Designing for African users requires understanding local context (Image: Jonathan Mwaniki)
After designing interfaces for everything from matatu booking apps to agricultural platforms, I've learned that while design trends come and go (remember skeuomorphism?), certain principles remain timeless. Here are 10 that I always follow when designing for African users:
1. Clarity Above All
African users often access the internet on smaller screens with limited data. Your interface should:
- Use clear, simple language (avoid jargon)
- Have obvious calls-to-action
- Minimize unnecessary elements
2. Consistency Across Platforms
With users switching between mobile, desktop, and feature phones, maintain:
- Same color schemes and branding
- Similar navigation patterns
- Consistent terminology
A consistent design across mobile and desktop for a Kenyan fintech app
3. Mobile-First Mindset
Over 85% of Kenyan internet users access via mobile. Design for:
"Thumb-friendly" zones - place key actions where thumbs naturally reach on handheld devices
4. Cultural Relevance
Designs that work in Silicon Valley often fail here. Consider:
- Color meanings (red can signify danger, not just excitement)
- Local imagery that resonates
- Right-to-left support for Somali users
5. Accessibility Matters
Many African users have:
- Older devices with smaller screens
- Limited data plans
- Visual impairments (consider high contrast)
6. Fast Loading Times
With unreliable networks, optimize by:
7. Clear Feedback Systems
Users should always know:
- What's happening (loading indicators)
- What went wrong (clear error messages)
- What to do next
8. Familiar Navigation Patterns
While innovation is great, stick to patterns African users know:
- Hamburger menu for mobile
- Logo links to homepage
- Search at the top
9. Emotional Connection
African consumers value relationships. Design should:
- Use warm, friendly tones
- Include local faces and stories
- Show understanding of local challenges
A Kenyan health app using familiar imagery to build trust
10. Continuous Testing with Real Users
The most important principle: test with your actual audience. At our Nairobi studio, we:
- Conduct usability tests at local cyber cafes
- Gather feedback from rural users
- Iterate based on real behavior
Final Thought: Design for People, Not Trends
The flashiest design means nothing if your users can't accomplish their goals. Always ask: "Does this help my Kenyan user solve their problem?"
Got a design challenge you're facing? Tweet me - I'd love to help!
Jonathan Mwaniki
Nairobi-based UI/UX designer passionate about creating digital experiences that work for African users.