Our work

Turning UX problems into executive action

Google wanted to embed customer-centred thinking into its key client organisations by directly involving executive leadership. As Google’s exclusive African partner in the EMEA Mobile Labs programme, we helped do this by running immersive one-day Mobile Labs with 13 key clients across retail, finance, and telecoms.

By putting executives face-to-face with real customer behaviour, Google Mobile Labs shifted mobile UX from a design concern to a leadership priority, accelerating decisions and unlocking practical improvements teams could implement immediately.

Learnings from the programme were later shared at Google’s Think Retail conference, demonstrating how customer insight can drive meaningful commercial outcomes.

Understanding how coding and robotics are taught in South Africa

Acting as Raspberry Pi Foundation’s local research arm, we conducted on-the-ground research in rural and urban schools across South Africa, observing lessons and speaking directly with educators and learners. Our findings strengthened the Foundation’s international research and informed decisions about how their tools and content could better support educators in growth markets.

Supporting ongoing customer-centred decision-making across Southern Africa

FNB has been a long-standing subscription client of How Might We, with our team acting as a frequent research partner most often with usability testing within the South African context. This ongoing relationship has allowed us to build deep familiarity with FNB’s products, customers, and internal ways of working, enabling faster, more effective research cycles.

In 2022, FNB’s Broader Africa team partnered with us to lead a persona-building workshop designed to work across multiple markets. We helped create adaptable personas that could be applied in Botswana, Namibia, and Zambia, supporting more consistent, customer-centred product decisions across the region.

Increasing conversion though deep customer insight

Petal and Post, a beautifully curated flower delivery service in South Africa, partnered with How Might We to reimagine their website. By turning customer insights into actionable design, we reshaped the user experience, refining business requirements, customer journeys, and information architecture.

As their research and design partner, we were hands-on throughout discovery and delivery, crafting a seamless, customer-focused website experience from start to finish.

Careful, ethical research with LGBTQIA+ youth

SameSame is a non-profit startup focused on supporting LGBTQIA+ youth at risk. We worked as an extended research partner in South Africa and Zimbabwe to understand whether their cognitive behavioural therapy chatbot could genuinely help young people in these contexts.

Through diary studies with queer youth, we explored how participants experienced the bot over time and what factors influenced engagement. Building on these insights, we supported the SameSame team in running a generative co-design workshop in Cape Town, involving queer youth directly in shaping improvements to the bot.

Increasing investing through validated product design

Luno, a locally built yet globally trusted cryptocurrency platform, partnered with How Might We to validate and refine a feature that enables customers to invest in multiple cryptocurrencies in a single, seamless transaction.

Through rapid, iterative rounds of usability testing, we uncovered critical customer insights and translated them into clear product direction. We facilitated hands-on workshops with Luno’s product teams to unpack findings, align on opportunities, and embed learnings directly into decision-making.

Beyond delivery, we up-skilled Luno’s team to run robust usability testing and analysis themselves, strengthening their long-term research capability and ensuring customer insight continues to drive confident, informed investing.

Designing payment tools that work in the real world

Yoco is a South African fintech empowering small businesses to get paid and grow. They partnered with How Might We to deepen their understanding of how entrepreneurs use point-of-sale tools in the flow of daily operations. We uncovered how POS features support or hinder real business needs through frequent rounds of usability testing and in-depth customer interviews.

These insights grounded product decisions in the realities of running a small business across Retail, Food & Beverage, Hospitality, Health, Beauty, and Fitness industries. These insights helped Yoco design payment and management tools that truly work on the shop floor, not just on paper.

Enhancing patient care through human-centred technology

Mediclinic is a leading private healthcare group operating multi-disciplinary hospitals. They partnered with How Might We to explore how technology could better support patient care, streamline clinical workflows, and improve health awareness in thier wards. We worked closely with frontline nursing teams to understand where technology enables and where it complicates day-to-day care delivery.

We surfaced critical insights into clinical workflows through in-depth interviews, time-and-motion studies, and co-creation workshops. These insights informed innovation opportunities, helping Mediclinic improve efficiency while enhancing the overall patient and caregiver experience.

Lowering the barrier to healthcare with nurse-led telemedicine

Healthforce is a South African-built telemedicine platform that makes access to affordable doctors possible. They partnered with How Might We to strengthen the experience of virtual consultations in nurse-lead clinics.

We worked closely with pharmacists, nurses, and patients to uncover their needs, behaviours, and friction points across the consultation journey. Through in-depth interviews, usability testing, and many contextual visits, we identified clear opportunities to simplify workflows, build confidence in the technology, and improve the overall care experience. These insights helped Healthforce refine their platform and continue delivering high-quality, accessible healthcare at scale.

Reimagining loyalty through customer-led strategy

Dis-Chem, one of South Africa’s leading retail pharmacy groups, partnered with How Might We to rethink loyalty with the launch of their Better Rewards programme.

Through focus groups, in-store concept testing, and in-depth customer interviews, we uncovered how customers perceive value, what drives adoption, and where messaging, pricing, and promotional strategies could be sharpened. These insights gave Dis-Chem’s product and marketing teams clarity to confidently shape the programme messaging and bring it to life across in-store experiences, social channels, and launch campaigns.

Unlocking frictionless ticket buying through expert UX insight

Webtickets, one of South Africa’s leading online ticketing platforms, partnered with How Might We in 2025 to assess and strengthen the usability of their website across key customer journeys.

We conducted a comprehensive UX audit covering category and search experiences, as well as end-to-end ticket purchase flows across multiple event types. We delivered the expert evaluation of the experience using a structured set of usability heuristics. The benefit of this approach is to identify obvious friction points and prioritise clear, best-practice recommendations. This gave Webtickets a fast, actionable view of how to improve navigation and conversion ahead of further usability testing.