Designing for Global Inclusivity: Beyond Western-Centric Product Design

By Joseph Stephen March 2nd 2024

Introduction
For decades, product design has been heavily influenced by Western norms and aesthetics, leaving many global markets underserved. In Africa, where cultural diversity is as vast as its landscapes, Western-centric designs often fail to resonate. Imagine a fintech app with default calendar settings based on Western holidays or an e-commerce platform that doesn’t support local payment systems—such missteps highlight a critical need for inclusive design.
As Africa’s digital economy grows, designers are rethinking their approach to create products that celebrate cultural nuances, reflect local contexts, and cater to diverse user needs. This article explores the importance of inclusivity in product design, challenges faced in going beyond Western paradigms, and practical strategies to achieve global inclusivity.

Why Inclusivity Matters

1. Expanding Global Reach
   Africa, with its 1.4 billion people and rapidly increasing internet penetration, represents one of the world’s fastest-growing digital markets. Designing products that cater to this demographic isn’t just ethical—it’s a massive business opportunity.
2. Building Trust and Relevance
   Inclusive designs demonstrate respect for cultural differences. Products that consider local languages, traditions, and lifestyles are more likely to build user trust and loyalty.
3. Promoting Digital Equity
   Designing for inclusivity helps bridge the digital divide, ensuring that technology serves everyone, not just a privileged subset of users.

Challenges of Western-Centric Design in Africa

1. Limited Representation in Data
   AI algorithms and design templates are often trained on Western-centric datasets, leading to biases. For example, facial recognition systems have struggled with accurately identifying dark skin tones due to inadequate representation in training data.
2. Overlooking Local Contexts
   Designers unaware of local contexts risk creating irrelevant products. A ride-hailing app optimised for US urban centres, for instance, may fail to address the realities of poor road infrastructure in rural African towns.
3. Language Barriers
   With over 2,000 languages spoken across Africa, platforms that only offer English or French interfaces exclude significant user groups.
4. Payment Ecosystems
   Western-centric designs often fail to integrate local payment systems like mobile money (e.g., M-Pesa or Paga), making it harder for African users to transact seamlessly.

Principles of Inclusive Design for Global Markets

1. Embrace Local Research
   Designing for inclusivity begins with understanding the end user. Conduct in-depth research to uncover cultural norms, behaviours, and pain points.
   ⦁ Example: Kenyan agritech platforms like Twiga Foods conduct field studies with local farmers to ensure their apps address specific challenges in supply chain logistics.
2. Support Multiple Languages
   Inclusive products should offer interfaces in widely spoken local languages.
   ⦁ Example: Facebook’s Lite version supports Hausa, Yoruba, and Swahili, increasing accessibility across Africa.
3. Design for Diverse Infrastructure
   Many African regions face challenges like intermittent power and slow internet speeds. Design solutions must accommodate these realities.
   ⦁ Example: YouTube Go allows users to download videos for offline viewing, catering to areas with unreliable connectivity.
4. Integrate Local Payment Options
   Seamless payment is key to product adoption. Include systems like M-Pesa, Airtel Money, and others to make platforms usable in African markets.
5. Celebrate Local Aesthetics
   Move away from generic, minimalist designs that dominate Western markets. Incorporate colours, patterns, and imagery that resonate with African cultural identities.
   ⦁ Example: Fintech apps like Kuda use vibrant colour palettes inspired by Nigerian art and fashion.

African Companies Leading in Inclusive Design

1. Flutterwave
   This Nigerian fintech unicorn champions inclusivity by integrating local payment options and ensuring its platform is intuitive for businesses of all sizes.
2. Kobo360
   A logistics platform tailored to the unique challenges of Africa’s supply chains, Kobo360 combines mobile-first design with features that cater to truck drivers operating in rural and urban areas.
3. mPharma
   Ghana-based mPharma designed its health-tech platform to address the affordability and accessibility of medicine, integrating tools that work even in regions with limited digital literacy.

Practical Strategies for Designers

1. Collaborate with Local Communities
   Partner with local stakeholders, including designers, researchers, and users, to co-create products that align with cultural contexts.
2. Prioritise Accessibility
   Design products for people with disabilities. Features like voice commands, large fonts, and text-to-speech can increase accessibility across diverse demographics.
3. Develop Scalable Solutions
   Design for different levels of infrastructure, ensuring your product works in both low-tech and high-tech environments.
4. Iterate Based on Feedback
   Launch minimum viable products (MVPs) and gather feedback from diverse user groups. Iterate quickly to address pain points and enhance usability.

The Business Case for Inclusivity
Designing for inclusivity isn’t just ethical—it’s profitable. Research shows that inclusive products have:
⦁ Higher Adoption Rates: Products tailored to specific markets see faster growth.
⦁ Stronger Brand Loyalty: Users feel valued when their needs are prioritised.
⦁ Fewer Usability Issues: Local insights help anticipate and address unique challenges.

Conclusion
As the African digital economy grows, the need for inclusive design is more pressing than ever. By going beyond Western-centric norms and embracing local contexts, designers can create products that truly resonate with users.
Inclusive design isn’t just about expanding markets—it’s about building a future where technology works for everyone, regardless of geography or culture. For African designers, this is an opportunity to lead by example, setting global standards for what it means to design with empathy, innovation, and inclusivity.

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