Project
Experiment
About
© 2025 Yicen Liu
As millions of people in emerging markets connect to the digital economy for the first time, designing financial tools that are clear, trustworthy, and empowering has become critical. The Financial Confidence Playbook was created to guide product and research teams in building inclusive financial services for the last mile.
Drawing from IDEO’s experience designing 100+ products and prototypes across emerging markets, the Playbook captures proven design patterns, best practices, and product flows. Available as an interactive website and Figma Library, it helps teams translate research insights into actionable design.
To bring the Playbook to life online, we developed a scalable visual system focused on clarity and accessibility. A warm, confident color palette, approachable typography, and modular layouts make complex information easy to explore, while ensuring consistency across evolving content.
The Playbook demonstrates how IDEO’s research and design principles can drive tangible impact. By sharing our learnings and tools, we aim to empower others to design financial experiences that foster confidence, inclusion, and long-term adoption at the last mile.
IDEO TEAM:
Anukriti Kedia
Tushar Ghei
Yicen Liu
PROJECT SCOPE:
Website Design