Designing for Mobile-First Users in Emerging Markets

A young woman sits outside a small café in Lagos, scrolling through her phone. She’s searching for a job, messaging friends, and reading the news—all on a simple Android device with an unpredictable internet connection. In another part of the world, a farmer in rural India looks up weather updates on his mobile before deciding when to harvest. Across the globe, billions of people like them rely on their phones as their primary—often only—gateway to the internet.

For many in emerging markets, the mobile phone is not just a tool—it’s their entire digital world. Laptops and desktops are rare, but smartphones are abundant. This presents both an opportunity and a challenge for those designing digital products. How do you build for people whose only experience of the internet is through a small screen, unstable networks, and sometimes limited literacy?

The Myth of the Latest iPhone

When we think about mobile design, the sleek, powerful phones of Silicon Valley may come to mind. But in emerging markets, top-tier devices are the exception, not the rule. Many people use older, slower smartphones with limited storage and data. A single app update might mean choosing between keeping an important document or downloading the latest version.

Battery life is precious. Every megabyte matters. Some users rely on public Wi-Fi because mobile data costs too much. In places where electricity is unreliable, a phone charge must last all day. If an app drains battery too quickly, it won’t stay on the phone for long.

For designers and developers, this changes everything. The priority is not just sleek aesthetics or cutting-edge features. It’s about making sure an app loads quickly, works on low-end devices, and doesn’t demand too much from a user who has little to spare.

The Realities of a Patchy Connection

In cities like London or New York, buffering videos and slow-loading pages are an annoyance. In emerging markets, they can mean lost opportunities. Imagine applying for a job, making a payment, or learning something important—only for the app to crash because of a weak connection.

Many users rely on 2G or 3G networks, especially outside city centres. Some switch their mobile data on only when absolutely necessary. A website or app that assumes constant, high-speed internet will fail these users.

To design well for them, products must work offline where possible. Content should be light, caching should be smart, and downloads should be optional. A heavy website is more than an inconvenience—it’s exclusionary.

Text Over Clicks

Typing on a small touch screen is frustrating. For someone who speaks English as a second or third language, it’s even harder. Navigating an app should not feel like an exam.

This is why easy, minimal input matters. Drop-down lists, auto-suggestions, and voice inputs can help. The fewer clicks, the better.

In many places, people are more comfortable with audio or video than long blocks of text. This is not about literacy alone—it’s about habits shaped by culture and environment. A UX designer in Nairobi once explained it well: “You have to design as if people are in a hurry, distracted, and using one hand while carrying something with the other.”

Trust and Skepticism

Many in emerging markets have grown up knowing that scams are everywhere. Trust in institutions, companies, or even digital payments is not automatic. If an app asks for too much information upfront, users hesitate. If a website is cluttered with pop-ups, it looks suspicious.

Building trust begins with simplicity. Clear language. No hidden costs. Visual cues that show security, like familiar payment logos or local endorsements. A well-designed app respects the fact that trust is earned, not assumed.

Designing for Familiarity

It’s easy to assume that Western design trends are universal—but they’re not. In some cultures, people prefer bright, colourful designs instead of minimalist layouts. Some expect multiple navigation options rather than a single menu.

A product feels intuitive when it builds on what people already know. This might mean designing for WhatsApp-style interactions, since WhatsApp is often more familiar than email. Or ensuring that payment methods match local habits—like cash-on-delivery options for e-commerce.

It’s about meeting users where they are, not forcing them to adapt to foreign digital habits.

The Social Internet

For many, the internet is not a separate entity—it is primarily social. Facebook, WhatsApp, and TikTok are often the main entry points. This shapes how people interact with digital products. If a business or service isn’t accessible through these platforms, it might as well not exist.

This means designing with social media integration in mind—allowing easy sharing, customer service via chat apps, and authentication through widely used platforms. In some cases, a light, fast experience within a chat app can be more effective than a standalone app or website.

Learning From Those Who Use Less but Need More

There’s wisdom in scarcity. People who use mobile internet in emerging markets often make careful choices about which apps to download, which sites to visit, and what information to consume.

For those designing for them, this forces a focus on what truly matters. It’s not about adding more features—it’s about refining the essentials. A well-designed product does not make users work to understand it; it adapts to their lives, limitations, and realities.

Perhaps the best way to design for these users is not to assume we know what they need, but to ask them. The best insights don’t come from data alone, but from real conversations with those who live in the world we are designing for.

In the end, designing for mobile-first users in emerging markets is not about charity or compromise. It’s about intelligence and empathy. And if done right, it can create innovations that serve not just billions in emerging markets, but users everywhere.