As I experiment and test ideas for digital products and services targeting different African markets, one question that underpins my exploration is how can we use technology to solve the right problem and design user-centric solutions?
Local 254 was conceptualized as a two-sided marketplace for buyers and sellers. The next phase of user research was for the designers (sellers). During a trip to Kenya, I engaged a UX Researcher because a local researcher is well versed in the cultural nuances and provides insight into what questions to ask and the best research methods to employ. We decided in-person interviews would be the best method to gather insights that would inform the design for the seller’s side of the platform.
User interviews with sellers included Kenyan and South African designers of clothing, textiles, furniture, and jewelry. Insights gathered from the interviews led to a pivot in the initial idea of Local 254. One recurring challenge amongst designers was gaining exposure outside of their home country. Several designers had clients internationally but struggled with finding a sustainable marketing channel. We decided to shift the idea from a platform for buyers and sellers in Kenya to a B2B platform that would connect African brands with retailers in the U.S. Circle 54 was a collaborative effort with an IT International Development expert with strong interest in tech in Africa.
We decided to test the B2B idea by creating a simple website. We used Page Cloud, a drag and drop editor, to design the pages. The site was a tool to collect feedback from our target customers on both sides of the market.
Based on feedback from testing, there was a demand amongst designers and our offering addressed some of their challenges. Most designers used different tools in order to manage the different areas of their business such as marketing, invoicing, production, and delivery, most expressed a desire to spend more time creating. We concluded that bringing all these areas under one umbrella would be a large undertaking within those particular markets. We investigated existing technologies that we could incorporate into our platform for marketing, payment, delivery, and strategic partnerships. One idea is to simplify the offer and start with the virtual showroom which would still provide a channel for exposure to retailers.
We targeted small boutiques in the Washington, DC area, in part because they are more likely to carry unique products and purchase smaller quantities. The interest amongst stores was lower, the platform was more of a “nice to have” versus a need, however it may have been due to the type of target customer. This provided a valuable lesson on narrowing the target user and looking for customers that are motivated by a particular need.
Given the demand from African brands, the B2B platform may be well-suited for intra-African trade. For example a Kenyan designer can sell their products to a South African retailer.
During a conversation with an Architect in Kenya, I inquired about some of the challenges he encounters on a day-to-day basis owning and running an architectural firm. I had a few assumptions about the challenges and he confirmed one which is the ability to source building products locally. In the U.S. Architects can use Sweets, an online catalog, to source products, information, and manufacturers. This type of digital resource is not available in Kenya. The idea is to provide a digital platform for Architects, Engineers, and Contractors to be able to find quality products from reliable suppliers. This idea is in the discovery phase.
I have conducted secondary research on design and construction, trade, and manufacturing in East Africa as well as started interviewing Architects in Kenya to learn more about their challenges when it comes to locating and specifying products locally.
One possibility I’ve envisioned is a content based platform, “building products on-demand”, where Architects can interact with product manufacturers to learn more about their products. Suppliers can provide information, instructional videos, and other customer-facing content to aid Architects with product specifications. Architects can share how they have used certain materials or products in their projects.