Generic global design misses the market
Design built for American and European contexts assumes high-end connectivity, familiar payment habits and established trust signals. African markets need different decisions: mobile-first layouts, clear offline and human fallbacks, and design language that feels credible in the real selling environment.
Principles that actually work
Keep the core journey short and forgiving. Reduce reliance on data-heavy effects. Make trust explicit — real photos, clear pricing, working contact channels. And design for the payment and delivery reality of the market, so a product that looks beautiful is also one a customer can actually buy.
