Hummingbird Finance Project:
A Case Study in Human-Centered Digital Product Design
Hummingbird Finance, a neobank, aimed to explore microfinance as a solution for Australians facing crisis situations such as natural disasters, financial insecurity, and systemic inequalities. The goal was to understand how microfinance models, particularly those successful in Africa, could be adapted for an Australian context while ensuring product-market fit and sustainability.
My Role & Responsibilities
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Conducted extensive market research on microfinance models in Africa.
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Evaluated the feasibility of microfinance for Australians in crisis.
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Applied human-centered design methodologies to assess user needs.
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Developed a strategic proposal recommending product pivots.
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Created story-driven personas and user journeys to illustrate financial struggles.
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Presented product recommendations and design research insights.
Approach
1. Research & Market Analysis
Initial Challenge
The client was inspired by African microfinance models but lacked clarity on their feasibility in Australia. My first step was to analyze:
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How microfinance operates in Africa.
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Key success factors and challenges.
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Stakeholder involvement (MFIs, NGOs, government bodies).
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Socioeconomic and regulatory differences between Africa and Australia.
Findings
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Cultural and economic disparities: Microfinance in Africa serves unbanked populations, while in Australia, financial exclusion stems from crisis situations, not necessarily lack of banking access.
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Regulatory barriers: Australia has stringent financial regulations that may limit the flexibility of microfinance models.
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Different user needs: While microfinance in Africa often supports entrepreneurship, Australians in crisis require emergency financial aid, debt relief, and tailored financial literacy programs.
2. Identifying User Needs & Breaking the Initial Idea
Pivoting the Initial Concept
The original assumption—that an African-style microfinance model would work in Australia—did not hold up under scrutiny. Using design thinking and affinity mapping, I explored alternative approaches that would better serve the Australian market.
Key Adjustments:
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Targeting specific crisis groups: Women escaping domestic violence, Indigenous Australians in remote areas, and those affected by climate disasters.
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Beyond lending—financial literacy & resilience programs: Users needed more than just loans; they required ongoing financial education and support systems.
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Partnership opportunities: Collaborations with Good Shepherd, NGOs, and government initiatives could provide financial stability beyond microloans.
3. User-Centric Design & Storytelling
Developing Personas
To humanise the data, I created detailed user personas and crisis scenarios:
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Emma (Retail Worker, Flood Victim): Struggled with housing instability after floods. Needed low-interest emergency loans and access to financial support services.
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James (Farmer, Natural Disaster Survivor): Needed business recovery loans after extreme weather events disrupted his livelihood.
These personas mapped out emotional and functional needs, making a strong case for inclusive financial solutions beyond traditional microfinance.
4. Final Product Strategy & Recommendations
Proposed Vision:
“To provide inclusive microfinance solutions that empower Australians in crisis by bridging financial gaps, promoting resilience, and ensuring economic sustainability.”
Key Product Features
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Low-Interest Emergency Loans for crisis relief.
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Flexible Repayment Plans tailored for financial recovery.
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Financial Literacy & Mentorship Programs to support long-term independence.
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Digital-First Approach for accessibility, reducing overhead costs.
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Sustainable & Ethical Lending Practices in alignment with Australian financial regulations.
Reflection
Challenges Faced
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Limited access to primary user data due to reliance on desktop research.
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Navigating stakeholder expectations while challenging the initial brief.
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Ensuring cultural relevance of financial solutions.
Lessons Learned
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Design research must be iterative. Early assumptions often need to be revisited based on new insights.
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Human-centered design is essential in financial products. Numbers alone do not drive adoption—user experiences do.
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Persuasive storytelling is key in stakeholder communication. Presenting research in a way that is compelling yet diplomatic ensures alignment and buy-in.
The Hummingbird Finance project strengthened my ability to integrate research, strategy, and design thinking. By reassessing initial assumptions and refining the approach, I developed a financial product strategy that better addressed user needs. This experience enhanced my skills in problem-solving, data-driven decision-making, and designing ethical, user-focused solutions.