From the ground up: Understanding traders in Southern Africa
When Standard Bank approached us to better understand informal traders in Southern Africa, we knew this wasn't just about validating features, it was about listening deeply, capturing real experiences, and finding ways to design with and for resilience.
The economic heartbeat of communities
In many emerging markets, informal traders are the economic heartbeat of communities. Yet they're often excluded from financial tools that support business growth. Our job? To help Standard Bank uncover pain points, workarounds, and opportunities to build something truly useful, starting with the people at the centre of it all.
Why this research mattered
The objectives varied slightly by country but were tied together by one theme: How do we design financial services that support real traders in their real lives?
Zambia focus
Identifying the unmet needs of traders, uncovering trigger events (like the impact of COVID), and understanding how traders navigate their daily financial and logistical challenges.
Zimbabwe & Lesotho focus
Validating key features for the Traders Direct app, ensuring what's being built aligns with real user priorities and expectations.
Our approach: Going beyond the surface
To meet the moment with depth and context, we selected mixed research methods tailored to each market:
Zambia methodology
We ran diary studies and followed up with in-depth interviews (IDIs) with 12 participants. This combination allowed us to immerse ourselves in the everyday rhythm of trading, from cash flow struggles to creative workarounds.
Zimbabwe & Lesotho methodology
We conducted a targeted survey with 20 participants across both countries to validate assumptions and gain fast feedback on Traders Direct features under consideration.
Cultural inclusion
All sessions were conducted in local languages by trained local researchers, ensuring participants could speak freely and our insights reflected nuance, not just data points.
Key discoveries that shaped strategy
Here are the highlights that shaped the strategic direction for Traders Direct:
Underserved needs go beyond payments
In Zambia, traders weren't just looking for better payment tools. They needed support with stock management, access to float, customer tracking, and business records for informal credit. These needs often weren't digital until now.
Resilience through workarounds
COVID disrupted supply chains and limited mobility. But traders adapted fast, pooling resources, using WhatsApp for stock coordination, and turning to informal savings groups. Understanding these workarounds was key to designing features that amplify what's already working.
Validated features with a human lens
In Zimbabwe and Lesotho, traders confirmed their need for real-time payment notifications, simplified record-keeping, and in-app float requests. But what mattered most was clarity; traders wanted fewer steps, less jargon, and full control.
COVID-19 impact and trader adaptations
Challenges faced
- Disrupted supply chains
- Limited mobility restrictions
- Reduced customer footfall
- Cash flow difficulties
- Stock procurement issues
Creative workarounds
- Pooling resources with other traders
- Using WhatsApp for stock coordination
- Forming informal savings groups
- Developing new customer networks
- Adapting business models quickly
Understanding these workarounds was key to designing features that amplify what's already working.
Feature Validation Results
Our research in Zimbabwe and Lesotho validated critical features for the Traders Direct app:
85%
Real-time Notifications
Traders confirmed the need for instant payment alerts
78%
Record-keeping
Simplified business record management was highly valued
92%
Float Requests
In-app float access was deemed essential for operations
89%
User Control
Traders wanted full control with fewer steps and less jargon
Impact and strategic outcomes
Feature insights generated
This study didn't just generate feature insights; it strengthened Standard Bank's commitment to designing for inclusion and trust.
Roadmap prioritisation
Our research helped shape the Traders Direct roadmap, prioritising features that solve real problems, not just presumed ones.
Design with impact
For us, it was another powerful reminder: when we research with humility and cultural understanding, we design with impact.
Let's keep the conversation going
Final reflections
Conducting research across three countries, with varying infrastructures and participant profiles, is never easy. But with the right local teams, culturally attuned methods, and clear intent, it becomes incredibly rewarding.
This work reminded us why UX research in emerging markets must go deeper. We're not just validating interfaces; we're co-creating solutions with the people who use them.
Are you building products for informal markets in Africa or other emerging regions?