IF YOU WANT TO DESIGN FOR UNDERSERVED USERS, LOOK AT FARMER'S MARKETS

Summary from the TLDR Design newsletter

Designing for the "bottom third" means creating products that remove the cost and complexity that exclude underserved users rather than simply offering cheaper versions of existing solutions. By focusing on the barriers faced by people who try but fail to use a product, designers can simplify workflows, reduce support needs, and unlock entirely new markets—just as Square did by rethinking payment processing for small merchants.