About Mi4iD

Market Insights for Innovation and Design (Mi4iD) is MicroSave Consulting’s flagship design thinking approach that incorporates principles of behavioral economics and human-centered design. MI4ID’s holistic approach achieves user-centricity from both demand and supply-side perspectives and thus produces high-impact results.

Market Insights for Innovation and Design (Mi4iD) is MicroSave Consulting’s flagship design thinking approach that incorporates principles of behavioral economics and human-centered design. MI4ID’s holistic approach achieves user-centricity from both demand- and supply-side perspectives and thus produces high-impact results.

Mi4iD Offerings

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    Behavioral research and diagnosis

    We have a rich repository of participatory, observational, and self-reported research tools that help Mi4iD-trained experts explore biases and behaviors. Click here to read about our insights from past research on multiple themes.

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    Innovative product or service development

    We use a systematic product development process that brings the best out of creative thinking with market conditions and service. Click here to read about the products and services we have developed.

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    UI/UX testing and development

    We design intuitive interfaces and experiences to achieve user-centricity. Click here to read about our work in this area.

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    Behavior change communication

    We craft communication strategies to inspire behavior change while prioritizing customer needs. Click here to read about our insights from behavior change communication.

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    Innovative research and solution development training

    We unlock your ability to generate fresh ideas, solve problems creatively, and help cultivate a culture of creativity in your organization. Click here to learn more.

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    Design sprints

    We help providers create customer-centric products or services through agile techniques. Click here to learn more.

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    Application of Mi4iD in program design

    We design programs tailored to the target audience’s needs to enhance behavior change effectiveness and foster innovative problem-solving. Click here for references.

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Success Stories

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Design of the digital strategy and user interface for HFC Bank, Kenya

The MI4ID team helped HFC Bank identify target markets, their needs, and preferences in personal financial management. We also helped design an interface based on use-cases for the bank’s mobile application. Consequently, the number of customers increased tenfold, with 20% of new customers saving actively.

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Innovative pilots to test interventions to strengthen the agent network across India

MSC has been running concurrent pilots with financial service providers to strengthen the cash-in cash-out agent network in India. These multiple pilots, tailored empathetically to the needs of customers and providers, address challenges that agents face throughout their lifecycle.

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Product innovation and risk management for Shakti Foundation, an MFI in Bangladesh

Using the MI4ID approach, MSC supported the Shakti Foundation to design customer-centric voluntary savings products and innovations around managing product risks. The team helped Shakti address the key challenge of offering savings products sustainably at scale to potentially 500,000 poor households.

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Demand analysis on remittances in Côte d’Ivoire, Mali, and Senegal

The use of digital channels to send or receive remittances remains low in West Africa. This report identifies motivators and barriers to the use of remittances in formal financial services and offers recommendations and product ideas for service providers.

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Agri-Agent Network Innovation Lab (AANIL) for MiBank, Papua New Guinea

The MI4ID team helped MiBank innovate agent network models to enhance “access” to financial services in Papua New Guinea. Designed under AANIL, these CICO models offer MiBank a modified user-centered approach to manage agents and increase the uptake and use of its financial service offerings.

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Tajikistan and Kyrgyzstan: Training on innovative product development for financial institutions

The MI4ID team trained staff from banks and MFIs on processes for innovative product development. This helped participants, who service 4.5 million customers, understand the importance of using customer journey and persona mapping to innovate and increase the uptake of existing products.

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Read more articles and blogs on Mi4iD do visit

www.microsave.net

Our experts

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Zaki Haider

Associate Partner

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Lois Eva Adongo

Senior Manager

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Putu Monica Christy

Senior Manager

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Brenda Oyugi

Manager

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Surbhi Sood

Senior Manager

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FAQs

Market Insights for Innovation and Design (Mi4iD) is MSC’s flagship design thinking approach. It incorporates principles of behavioral economics and human-centered design. We apply Mi4iD across our offerings, which include behavioral research and diagnosis, innovative product or service development, user interface (UI) and user experience (UX) testing and development, behavior change communication, innovative research and solution development training, design sprints, and the application of Mi4iD in program design.

Behavior change communication (BCC) uses targeted communication strategies to encourage positive behavior change. MSC uses the Mi4iD approach to draw on behavioral insights and customer needs. These insights inform communication strategies that influence decisions and support behavior change.

Yes. MSC offers training on the Market Insights for Innovation and Design (Mi4iD) approach and toolkit to help organizations strengthen their capabilities in innovative research and solution development. The training equips participants with practical tools and methods to generate ideas, solve problems creatively, and develop user-centric solutions.

Design sprints are short, focused engagements that use agile techniques to help providers develop and test customer-centric product or service concepts. They help teams move quickly from challenge identification to the exploration of potential solutions, prototype development, and testing.

MSC has applied Market Insights for Innovation and Design (Mi4iD) across a range of markets and assignments. For example, we designed the digital strategy and user interface for HFC Bank in Kenya. We also developed customer-centric savings products for Shakti Foundation in Bangladesh, strengthened agent networks in India, and developed agent network models for MiBank in Papua New Guinea.

Market Insights for Innovation and Design (Mi4iD) combines research, behavioral insights, and human-centered design. It helps us understand a problem, develop solutions, and test them. The approach typically identifies user needs and behaviors, generates insights, develops and refines concepts, creates prototypes, and tests solutions in real-world settings.

Market Insights for Innovation and Design (Mi4iD) brings together behavioral science, rigorous research, and human-centered design. It examines what users say they need, their behaviors, decision-making processes, and the contextual factors that shape their choices. These insights are then used to develop, prototype, and test practical solutions.

Market Insights for Innovation and Design (Mi4iD) is an adaptable approach that addresses challenges in social and economic development. It can help organizations solve problems related to innovative product and service development, behavior change communication, user interface (UI) and user experience (UX) testing and development, program design, and innovative research and solution development training.

All Rights Reserved ©2026

All Rights Reserved ©2026