Empowering Entrepreneurs, building communities

creating change

creating change

A UX Research study on Somo Africa’s initiatives to elevate East Africa’s entrepreneurs for an improved economy

A UX Research study on Somo Africa’s initiatives to elevate East Africa’s entrepreneurs for an improved economy

Lead Researcher: APR 22 - JUN 22

MISSION AND OBJECTIVES

Somo is breaking the cycle of poverty by supporting local entrepreneurs in low-income urban areas

Our project aimed to understand and address the unique needs of our three core groups: investors, entrepreneurs, and advisors. Using the Goal-Directed Design methodology, we gathered deep insights into these stakeholders, guiding us to optimize Somo’s programs and platform.

1,064

Entrepreneurs Trained

261

Businesses Funded

4,599

Jobs Created

MISSION AND OBJECTIVES

Somo is breaking the cycle of poverty by supporting local entrepreneurs in low-income urban areas

Our project aimed to understand and address the unique needs of our three core groups: investors, entrepreneurs, and advisors. Using the Goal-Directed Design methodology, we gathered deep insights into these stakeholders, guiding us to optimize Somo’s programs and platform.

1,064

Entrepreneurs Trained

261

Businesses Funded

4,599

Jobs Created

MISSION AND OBJECTIVES

Somo is breaking the cycle of poverty by supporting local entrepreneurs in low-income urban areas

Our project aimed to understand and address the unique needs of our three core groups: investors, entrepreneurs, and advisors. Using the Goal-Directed Design methodology, we gathered deep insights into these stakeholders, guiding us to optimize Somo’s programs and platform.

1,064

Entrepreneurs Trained

261

Businesses Funded

4,599

Jobs Created

“Building trust between entrepreneurs, investors, and financial institutions is crucial. It’s more than transactional; it's relational.”

Amelia Hopkins Phillips

Amelia Hopkins Phillips

Founder

“Building trust between entrepreneurs, investors, and financial institutions is crucial. It’s more than transactional; it's relational.”

Amelia Hopkins Phillips

Amelia Hopkins Phillips

Founder

“Building trust between entrepreneurs, investors, and financial institutions is crucial. It’s more than transactional; it's relational.”

Amelia Hopkins Phillips

Amelia Hopkins Phillips

Founder

OUR RESEARCH METHODS

Qual/Quant Data

Collect both qualitative and quantitative data to get a complete picture.

User Interviews

Conduct interviews to understand user goals, behaviors, and challenges.

Competitive Analyses

Carry out competitive analysis to compare similar solutions and identify gaps.

Data Analyses

Organize and analyze the data to find common themes and insights.

Value Propositioning

Organize and analyze the data to find common themes and insights.

Stakeholder Interviews

Organize and analyze the data to find common themes and insights.

Concept Testing

Organize and analyze the data to find common themes and insights.

Heuristic Evaluations

Organize and analyze the data to find common themes and insights.

Who Is Somo Africa

A nonprofit organization based in Kenya, Africa

Somo Africa plays a critical role in improving the economic landscape of low-income urban communities by empowering local entrepreneurs. Through funding, training, and mentorship, Somo’s initiatives seek to alleviate poverty and drive sustainable development. By nurturing small businesses, Somo helps create long-term stability in regions where formal employment is scarce, and economic opportunities are limited.

creating change

QUALITATIVE AND QUANTITATIVE DATA

Key Research Findings

Key Research Findings

01

Understanding the potential audience and the market climate

The Research Phase was dedicated to understanding the unique needs and behaviors of each stakeholder group through interviews, usability tests, and competitive analysis. This stage helped us gather insights into what drives each group, their primary challenges, and how Somo’s services could better meet their needs.

Weeks 1-4 of 12 weeks total

33%

INVESTORS AND SPONSORS

Insights and Goal

  • Investors need credible, third-party information and are cautious about government sources.

  • Many view investing in Somo as a CSR initiative that enhances both social impact and brand reputation.

  • Emotional storytelling connects investors to entrepreneurs, making narratives essential for driving investments.

Achieve a balance between profitability and social impact.

ENTREPRENEURS

Insights and Goal

  • Entrepreneurs face limited access to capital and poor internet connectivity.

  • Many start businesses based on personal and community needs, aiming to improve local living standards.

  • The digital divide limits their access to resources, like the Somo website and training.

Access funding and support to grow sustainable businesses.

ADVISORS

Insights and Goal

  • Advisors seek structured engagement pathways to contribute effectively.

  • They value clear roles and accessible channels for working with entrepreneurs.

  • Simplified applications and streamlined communication would improve their experience and boost involvement.


Provide mentorship and contribute to community development.

ARCHETYPES and scenarios

Modeling Data

Modeling Data

02

Translating Insights into Stakeholder Personas and Scenarios

In the Modeling Phase, we translated the research findings into personas and scenarios for each stakeholder group. These models represent the motivations, needs, and frustrations of Somo’s users, guiding us in designing solutions that align with their goals.

Weeks 5-8 of 12 weeks total

66%

INVESTOR AND SPONSOR persona

The Profit-Driven Philanthropist

Characteristics: Values profitability, but is equally motivated by social impact and emotional storytelling. Prefers credible, independent information to assess risks.


Scenario: This investor browses Somo’s platform, looking for transparent financial reports and success stories that resonate with their desire to support impactful causes. They engage more with projects that showcase detailed progress and positive community outcomes.

INVESTOR AND SPONSOR persona

The Profit-Driven Philanthropist

Characteristics: Values profitability, but is equally motivated by social impact and emotional storytelling. Prefers credible, independent information to assess risks.


Scenario: This investor browses Somo’s platform, looking for transparent financial reports and success stories that resonate with their desire to support impactful causes. They engage more with projects that showcase detailed progress and positive community outcomes.

ENTREPRENEUR Persona

The Resourceful Visionary


Characteristics: Faces challenges like limited internet and funding access but is highly driven by personal and community-centered goals.


Scenario: The entrepreneur uses Somo’s offline resources, like the USSD-based DigiKua, to record business data and access training modules. They are motivated by the potential to improve their community but need alternative communication tools that do not rely on constant internet access.

ENTREPRENEUR Persona

The Resourceful Visionary


Characteristics: Faces challenges like limited internet and funding access but is highly driven by personal and community-centered goals.


Scenario: The entrepreneur uses Somo’s offline resources, like the USSD-based DigiKua, to record business data and access training modules. They are motivated by the potential to improve their community but need alternative communication tools that do not rely on constant internet access.

ADVISOR persona

The Passionate Mentor


Characteristics: Seeks structured opportunities to mentor entrepreneurs, motivated by a desire to contribute knowledge and guidance.


Scenario: The advisor wants a straightforward path to engage with entrepreneurs, either through Somo’s website or a streamlined application form. They prefer a mix of group sessions and one-on-one mentorship to make a measurable impact.

ADVISOR persona

The Passionate Mentor


Characteristics: Seeks structured opportunities to mentor entrepreneurs, motivated by a desire to contribute knowledge and guidance.


Scenario: The advisor wants a straightforward path to engage with entrepreneurs, either through Somo’s website or a streamlined application form. They prefer a mix of group sessions and one-on-one mentorship to make a measurable impact.

User flows and Mapping

Defining Requirements & Framework

Defining Requirements & Framework

03

Defining Requirements and Building a Framework for Impact

In the Requirements and Frameworks Phase, we identified the specific needs of each persona and established the foundational requirements for improving Somo’s platform and programs. We created a framework outlining Somo’s core services and how they would address the needs of each stakeholder.

Week 9 of 12 weeks total

72%

Usability testing and iterations

Validating and Refining

Validating and Refining

04

Refinement and Validation: Ensuring Real-World Impact

The final phase, Refinement and Validation, involved testing the solutions with real users to ensure they met the personas’ needs effectively. Through usability tests and feedback loops, we validated each component:


Investors found the redesigned portal intuitive and appreciated the storytelling elements that provided a stronger emotional connection to the projects they supported.

Entrepreneurs benefited from DigiKua’s offline functionality, which allowed them to manage records and access business resources, even without a stable internet connection.

Advisors noted that the streamlined application and engagement pathways helped them contribute more effectively, making the mentoring experience smoother and more rewarding for both parties.

Weeks 10-12 of 12 weeks total

100%

conclusion

Using the Goal-Directed Design methodology, Somo Africa effectively refined its programs and platform to address the distinct needs of investors, entrepreneurs, and advisors. This structured approach allowed Somo to create meaningful solutions that promote sustainable economic growth, drive community development, and increase social impact in East Africa.


By aligning services with user goals, Somo has positioned itself as a critical player in fostering entrepreneurship and economic empowerment in underserved communities.

future directions

To build on these findings, Somo Africa is exploring additional ways to support its stakeholders.

Enhancing Digital Accessibility: Expanding offline-friendly tools and localized resources to ensure all entrepreneurs can access Somo’s programs.

Strengthening Investor Relations: Continuing to develop CSR-focused narratives and transparent metrics to appeal to socially conscious investors.

Expanding Advisory Networks: Building a more structured advisory program that provides a clear pathway for engagement, enhancing the mentor-mentee experience.

conclusion

Using the Goal-Directed Design methodology, Somo Africa effectively refined its programs and platform to address the distinct needs of investors, entrepreneurs, and advisors. This structured approach allowed Somo to create meaningful solutions that promote sustainable economic growth, drive community development, and increase social impact in East Africa.


By aligning services with user goals, Somo has positioned itself as a critical player in fostering entrepreneurship and economic empowerment in underserved communities.

future directions

To build on these findings, Somo Africa is exploring additional ways to support its stakeholders.

Enhancing Digital Accessibility: Expanding offline-friendly tools and localized resources to ensure all entrepreneurs can access Somo’s programs.

Strengthening Investor Relations: Continuing to develop CSR-focused narratives and transparent metrics to appeal to socially conscious investors.

Expanding Advisory Networks: Building a more structured advisory program that provides a clear pathway for engagement, enhancing the mentor-mentee experience.

conclusion

Using the Goal-Directed Design methodology, Somo Africa effectively refined its programs and platform to address the distinct needs of investors, entrepreneurs, and advisors. This structured approach allowed Somo to create meaningful solutions that promote sustainable economic growth, drive community development, and increase social impact in East Africa.


By aligning services with user goals, Somo has positioned itself as a critical player in fostering entrepreneurship and economic empowerment in underserved communities.

future directions

To build on these findings, Somo Africa is exploring additional ways to support its stakeholders.

Enhancing Digital Accessibility: Expanding offline-friendly tools and localized resources to ensure all entrepreneurs can access Somo’s programs.

Strengthening Investor Relations: Continuing to develop CSR-focused narratives and transparent metrics to appeal to socially conscious investors.

Expanding Advisory Networks: Building a more structured advisory program that provides a clear pathway for engagement, enhancing the mentor-mentee experience.

Copyright 2024 Miyya Cody

Instagram

LinkedIn