In the dynamic and eclectic setting of the African Market, the success of every Product Manager lies in how they embrace the needs and preferences of local consumers.
As a Senior Product Manager at Kromium Health, I stand at the corridor of this challenge building resilient localisation strategies that resonate with users in Africa.
One of the challenges I encounter during product development is the linguistic diversity in Africa. For example, in Nigeria, over 500 languages are spoken, each with its unique dialect and regional variations.
Knowing the importance of language in deeply connecting with consumers, I ensure that the Kromium mobile application user interface and marketing tools are localized into multiple languages. This not only ensures accessibility but it plays a critical role in inclusivity among users.
But language is just one piece of the puzzle. I delve deeper into the cultural intricacies that shape consumer behaviour in Africa.
I recognise the importance of symbolism and storytelling in African cultures and incorporate these elements into the product’s branding and marketing campaigns.
Whether it’s leveraging traditional proverbs in advertising or featuring local influencers in promotional activities, I ensure that the product resonates with the cultural ethos of the target market.
However, localization goes beyond surface-level adaptations. I have a full understanding of the socio-economic realities of African consumers. The majority of these users have little access to infrastructure such as constant internet and electricity.
To proffer solutions to this challenge, I collaborate with the Engineering and Design teams to scale the product for a low bandwidth environment and ensure its energy efficiency. By focusing on accessibility and affordability, I make sure that the products are enjoyed by users in rural and urban areas.
Taking cultural and infrastructural considerations, I pay keen attention to regulatory and legal frameworks in each African Market. I am able to navigate seamlessly across data privacy, import regulations, taxation policies, and laws, taking compliance into account while maximising the products’ market potential.
Approaching the day of the launch, I monitor feedback from early users and iterate on the products based on the insight gathered. I understand that localisation is a continuous process and not a timed event, I continue to seek strategies to elevate the products as consumers’ preferences and market dynamics change over time.
When Kromium Health products finally hit the shelves, my meticulous localisation efforts paid off. The product resonates with African consumers, not just as a technological marvel but as a reflection of their own identities and aspirations. Sales soar, and the company establishes itself as a trusted brand in the African market.
As a Senior Product Manager, I highlight the role of product localisation in unlocking the vast potential of the African market.
By embracing inclusivity, local context and prioritising diversity, Product Managers can create long-lasting experiences that spread across borders and resonate with audiences around the globe. As Africa continues to take its place as a stronghold for innovation and growth, my expertise will remain valuable for multinational organisations seeking to succeed in this dynamic landscape.
About the writer:
Oluwadamilola Ojo is a dynamic Product Manager expert, With unparalleled expertise in converting unstructured requests into actionable user stories, Oluwadamilola leads the way in defining clear and compelling product visions. She is exceptionally skilled at crafting precise requirement specifications and driving seamless API integrations across major platforms. As a Product Leader in a health organization, she ensures that the organization’s innovative tech products not only meet but exceed expectations, setting new standards in the health tech industry.
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