In the bustling heart of Mogadishu, two young entrepreneurs, Abdi and Ikran, stood at the crossroads of their business journey. Both had a vision to thrive in Somalia’s growing digital economy, but their approaches were as different as night and day. Abdi, a determined and passionate innovator, started his online retail store with a keen focus on his products. His shelves, both physical and digital, were filled with colourful textiles, handmade crafts, and traditional Somali attire. He believed that the quality of his products would speak for itself. Ikran, on the other hand, approached her mobile service startup differently. She spent countless hours not just developing her app but designing it with the user in mind. She knew that in the digital world, the journey mattered as much as the destination. Her app was simple, visually appealing, and tailored to how Somalis interact with their phones—often on the go, with limited data.
The Camel Caravan Metaphor
Think of their businesses as camel caravans crossing the arid Somali landscape. Abdi loaded his camels with fine goods, certain that they would sell because of their value. However, his caravan lacked clear signs or a reliable guide, often getting lost in the vast desert. Customers, intrigued by the promise, could not find their way to his marketplace.
Ikran, on the other hand, led her caravan through well-marked paths, with resting stations where people could taste a bit of what was to come. Her caravan moved smoothly, stopping at well-planned intervals, guided by clear and attractive banners. People followed not just because of the goods but because of the journey itself.
The Power of UX/UI
Abdi soon realised his mistake. Although his products were good, customers found it challenging to navigate his online store. Pages took time to load, and buttons were not clearly labelled. Frustrated, many left without making a purchase. Meanwhile, Ikran’s mobile service app flourished. The design was intuitive, allowing users to pay bills, send money, and access customer support with just a few taps. She had invested in UX/UI, user experience and user interface design, and it made all the difference. Users appreciated how the app understood their needs, offering a seamless experience.
Lessons Learned: Designing for Success
Abdi learned that just like guiding a caravan through the desert, building a successful business requires thoughtful planning, clear direction, and making the journey pleasant. After consulting with Ikran and seeking advice from UX/UI experts, he redesigned his online store. Navigation became easy, products were better organised, and the checkout process was simplified. Sales soon picked up.
Why UX/UI Matters for Somali Startups
The story of Abdi and Ikran teaches a powerful lesson: In a rapidly digitising Somalia, startups cannot rely solely on product quality. The way users interact with their digital platforms is equally crucial. UX/UI design helps companies like Ikran’s thrive because it makes interactions smooth, intuitive, and enjoyable. Somali startups, like a well-planned caravan, must guide their users through a smooth journey, ensuring they do not feel lost or overwhelmed. By investing in good UX/UI practices, businesses can build stronger customer relationships and ensure sustainable growth. For Somali entrepreneurs, the digital economy is an open field of opportunities. Just as a well-led caravan reaches its destination efficiently, a well-designed digital platform can guide users to the heart of the business. Embracing UX/UI design, startups can ensure their journey is not just about getting to the destination, but enjoying the path along the way.
Abdirahman Garas, Head of SIMAD Creative Studie
