Designing products for emerging markets like Nigeria is not just about tweaking interfaces or translating languages.
It’s about deeply understanding users’ environments, their daily struggles, behaviours, and ingenious workarounds.
If you’re building for Nigeria, expect a world where internet connections fluctuate, data is expensive, and many users rely on basic smartphones. Yet, despite these challenges, Nigerian users are some of the most resourceful on the planet.
They find ways to access services offline, share resources, and maximise every byte of data. That creativity is something global product teams must respect and learn from.
Why Context Matters More Than Ever
The “one-size-fits-all” design approach simply doesn’t work here. A slick app that flies in San Francisco may crawl to a halt in Lagos. And that’s because infrastructure, habits, and user expectations are fundamentally different.
To put it in perspective, over 85% of Nigerian internet users access the web via mobile devices, many of which have less than 4GB of RAM.
Data costs can reach up to 10% of an average user’s monthly income, one of the highest rates globally. Network speeds often average below 1 Mbps, compared to the global average of 8 Mbps.
Many users also experience frequent power outages, limiting their ability to charge devices regularly. This means designing apps that are light on battery consumption becomes essential. Plus, many Nigerians rely on shared devices or public Wi-Fi, making security and privacy critical considerations.
Ignoring these realities means alienating a huge, growing audience. But embracing them means tapping into one of the world’s most vibrant digital economies, projected to grow at over 12% annually through 2025, according to the World Bank.
Overcoming Barriers with Innovation
Early in my career, I worked on a consumer app that assumed fast, reliable internet and high-end devices. The outcome was clear: we had frustrated users and poor retention.
We went back to the drawing board. We learned to:
- Optimise every image and animation to save data. By compressing images and limiting animations, we reduced app size by over 40%, saving users precious data and speeding up loading times.
- Build offline modes so users could continue working during outages. This feature cut users’ drop-off by 30%, as users could still access essential functions without the internet.
- Simplify workflows, cutting steps users considered “non-essential.” This boosted task completion rates by 25%, as fewer clicks meant less frustration and faster outcomes.
We also incorporated local payment methods and messaging platforms, integrating seamlessly with existing user habits. For example, it allows payments through USSD codes and mobile wallets like Paga, Trade Lenda, and Opay, which are widely used in Nigeria.
The transformation was dramatic. Users began engaging longer, sharing the app, and even recommending it to others.
The Ingenuity of Nigerian Users
What inspires me is how Nigerian users turn challenges into opportunities. For instance, many use Bluetooth sharing to transfer files instead of relying on an unstable internet. Others rely on WhatsApp groups to disseminate information quickly in areas with poor network coverage.
Tech hubs like Lagos and Abuja have become centres of innovation, developing solutions like Flutterwave and Paystack that cater specifically to African realities but are now expanding globally. These companies show us that designing with local insights leads to scalable, sustainable success.
Lessons Global Designers Should Apply
What can product teams outside Nigeria learn from these experiences? Plenty. Here are five principles to guide you:
1. Start With the User’s Reality, Not Your Ideal
Forget assumptions. Test your designs on the exact devices, networks, and settings your users have. This might mean borrowing low-end devices, using slower connections, and even simulating offline scenarios.
2. Prioritise Speed and Simplicity
Every second delay or extra tap reduces engagement. Slim down your UI, compress data, and remove friction. Users won’t tolerate lag or complexity, especially when data costs money.
3. Make Offline First a Priority
Plan for intermittent connectivity. Sync data automatically when the connection returns, and avoid forcing users to restart tasks. Offline functionality isn’t a bonus; it’s essential.
4. Observe Local Behaviour Deeply
Spend time with real users. Watch how they use your product, what frustrates them, and what delights them. Cultural nuances and habits are everything here.
5. Collaborate With Local Designers and Developers
They have cultural insights and technical know-how you can’t get from afar. Co-creation leads to solutions that resonate authentically and avoid costly missteps.
Final Thoughts
As we approach 2023, the design world must shift its focus. Emerging markets like Nigeria represent more than a challenge; they offer a blueprint for innovation born from constraints.
By designing with empathy, respect, and a commitment to local realities, product teams can unlock untapped growth and build experiences that truly matter.
The future of design is inclusive. Nigeria is showing us the way forward, and it’s a future worth building for.
