On one end, we targeted individuals with advanced financial engagement, optimizing credit, investments, and other digital financial tools. On the other end, we targeted individuals with minimal engagement with formal financial services, often relying on informal financial mechanisms.

The rationale behind targeting extreme users is that solutions designed to meet the needs of extreme users are more likely to be adaptable and effective for the majority. By engaging with users at opposite ends of the financial engagement spectrum, we can uncover unmet needs, innovative workarounds, and hidden pain points that may not be immediately visible in a conventional research process.

For instance, those entirely disengaged from formal banking provide insights into barriers to adoption, while highly financially literate Gen Z users reveal advanced behaviour and aspirations that could drive future financial product design.