Our work

Turning live customer friction into executive action with Google Mobile Labs

Google wanted senior leaders to see where customers were struggling with their mobile experiences and act while the evidence was still fresh. As the South African delivery partner for Mobile Labs, we combined five live usability sessions with an executive workshop, helping teams prioritise improvements and receive clear findings and recommendations within 24 hours.

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

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

Supporting ongoing customer-centred decision-making across Southern Africa for FNB

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.

Researching a private mental health service with LGBTQIA+ youth

SameSame built a WhatsApp-based mental health service for LGBTQIA+ young people. Across four related projects in South Africa and Zimbabwe, we used diary studies and in-depth interviews to understand how young people experienced it over time, what supported engagement and where they disengaged.

We also supported a generative co-design workshop in Cape Town, bringing queer youth directly into shaping the next iteration.

• WhatsApp diary studies
• In-depth interviews in multiple languages
• Generative co-design workshop

Increasing investing through validated product design from Luno

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 Yoco 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 their 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.

Competing with a piece of paper for Healthforce

Healthforce built a nurse-led clinic system with a doctor on video when the nurse needs one. We started with nurses before there was a product, ran the design sprint that produced the first paper prototypes, and kept testing for six years. The two things standing in the way were not on the screen: who carried the clinical risk, and whether a nurse felt entitled to disagree with a doctor.

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.

Coaching an IT services business through its first product launch

Netsurit is a managed IT services provider. In 2026 they launched Innovate 2.0, an AI offering spanning an aggregation platform, fractional AI experts, AI training, and a governance framework for how businesses use AI internally. Building and selling a digital product was new territory for a company built on infrastructure and service delivery.

We coached their leadership and product team through the product development process from a customer-centric perspective: clarifying why customers would pay for it, defining the value proposition and how the return gets explained, designing the sales and delivery journey, and building the internal capability to run it rather than depending on senior leadership for every conversation.