digital tools for CVA, consider long-term benefits – or multiplier effects – of digital and financial inclusion for recipients
– Humanitarian stakeholders and mobile money providers should consider user feedback more systematically
– Mobile money-enabled CVA programmes should be designed to address the needs of the most marginalised recipients
– Partnerships should think strategically about their collective impact