In product development, there is often a belief that new technologies, such as artificial intelligence, automation, or digital transformation, can change everything. However, experience in product design shows that technological failures rarely occur due to a lack of quality in the technology itself. More often, the problem lies in a misunderstanding of the people for whom the products are being created.
The Digital Experience Problem
Companies spend significant amounts of money improving their digital solutions, but users continue to abandon applications halfway through, struggle with simple processes, or refuse to use them altogether. This indicates that products are often developed based on assumptions rather than considering the real needs of the target audience.
The Diversity of South African Users
According to DataReportal estimates, at the beginning of 2025, over 50 million people in South Africa were using the internet, yet about 13.6 million remain offline. Furthermore, among connected users, there is no single customer profile. People's experiences are shaped by numerous factors: the type of device used, data costs, language preferences, payment behavior, and varying levels of digital confidence.
As noted, 'there is no average user from South Africa.' When companies build their solutions on guesswork instead of factual data, these guesses become obstacles. South Africa, in the author's view, presents the world with the challenge of designing for one of the most diverse groups of users globally.
Examples of Usage Differences
Business too often speaks of the 'customer' as if everyone interacts with technology in the same way. In reality, one person might apply for a bank loan via a high-speed fiber optic connection, while another attempts to do the same using a budget smartphone and prepaid mobile data. Neither customer is wrong, and no one should have to exert more effort because the product was designed for someone else. These situations represent completely different experiences, yet they are often expected to follow an identical digital path.
The Importance of Good Design
Companies that recognize these differences tend to create products that people genuinely enjoy using. Those who do not often wonder why customers disappear mid-process, abandon purchases, or simply stop returning. The author argues that good design is not just about improving the product's appearance, but about helping a person complete a task without frustration, uncertainty, or unnecessary effort.
The Commercial Value of UX
The financial implications of the right approach are substantial. A Forrester study showed that every dollar invested in user experience can yield a return of up to $100. Moreover, numerous international studies demonstrate that customers leave digital journeys if the registration process is convoluted, trust signals are weak, or the product does not fit their circumstances.
An Interdisciplinary Approach to Design
The author emphasizes that design becomes part of the business dialogue, not just a creative discipline. The people who shape the customer experience influence how organizations build trust, retain customers, and ultimately grow. It is important that the discussion goes beyond simply including women in the tech sector, extending to who defines the customer experience, shapes product strategy, and influences the decisions millions of people interact with daily.
Strong products often emerge from teams composed of people with diverse perspectives, experiences, and problem-solving methods. Experience has shown that the boundaries between roles such as information design, UX, service design, and product design are much less clear than they seem. The best solutions are rarely achieved by staying within a single discipline.
The Future Role of the Designer
The designers having the greatest impact today are not necessarily those with the narrowest titles. They are people capable of linking customer research with business strategy, technology, and commercial thinking. In an era where AI simplifies access to technology, the deciding factor is not technical capability, but the ability to understand people, think strategically, and solve the right problems before creating solutions.
In conclusion, the companies that will thrive are not necessarily those with access to the latest tools. They are those who ask better questions, deeply understand their customers, and never forget the people for whom they are working.
