Flagship State of User Research in Africa Report from YUX

YUX, a pan-African research and design agency headquartered in Senegal and with teams in Lagos, Accra, Kigali and Abidjan, launched a flagship “State of User Research Report.” The work at YUX focuses on user research which is crucial and often overlooked when talking about building services adapted to specific populations and needs. The report was created to help startups entrepreneurs, product managers, user researchers and designers understand to facilitate the conversation and help push user research forward. The study, conducted in partnership with Friends of Figma Lagos and Cotonou, UX Kitchen Nairobi, Kampala Design Community, People Who Africa and UX Ghana, was the first study on user research in Africa.

The result of the study are based on remote interviews conducted with 22 industry professionals from various countries across the continent and 129 survey responses from 17 countries. This study summarises tools, methods, and challenges people across the continent experience conducting user research or user design at large.

“As the field of user design grows rapidly in Africa, we felt it was about time to get some data on the best practices and share the challenges practitioners are facing daily” – Yann LE BEUX, Co-founder YUX.

Key findings in the report are:

  • 62% of respondents have no dedicated user researcher in their organisation
  • Google forms take the lead on tools used for research
  • 63% conduct research three or more times in a year
  • 58% consider participant recruitment the most prominent research challenge
  • Most participants mentioned user research/discovery as the stage of the product development that needs tools adapted to the African context.

User research in Africa is still at its dawn. Most of the people we interviewed expressed some difficulties conducting research. Speaking on the challenges researchers face from the report, Yann added, “Participant recruitment is the greatest challenge facing research from the surveys and interviews. This is a global research challenge; however, given our peculiar realities on the continent, it was also interesting to see some tools are being designed to address these challenges.”

The report is available for download here.

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