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UX Research in Nigeria

October 29, 2024

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October 17, 2024

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June 18, 2024

mantarayux

🔍UX company specialising in creating, researching & strategising inclusive & diverse digital experiences #UXAgency
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Great digital products start with understanding th

Great digital products start with understanding the people who use them, and people are not the same everywhere.

Mantaray Africa brings that understanding to life. We study how real users think, behave, and respond across cultures, then turn what we learn into products that feel right wherever they launch.

Our presence reaches more than 50 countries, from across Africa to Asia, the Americas, and Europe, backed by teams who actually live in those markets.

As part of the UXalliance, we help set the standard for how culturally aware research is done worldwide. The result is simple: sharper insight, smarter decisions, and experiences that connect with the people they're built for.

Global reach. Local insight. UX research that speaks every user's language.

Let's connect: Link in bio

#MantarayAfrica #UXResearch #UserExperience #GlobalUX #GlobalResearch #CrossCulturalUX #LocalInsight #UXalliance

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

Research rarely breaks down because teams aren't t

Research rarely breaks down because teams aren't trying hard enough.
It breaks down because there's no system to support it.

As organisations grow, so does the complexity. More markets, more stakeholders, more data moving across teams. Without structure, insights get delayed, disconnected, or simply lost before they can make an impact.

That's where ResearchOps makes the difference.
It brings clarity to the complexity, aligning tools, processes, and people so research can scale, insights can travel, and decisions can happen faster.

Because the value of research isn't just in what you learn. It's in how well that learning is applied.

Ready to strengthen your research practice?
Register link in bio

#ResearchOps #UXResearch #UserInsights #UXLeadership #MantarayAfrica

Great research is only valuable when it leads to a

Great research is only valuable when it leads to action.

One of the things we hear most often from our clients is the importance of speed without compromising quality. Delivering insights on time allows teams to make decisions with confidence, keep projects moving, and create better experiences for their users.

At Mantaray Africa, we combine rigorous research, local expertise, and efficient project delivery to ensure insights reach the people who need them when they need them.

We're grateful for the trust our clients place in us and proud to support organisations across Africa and emerging markets with research that drives meaningful outcomes.

#UXResearch #UserResearch #HumanCenteredDesign #CustomerInsights #MantarayAfrica #EmergingMarkets

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.

Through in-depth conversations with 12 participants, one insight stood out: completing the flow isn't enough. Users need to believe in it.

We saw how quickly trust can break down:
- When privacy feels unclear
- When devices struggle to keep up
- When instructions create hesitation instead of confidence

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

Read the full case study: Link in bio

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

Most UX teams track numbers. Few know which ones a

Most UX teams track numbers. Few know which ones actually matter.

The truth is simple: you can't improve what you don't measure. But in UX, not every number carries the same weight, and confusing them is what keeps reporting stuck at the surface.

Here's the distinction that changes how you lead:
- Measurement: any observation we can quantify.
- Metric: what we choose to track.
- Analytics: metrics captured by systems.
- KPI: a selected metric tied to a business decision.

Knowing the difference is what separates surface-level reporting from strategic UX leadership.

Design isn't just about creativity. It's about measurable impact.
Link in bio

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

A continent of 54 nations sounds like one story. I

A continent of 54 nations sounds like one story. It's actually thousands.

We've sat with users in Lagos, Addis Ababa, Lusaka, and Johannesburg. Same questions, completely different answers. Because Nigeria moves at its own pace, Ethiopia operates on its own terms, Zambia leads with community, and South Africa is constantly rewriting itself.

You can't copy-paste strategy across any of it.

What works is listening first. Understanding the behaviour, the language, the unspoken context that shapes how people actually live and make decisions.

That's the work we do at Mantaray Africa, and it's why the products we help build get used.

Let's connect: Link in bio

#UXResearch #AfricaInsights #EmergingMarkets #HumanCenteredDesign #MantarayAfrica

Three continents. Countless projects. And still ev

Three continents. Countless projects. And still every client feels prioritised. That's not by accident. It's the standard we hold ourselves to every single time. Feedback like this makes it all worth it.

Let's connect: Link in bio

#MantarayAfrica #ClientFirst #Whatourclientssay

Your product can be perfectly designed and still f

Your product can be perfectly designed and still fail users. Here's why.

Most teams obsess over UI, flows, and features. But what happens when the language inside your product quietly breaks the experience?

Working with our UXalliance partners at Bold Insight, we ran research in Kenya and Tanzania to understand how users interpret tone, phrasing, and meaning within a mobile app. The findings were unambiguous: language directly shapes trust, usability, and perception.

These insights went on to contribute to the EPIC 2024 paper, "Decolonising LLMs: An Ethnographic Framework for AI in African Contexts," exploring how culture and language influence trust in AI systems. The principle holds whether you're designing an app or training a model.

If you're not designing language, you're not fully designing the experience.

Case study: Link in bio
EPIC paper: Link in bio

#UXResearch #EPIC2024 #LanguageIsUX #Localization #EmergingMarkets #InclusiveDesign #MantarayAfrica

If you're not designing for real contexts, you're

If you're not designing for real contexts, you're not designing for impact.

Together with Standard Bank South Africa, we stepped into the daily lives of informal traders across Zambia, Zimbabwe, and Lesotho. These are the people quietly powering entire economies, often without formal financial infrastructure to match their needs.

Through diary studies, local-language interviews, and on-the-ground research, we uncovered how traders manage cash flow, navigate uncertainty, and build remarkable workarounds to survive and grow.

What we found didn't just shape our design thinking. It changed its direction.
This is what inclusive, context-driven research looks like in practice.

Read the full story: Link in bio

#UXResearch #AfricaUX #InclusiveDesign #EmergingMarkets #FintechUX #DesignWithImpact #MantarayAfrica #StandardBank

Today, we pause. We breathe. We celebrate. Afric

Today, we pause. We breathe. We celebrate.

Africa is not just a place on a map. It is a feeling of warmth, of rhythm, of belonging. Of a people who have always known how to find beauty in complexity and strength in community.

At Mantaray Africa, this day reminds us why we do what we do and who we do it for. To everyone who carries Africa in their heart, wherever you are in the world:

Happy Africa Day. You are seen. You are celebrated.

#HappyAfricaDay #AfricaDay #MantarayAfrica #AfricaRising #ProudlyAfrican #AfricanExcellence #AfricaDay2025 #WeAreAfrica

The best UX research doesn't always start with a s

The best UX research doesn't always start with a screen. Sometimes it starts with a commute.

Real user behaviour doesn't wait for a lab. It happens in motion, across cities, inside communities, in environments where connectivity is limited but context is everything.

At Mantaray Africa, we build our methodology around this reality:
We go to where people are.

We use technology that works in those conditions, mobile, offline-ready, and built for the field.

We capture behaviour as it happens, not as it's recalled.

Because the insight is already out there. You just have to meet it where it lives.
See how we do it: Link in bio

#UXResearch #FieldResearch #HumanCenteredDesign #ResearchOps #MantarayAfrica

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