This talk was given at FrontTalks, Yekaterinburg, 16 September 2017.
In the tech industry, we’re constantly chasing innovation – the new and the shiny, the slickest UI, the latest framework, an immersive user experience. We’re understandably excited about the possibilities inherent in a world of powerful hand-held devices, super-fast connections, and a user base with the means and the know-how to buy into whatever next big thing we put out there.
But there exists another kind of digital landscape – places where conditions are imperfect, where networks are flawed, where technical literacy is low, where kilobytes are precious; a world where our carefully-crafted digital experiences stutter and crawl and obfuscate and perplex, and ultimately fail. There are billions of people around the world that now have access to connected smart phones, but many can afford only a few megabytes of data here and there, have low-cost, low-specced smartphones, unreliable electricity sources to charge them, and are learning to use digital interfaces for the first time in their lives.
So how can we make sure that keeping up with the cutting edge won’t exclude people in these fast-growing emerging economies? In this talk we’ll go through examples from working with novice tech users in West Africa and discover how they navigate and comprehend interfaces, input data, and understand screen flows. You’ll gain some insight into the context and the constraints, learn how certain UI patterns and conventions hinder or help, and leave with an understanding of how to include these millions of new users in your product thinking.
LESSONS FROM THE FIELD
Bringing digital products to
Who will be using our products
in the coming years?
THE NEXT BILLION
THE NEXT BILLION
Most people in the developed world are already
The Next Billion will connect from cities in emerging
economies – Lagos, São Paulo, New Delhi, Nairobi.
These markets have much
lower rates of connectivity.
Mexico & Brazil
The rate of connectivity in these resource-poor countries
has lagged, but is changing rapidly. The cost of mobile
data is decreasing, and the availability of cheap handsets
Cheap smartphones are widely available from street
In Nigeria, 300MB of mobile data can be bought for
around 500 Naira (80 ruble).
This is opening up new worlds of knowledge,
communication, and opportunity for many people.
But the barrier to entry still exists.
Many people can afford only a few megabytes of data
here and there, have low-cost, low-specced
smartphones, unreliable electricity sources to charge
them, and some are learning to use digital interfaces for
the ﬁrst time in their lives.
What can we do to keep lowering the barriers?
So... why is an Australian-born, German-resident person
talking about this? !
These are both very well-connected, afﬂuent places.
I'm Ally Long
I’m a product designer and front-end developer.
I've worked on shiny brand experiences at creative
But I've also worked with NGOs and non-proﬁts on
software for public health and markets in West Africa,
with partners like UNICEF, WHO, the Gates Foundation,
the Institute of Tropical Medicine, and various West
African government departments.
I've worked on programs for vaccine delivery, polio
eradication, Ebola response, and African Sleeping
The issues were urgent and grave, and the technical
challenges were signiﬁcant, but fascinating.
Mapping un-surveyed areas...
Designing mobile data
collection tools for novice tech
The logistical challenges of
And doing a lot of this at scale
across various countries.
Now I'm working with a
company called Field
We try to take on big public health problems in Nigeria,
Central African Republic and beyond, and to prove that
they can be solved with the right technology, the right
design, and the right market-shaping approaches.
Our approach is on solving
problems on the ground, collecting
insights in the ﬁeld, being in touch
with real users and real problems
in hard places.
We're working on tools to get life-saving vaccines...
through a cold chain system at various levels of
... to the children in remote settlements that need them
It’s made challenging by poor infrastructure, unreliable
power and connectivity, fragmented processes, and
constant states of emergency.
How do we begin to approach these problems in our
Poor connectivity, a resource-constrained environment,
and a user base with a large portion of novice users –
the scale of these challenges are hard to grasp when
working in a European context.
This talk will guide you through helping users (no matter
what their background) to interact in complex systems
by giving them simpler, more intuitive ways of working.
The typical tech user in Africa...
Of course there isn't one.
Tech users in Africa fall across a broad spectrum of
experience, resources, education, and tech savviness.
Many people in West Africa are masters of technology.
There are thriving tech scenes. But there are others who
are total novices / newbies, this is what I'm focussing on
Smartphones often look something like this...
... or this.
Common smartphone brands !
Mostly Android, mostly cheap hardware.
— Samsung (if you're fancy) !
— Apple (if you're reeeeeally fancy)
— scratched up screens
— cracked screens
— low resolution screens
— glare protection ﬁlms
— rugged cases
Finding a working power source is not always easy –
sometimes actually very hard. Even if you have
electricity, power outages are frequent.
If a building in a community has electricity...
... its power points will be very popular.
Charging can be slow
— A diesel generator takes
around two hours to charge a
— Solar power takes 4-5 hours
to charge a smartphone
— remote and rural areas have very little cellular
— even in built-up areas and cities, network coverage is
— broadband internet / wiﬁ very uncommon
— buying mobile data is still expensive for many people
Try to make your product as ofﬂine-friendly as possible
Even when you do have a connection, it can be
Optimise for responsive UIs
— Don't tie UI elements to long-running operations such
as network requests
— Don’t block navigation
— Loading indicators (spinners, progress bars) should be
Slimmed-down browsing – Opera Mini is popular
Phones are o!en turned off
To save battery and data, people often turn off their
phones. This means background processes are tricky.
You need to be smart about the way you use service
Touch screens are easier to use than laptops
When trialling a project on laptop and tablet devices, we
found that people found the tablet version easier to use
— a lot of people had never used laptops before
— inputs were separate from the screen, which was
confusing for someone introduced to interfaces via
— it was harder to carry around and charge
Gesture-based navigation... !
Gestures like swiping, pull down, pull up are very
unintuitive to a novice tech user. Buttons are easier to
understand. People learnt these fairly quickly, once
introduced to the concept – but it's safer to use
gestures as shortcuts to actions that are also accessible
by other means.
Where's it at? !
If elements are offscreen, they're not discoverable.
Where possible, it can be good to use only the visible
area of the screen as your canvas, especially if the user
needs to take action on the screen.
Rather than having a long form...
Try splitting it over several steps.
Avoid concealed elements in general
A good example here is the select tag. People
everywhere ﬁnd those hard to use.
Rather than using select tags...
Try out other, more visible, options – like radio buttons.
Good affordance is vital
— make the buttons and actions bigger, clickier, more
— clearly label things
— combine icons with labels
What does this do?
People often tap on everything, just to see what it does.
It's usually a good idea to build in conﬁrmation dialogues
for destructive actions.
Animations can be very illuminating, or they can confuse
the hell out of users. Be mindful about where and how
you use them.
Animations in form elements = !
Animations to describe a spatial model = !
Consistency is key
A consistent UI helps people learn and memorise, and
has particular advantages for low-literate or non-literate
people learning via rote memorisation.
Make it fun
There's no need to be boring. Inserting personality into
your app makes it fun to use and encouraging to learn.
Introducing elements of gamiﬁcation incentivises people
to return to your app.
Gamiﬁcation gives people clear feedback when they're
on the right path.
Ok ﬁne. Borrow.
There are certain apps that almost everyone in Africa
uses. If in doubt, look at the navigation patterns and UI
patterns common to those apps and emulate them.
Test on low-end devices
Engage with local tech ecosystems
Be curious, have empathy.
But do the research.
African tech consumers are
demanding and informed
They want clear and reliable
The same things ma!er
Strip everything back to the
Know your users
“The Next Billion” is the future
of the internet