Designing digital products for emerging markets goes beyond simplifying existing ideas, it focuses on designing with purpose, empathy, and a deep understanding of people whose realities are often overlooked in mainstream tech.
These markets are vibrant, fast-evolving, and full of creativity and resilience. Yet, they come with their own unique challenges that call for
thoughtful, context-driven solutions.
Unstable internet connections, multiple languages, and varying levels of digital literacy all shape
how people experience technology.
These shouldn’t be seen as limitations but as realities that reveal new opportunities for innovation.
Some digital products are built from a Western perspective and then slightly adjusted for other regions, assuming users everywhere think and interact the same way. But people in emerging
markets engage with technology differently.
They might run their small businesses through WhatsApp groups, rely on mobile money for transactions, or use voice notes instead of text messages. Recognizing these patterns requires going beyond surface-level adaptations and asking deeper questions like:
-How do people connect, share, and solve problems within their communities?
– What role does technology play in their daily routines?
– What constraints and opportunities define their digital environments?
Contextual Research
One importantaspect of designing for emerging markets is contextual research, observing and engaging
with people in their real environments. This is to understand how they live, work, and interact with
technology. Unlike traditional user interviews or remote surveys, contextual research involves immersion, visiting homes, marketplaces, clinics, and transport hubs to see firsthand how people navigate daily life.
This approach helps uncover insights that data alone can’t reveal. For instance, a designer might discover that users often share phones within families, meaning sign-in flows should
accommodate multiple accounts.These nuances don’t just inspire empathy; they lead to smarter, more grounded design decisions.
When we design with context, we stop guessing what users need and start learning from how they actually use technology. It shifts our mindset from “How can users adapt to our product?” to “How can our product adapt to the user’s realities?”
Designing for Inclusion and Accessibility
Accessibility and inclusion are equally essential. In many emerging markets, digital access is shared, an app may be used by people with varying literacy levels. Inclusive design means creating experiences that are visually clear, language-flexible, and intuitive for everyone.
This could mean using icons and illustrations instead of text-heavy screens, offering voice or audio guidance, or simplifying complex tasks into smaller, understandable steps. Accessibility shouldn’t be treated as an afterthought or a compliance checklist, it’s a commitment to ensure that everyone, regardless of background or ability, can benefit from digital innovation.
The key to it all is intentionality. Designing for emerging markets demands that we question our biases, let go of one-size-fits-all solutions, and design with, not just for, users. It’s about collaboration, involving communities in the process, co-creating with regional experts, and
continuously testing assumptions in the field. The best solutions come from partnerships, not from designing in isolation, but by learning side-by-side with the people who will use what we
create.
Emerging markets remind us that great design doesn’t start with what’s technologically possible, it starts with what’s contextually needed. Contextual research bridges that gap, helping us see technology through the eyes of the people we’re designing for.
When we design with this kind of purpose, we create scalable solutions that reflect real human diversity, products that don’t just work for people, but because of them.
This Article was put together by Jecintha Fabiyi.
