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UX Research in Nigeria

October 29, 2024

Epic 2024 Conference

October 17, 2024

UX Research Meets AI

June 18, 2024

mantarayux

🔍UX company specialising in creating, researching & strategising inclusive & diverse digital experiences #UXAgency
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First-time digital users don't behave the way you

First-time digital users don't behave the way you expect. That's the point.

Working with KaiOS Technologies, Inc. in Nigeria, we ran usability tests with people who had never held a smartphone. No prior mental models. No learned habits. Just a person and an interface, meeting for the first time.
What we observed reshaped how we think about inclusive design in emerging markets.

Designing for context is not optional. It is the work. The interface is just where it shows up.

Full case study: Link in bio

#UXResearch #InclusiveDesign #EmergingMarkets #UserExperience #UXAfrica #DigitalInclusion

You can design the perfect journey on paper. Then

You can design the perfect journey on paper. Then watch real users take a completely different path.

That gap is where great UX gets decided. Understanding how people actually behave, where they succeed, where they struggle, and where they drop off, is what helps teams surface hidden friction and make smarter decisions.

From task success to conversion rates, the right metrics turn assumptions into evidence. They give teams what they need to continuously refine journeys and deliver experiences that genuinely perform.

Great UX isn't just designed. It's measured. Link in bio

#UXResearch #UXMetrics #HumanCenteredDesign

What if your global research felt less like a coor

What if your global research felt less like a coordination exercise and more like a clear answer?

That is what the UXalliance network is built for. Local experts who know their markets. A process that runs consistently across borders. Insights that land as a single, coherent story.

As the UXalliance partner for Africa, Mantaray Africa brings that clarity to the continent.

Link in bio

#UXalliance #UXResearch #GlobalUX #HumanCenteredDesign #MantarayAfrica

Reports tell you what happened. Conversations tell

Reports tell you what happened. Conversations tell you what comes next.

The Mantaray Africa newsletter carries both. The movements reshaping design across our markets, the patterns worth tracking, and the honest exchanges that never make it into a case study.

Link in bio

#UXResearch #AfricaInsights #DesignThinking #HumanCenteredDesign #MantarayAfrica

Nobody taught Nigerians to shop in the DMs. They j

Nobody taught Nigerians to shop in the DMs. They just did.

And in doing so, they built one of the most trust-driven commerce cultures in the world, on their own terms.

We partnered with a global tech client and PeepalDesign to spend time with 16 everyday Nigerians navigating social commerce across chats, comments, and voice notes.

What we walked away with wasn't a framework. It was a feeling.

The feeling of what it means to buy from someone you actually trust, not a platform, not a rating system, a person. That's the story. And it's worth reading in full.

Read more here: Link in bio

#UXResearch #SocialCommerce #Nigeria #EmergingMarkets #DigitalTrust #HumanCentredDesign #MantarayAfrica

Running a multi-country study is only as strong as

Running a multi-country study is only as strong as the partners behind it.

As Africa's partner in the UXalliance, Mantaray Africa gives clients access to a global network of trusted UX research firms, coordinated through one relationship. No stitching together vendors. No consistency gaps across markets. Just research that scales.

Find out how we work: Link in bio

#MantarayAfrica #UXalliance #GlobalResearch #UXResearch #CrossCulturalResearch

The feature worked. Users didn't trust it anyway.

The feature worked. Users didn't trust it anyway.

Mantaray Africa and UXalliance partners Bold Insight tested a data-saving experience across Nigeria and South Africa. One user said what many others felt:

"Just opening the app already uses my data."

Technically untrue. But in markets where data is money, perception wins every time.

The UX didn't show users what was happening. So they assumed the worst.

Saving data matters. Showing users you're saving it matters more.

In data-conscious markets, trust is the product.

Read more here: Link in bio

#UXResearch #MobileUX #EmergingMarkets #DesignForTrust #MantarayAfrica #UXalliance

Your users already know things about their world t

Your users already know things about their world that no strategy deck will ever teach you.

That's the quiet truth behind human-centered research. It was never about inventing insight. It's about discovering what already exists, interrogating it, and shaping it into something usable.

In the African context, that depth isn't optional. Skip the immersion and you don't just lose a few data points. You lose the human being at the center of it all.

At Mantaray Africa, we don't stop at the surface. We immerse. We observe. We challenge the assumptions everyone else takes for granted, then translate that complexity into experiences that genuinely resonate. Real understanding starts where the guesswork ends.

Get in touch: Link in bio

#UXResearch #HumanCenteredDesign #ExperienceStrategy #AfricaInsights #MantarayAfrica

What does it take for users to trust a video selfi

What does it take for users to trust a video selfie?

That's the question we set out to answer with Meta Novi in Nigeria, where digital identity goes far beyond usability. It comes down to confidence, context, and control.

Twelve in-depth conversations later, one insight stood out: completing the flow isn't enough. Users need to believe in it.

We watched trust break down in small moments:
- When privacy felt unclear
- When devices struggled to keep up
- When instructions created hesitation instead of confidence

Every detail shaped the experience of trust. That's the reality of designing for emerging markets. Not just functional UX, but culturally grounded, inclusive, trust-first design.

Read the full case study: Link in bio

#MetaNovi #UXResearch #EmergingMarkets #InclusiveDesign #DigitalIdentity #FintechAfrica #TrustInTech #UserExperience #MantarayAfrica #HumanCenteredDesign

UX teams don't have a data problem. They have a vo

UX teams don't have a data problem. They have a vocabulary problem.

When measurement, metrics, analytics, and KPIs get used interchangeably, the result is reporting that looks thorough but tells stakeholders nothing they can act on.

Here's what each one actually means:

- Measurement: any observation expressed as a number
- Metric: a number you've chosen to track with purpose
- Analytics: system-generated data on how people behave
- KPI: a metric with a direct line to a business outcome

Precision here isn't pedantry. It's the difference between a UX team that informs and one that leads.

Design's impact becomes measurable when you know exactly what you're measuring and why.

The UX-PM Certification gives professionals the frameworks to get there.
Link in bio

#UXMetrics #DesignStrategy #UXLeadership #ProductManagement #DataDrivenDesign #UXPM #MantarayAfrica

Research doesn't break down because teams aren't t

Research doesn't break down because teams aren't trying. It breaks down because insights have nowhere to go.

ResearchOps fixes that by connecting tools, processes, and people so that what you learn actually shapes what you do.

Because the value of research lives in its application, not just its output.

Ready to build a practice that delivers both?

Register here: Link in bio

#ResearchOps #UXResearch #UserInsights #UXLeadership #MantarayAfrica

The thinking shaping UX across Africa, delivered t

The thinking shaping UX across Africa, delivered to you
Shifts, patterns, and the real conversations behind the work. If you want to stay close to what's moving across markets, this is your way in.

Join the Mantaray Africa community: Link in bio

#UXResearch #AfricaInsights #DesignThinking #HumanCenteredDesign #MantarayAfrica

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