Navigating the Local Ghanaian Landscape as a Service Designer

As a service designer with a deep connection to Ghana, I’ve had the privilege of working across multiple industries and international projects. But when it comes to service design in Ghana, there’s something uniquely rewarding about creating solutions that are rooted in the local context. Ghana, with its rich cultural diversity, rapid economic growth, and vibrant entrepreneurial spirit, offers both challenges and opportunities for service designers. Here’s what I’ve learned about navigating the local landscape as a service designer in Ghana, and why understanding the nuances of this market is key to crafting successful, impactful solutions.

Understanding the Local Context

The first thing I’ve learned is that designing in Ghana is not just about applying best practices from elsewhere—it's about understanding the local context. From the bustling streets of Accra to the more tranquil settings of rural Ghana, the way people live, work, and interact with services varies significantly. As a designer, it’s crucial to appreciate these differences. For example, while many Ghanaians in urban areas are digitally savvy, there are still significant portions of the population in rural regions who may not have consistent access to the internet or smartphones. This digital divide is something I always consider when designing services that can scale across the country.

One of the most important factors in service design here is that there isn’t a “one size fits all” approach. Ghana is a country of diverse cultures, languages, and customs. For instance, while English is the official language, there are over 80 indigenous languages spoken, each with its own cultural context and nuances. When designing services, it’s important to ensure that solutions are not only accessible but also culturally relevant. This means understanding local traditions, values, and behaviors and incorporating them into the design process.

Embracing the Economic Realities

Another key lesson I’ve learned over the years is to design with the economic landscape in mind. Ghana has a growing middle class and a dynamic, youthful population, but it also has a large portion of its workforce in the informal economy. This informal sector includes small-scale traders, street vendors, and local artisans, many of whom are highly entrepreneurial but don’t have access to the same resources as larger, formal businesses.

When designing services for these small businesses or the informal sector, cost-effectiveness and scalability are crucial. I’ve often found myself focusing on low-cost solutions that can have a big impact, like mobile-based services that can work in areas with limited internet access. For example, many businesses and consumers in Ghana rely heavily on mobile money services like MTN Mobile Money. These platforms are crucial for daily transactions, and designing services that integrate with or leverage these technologies can open doors to a much broader audience.

At the same time, it’s important not to overlook the needs of larger businesses and government institutions in Ghana. As the country continues to develop, there’s a growing demand for more sophisticated services in sectors like healthcare, education, and banking. While SMEs are vital to the economy, I also work with large corporations and government agencies to help them improve their service offerings and create more efficient systems. In these cases, the design solutions tend to focus more on streamlining processes, enhancing customer experience, and integrating digital tools to improve service delivery.

Leveraging Technology Thoughtfully

While Ghana is embracing technology at a rapid pace, I’ve learned that it’s important to approach digital solutions with thoughtfulness. Many Ghanaians are very comfortable with mobile phones, but there’s still a gap in terms of internet connectivity, especially in rural areas. When designing digital solutions, I always think about how they can be used in environments with limited connectivity. Whether it’s ensuring that a mobile app works offline or creating services that don’t rely solely on internet access, adapting to the local tech ecosystem is crucial.

One of the things I’ve found incredibly inspiring is how mobile money has revolutionized how people in Ghana conduct business. The country is a leader in mobile payments across Africa, and integrating mobile money into service design has opened up many new possibilities. I’ve worked on projects that used mobile platforms to create seamless experiences for everything from financial services to healthcare access. For example, by integrating mobile payments into health services, I’ve helped improve access to essential medicines and consultations for people in remote areas, where traditional banking services might not be available.

But even within the digital realm, I’m constantly reminding myself that not every solution should be app-based. In some cases, the best service is a simple one, like a customer service hotline or an SMS-based platform. Overcomplicating solutions can often alienate users who aren’t comfortable with new technologies, so I always try to ensure that the services I design remain intuitive and accessible to all.

Collaborating with Local Stakeholders

In Ghana, collaboration is key to effective service design. Over the years, I’ve learned that no design process can be successful without input from local stakeholders—whether that’s through co-design workshops, user testing, or simply engaging with the community to better understand their needs.

It’s not just about designing a service and handing it off—it’s about creating solutions that are truly rooted in the daily lives of the people who will use them. Working with local partners, whether they’re business owners, healthcare workers, or community leaders, is essential for ensuring that the services are relevant, accessible, and truly beneficial.

I’ve worked closely with small and medium-sized enterprises (SMEs), as well as large organizations and government bodies, and the key to success is always communication. Sometimes, this means going back to the drawing board after receiving feedback from users or stakeholders, but it’s a process I’m always willing to go through because it ensures that the end product is something that truly serves the community.

The Role of Culture in Service Design

Ghanaian culture is also a fundamental consideration when designing services. Trust, respect, and relationships are at the core of most interactions in Ghanaian society, especially in business. People tend to do business with people they know and trust, which means that designing services requires more than just focusing on the functional aspects of a product. It’s about building relationships, ensuring transparency, and offering a human-centered experience.

Whether it’s in healthcare, education, or financial services, I always design with the understanding that Ghanaians value personal connections and clear communication. Whether it’s face-to-face interactions or customer support, the service needs to feel personal and authentic.

Conclusion

Navigating the Ghanaian landscape as a service designer has been both a challenging and rewarding experience. The key is to design with a deep understanding of the local context, economic realities, and cultural values. Whether you’re working in the informal sector, partnering with large corporations, or engaging with government agencies, there’s no one-size-fits-all approach. By being adaptable, collaborative, and mindful of the diverse needs of the local population, service designers can create solutions that are not only effective but also have a lasting impact on the community.

As Ghana continues to evolve and grow, I’m excited to see how design can continue to shape the future of service delivery, making it more inclusive, accessible, and responsive to the needs of the people.

Navigating the Local Ghanaian Landscape as a Service Designer