Nigeria is a country full of diverse cultures and regions, with over 500 languages and 300 ethnic groups, each with a rich cultural heritage that spans generations. This diversity makes Nigeria an intriguing place for human-centered design research.

In my nine years of conducting contextual research in Northern Nigeria, where I also live, I have developed a deep understanding of how people think and behave in that part of the country. However, traveling to Southern Nigeria for research not only broadened my perspective but also provided new insights into how differently people in the southern region live their daily lives.

In this article, I’ll share what I’ve discovered and how the differences between these two regions affects human-centered research.

Understanding the Cultural Context of Human-Centered Design Research in Nigeria

Northern Nigeria has unique characteristics shaped by its predominant Hausa-Fulani culture, rich Islamic traditions, and a semi-arid climate. Culture, tradition, and religion deeply influence the region’s context, impacting everything from dress codes and gender relations to daily routines and interactions. For instance, the intense and arid air along with the dry heat affects people’s clothing choices, cooling preferences, and transportation methods.

The rich soil and climate also produce an abundance of crops like rice, grains, bell peppers, scotch bonnets, onions, tomatoes, and more, making these staples affordable. Traditional practices also influence how people interact with technology and access information. These factors contribute to the mindset, dispositions, and daily routines of the people, ultimately influencing how they engage with researchers.

Contrasting the Fast-Paced Southern Nigeria

In the north, traditional values and less developed infrastructure often necessitate adaptations in user-centered design methods. For instance, researchers are expected to adapt to local ways of life, including dressing and social interactions. Human-centered design research plays a significant role in determining the success of research in the north. Participants expect researchers to speak their local languages and understand their lifestyle. Miscommunication or cultural insensitivity can impact the quality and accuracy of data collected, making user-centered design techniques like language fluency and cultural understanding critical for effective research.

Another interesting thing to note about northern Nigeria is that people generally take their time with everything. They’re not in a hurry, so you’ll often find that businesses don’t open early in the morning. This slower pace is part of their way of life and often reflects how they approach daily activities.

This is in sharp contrast to Southern Nigeria. When I traveled for field research to Port Harcourt and Lagos, the cities were buzzing with cultural diversity and operated at a much faster pace. It seemed like every place was steeped in a modern amenity or an innovative rendition of a modern amenity. The tropical, rainy climate is a world apart from the north’s dry, arid heat.

Here, people are generally social and more open to engaging with researchers, regardless of gender. It was eye-opening to see how easily female participants discuss sensitive topics like reproductive and sexual health with male researchers, a stark difference from what I’ve witnessed up north, where women won’t even speak about these things if there’s a male in sight. These regional differences have taught me a lot about adapting to various cultural expectations and how they shape interactions and data collection in human-centered design research.

The Role of Culture in Human-Centered Design

Cultural influences deeply shape the way users engage with researchers. In northern Nigeria, where traditional and Islamic values are deeply embedded, interactions can be quite reserved. People often hold conservative views, which means they may prefer to avoid collaborating with researchers of the opposite sex. As a result, I realized it’s crucial to approach these interactions with a strong sense of respect and cultural sensitivity, always keeping modesty and community values at the forefront of my approach.

On the flip side, in Southern Nigeria, the dynamic blend of ethnic backgrounds and the fast- paced urban lifestyle bring a different set of expectations. Here, the participants engage better with researchers who are amiable and are able to make them feel comfortable, regardless of their gender, how they dress, or even language (most people speak and understand the national Pidgin English). This means that in the southern region, I need to be more attuned to the diverse and vibrant cultural fabric, adapting my methods to meet the higher expectations for interaction and involvement.

Applying Human-Centered Design Strategies across Diverse Nigerian Contexts

My experiences in both cases are a reminder of how rich and varied the Nigerian culture is. Keeping this in mind helps researchers like me to be respectful and attuned to local customs and especially the indigenes when conducting research. Understanding and respecting these cultural nuances helps me build better connections and ensures that the way I approach my research work is both effective as well as considerate of the local contexts where I work.