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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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The Mantaray Africa newsletter brings you sharp re

The Mantaray Africa newsletter brings you sharp research insights, fresh African perspectives, and real stories from the designers shaping the field.

Join the community: Link in bio

#UXResearch #AfricaInsights #DesignThinking #HumanCenteredDesign #MantarayAfrica

We built the feature. It worked. Users still didn'

We built the feature. It worked. Users still didn't believe it.

That's the central finding from our research with Mantaray Africa and UXalliance partners Bold Insight, testing a data-saving experience on a major video platform across Nigeria and South Africa.

One user put it plainly:
"Just opening the app already uses my data."

Technically, that wasn't true. But perception doesn't wait for proof.

In markets where every megabyte is a deliberate spend, users don't extend trust by default. They withdraw it. And once it's gone, no amount of backend efficiency wins it back.

The lesson for product and UX teams: it's not enough to save data. Users need to see that you're saving it.

In data-conscious markets, trust is the product.

Read the full case study here: Link in bio

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

Coordinating research across multiple African mark

Coordinating research across multiple African markets is where most projects stumble.

Different countries. Different languages. Tight timelines. The logistics alone can derail the work before the insights even begin.

That coordination is exactly what we take off your plate. Here's what one client had to say.

This is how our approach keeps complex, cross-border studies on track

Link in bio

#ResearchOps #UXResearch #UXLeadership #HumanCenteredDesign #UserInsights #MantarayAfrica

The next billion users aren't waiting to be discov

The next billion users aren't waiting to be discovered. They're already playing.

Mantaray researched mobile gaming for Google across 7 emerging markets with 2,695 players. What we found was clear: the products being built for these players still have a long way to go.

The barriers to spending aren't motivational. They're structural. Broken payment infrastructure, missing local payment methods and fear of unexpected charges are stopping real revenue from games people genuinely love.

Fix the infrastructure. The revenue follows.

Six findings. Seven countries. One full blog at the link below. Link in bio

What assumptions has your own research challenged recently?

#MantarayUX #GoogleAndroid #MobileGaming #UXResearch #EmergingMarkets #NextBillionUsers #CrossCulturalUX #InclusiveDesign

You can't invent experience. It already lives in r

You can't invent experience. It already lives in real people.

Human-centered research isn't about creating insight. It's about discovering, interrogating, and shaping what's already there.

In the African context, that depth matters even more. Skip it, and you don't just miss insights. You miss the human entirely.

At Mantaray Africa, we go beyond the surface. We immerse. We observe. We question assumptions, then translate that complexity into experiences that truly resonate.

Get in touch: Link in bio

#UXResearch #HumanCenteredDesign #ExperienceStrategy #AfricaInsights #MantarayAfrica

Human-centric design isn't a methodology. It's a c

Human-centric design isn't a methodology. It's a commitment to showing up where people are, not where we assume them to be.

That commitment is what shaped our work with the Gates Foundation and Futurice, as we researched how people engage with food fortification information across four very different worlds:

🇮🇳 In India, trust lives inside community health structures.
🇳🇬 In Nigeria, knowledge moves through informal networks.
🇪🇹 In Ethiopia, behaviour is anchored in deeply rooted culture.
🇨🇩 In the DRC, access itself is the first challenge to solve.

Each reality told us something our assumptions never could. So instead of scaling one idea across borders, we let those four realities reshape the design direction entirely.

Because when cultural nuance, genuine trust, and real human behaviours sit at the centre of the work, you don't just build solutions that work. You build solutions that last.

Read the full story here: Link in bio

#MantarayAfrica #UXResearch #GatesFoundation #Futurice #EmergingMarkets #DesignForImpact #LocalisationMatters

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

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