Our work
Executive level engement with Google Mobile Labs
We facilitated Google’s customer centricity labs for senior leaders at some of South Africa’s largest banks, insurers, and retailers.
- Live usability testing with real customers
- Facilitated executive workshops
- Action plans delivered within 24 hours
Strategy
Computer science pedagogy for the Raspberry Pi Foundation
We learnt how computer science is taught in coding clubs and lower quintile schools across South Africa.
- Contextual observation
- In-depth interviews with teachers and learners
Education
Increase conversion and lower customer support for Petal & Post
We ran rounds of UX research to identify where and why customers were dropping out, then redesigned the site around how people actually buy flowers and gifts.
- Usability testing
- UX audit
- Journey mapping
- UX strategy
- UX design
Retail
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.
Finance
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.
SameSame hired How Might We to complete an almost impossible task — reach out to young queer South Africans who don’t want to be found, convince them to answer some potentially sensitive questions, and create an environment that felt safe enough for them to share, honestly and authentically. The team at How Might We delivered. Not once, not twice, but across four different related research projects. I was impressed by the team’s sensitivity to the needs of participants and their flexibility as we encountered and solved a variety of challenges. I’m looking forward to working with them again.
Jonathan McKay, co-founder and president of SameSame Collective
Social change
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.
Fintech
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.
Fintech
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.
Healthcare
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.
My experience of working with How Might We is exactly the experience I want to create for my customers when they work with my organisation! There is a clean, understandable, simple, uncluttered, thoughtful and beautiful aspect in every interaction with Chris and his team.
Saul Kornik – Healthforce CEO
Healthcare
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.
Healthcare
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.
Working with How Might We was a genuinely pleasant experience. Their UX audit of our ticket booking flows was insightful, practical, and exceptionally well presented. We especially valued their collaborative approach — offering clear guidance without being prescriptive. The resulting changes have had a noticeable impact on customer navigation and ease of use across the site. We’d gladly work with them again and recommend them to any business serious about improving user experience.
Christy Turner – Webtickets owner
Retail
