Leading a design team in Africa is no small feat — it is both exhilarating and challenging, with the continent’s business landscape being as dynamic, diverse, and unpredictable as it is.
As someone who has thrived in this environment, I’ve learned that design leaders must prioritise clear communication, delegate effectively while staying hands-on when needed, foster collaboration, and embrace ethical leadership.
Balancing these elements allows design teams to navigate fast-evolving demands, cultural diversity, and a deep sense of social responsibility. Here’s how to guide your team through this whirlwind while delivering impactful, culturally relevant work.
Foster Clear Communication and Alignment
Clear communication is the foundation of effective leadership, particularly when managing a design team spread across different regions with varied cultural backgrounds and perspectives. Misunderstandings can easily arise, so it’s crucial to create a transparent communication framework where every team member understands their role and the broader project goals. Regular virtual meetings, check-ins, and open channels for feedback ensure that local market nuances are integrated into the project without losing sight of the overall vision.
At Farmcrowdy, I frequently encountered different communication styles depending on the region or customer segment we were working with. Whether we were engaging farmers in rural Nigeria or dealing with investors in Lagos, Abuja, or Port Harcourt, the need for a tailored approach was paramount. By establishing clear channels for real-time updates through platforms like WhatsApp, and holding transparent team meetings, we could keep everyone aligned and quickly adapt our solutions to meet regional requirements while maintaining focus on our goals.
Master Delegation and Technical Engagement
In a fast-paced environment, effective delegation is key to preventing bottlenecks and keeping projects on track. However, the unique demands of the African market often require leaders to strike a balance between delegating and being hands-on. As a design leader, you need to know when to step in and offer technical guidance or strategic oversight, without micromanaging your team. This balance empowers your team to take ownership of their tasks while ensuring that you remain connected to the core aspects of the project.
I experienced this firsthand during a product launch at Farmcrowdy. While delegation kept the project moving smoothly, there were moments when I had to jump into Figma to fine-tune a UI flow or personally ensure that our brand message was consistent across all channels. This hands-on approach, combined with strategic delegation, allowed us to stay agile and execute effectively even under tight timelines.
Encourage Collaboration and Cultural Sensitivity
Collaboration is the lifeblood of innovation, particularly in a continent as culturally rich and diverse as Africa. African cultures have always emphasised community and collective success — a powerful advantage for design teams. Encouraging collaboration among team members with different perspectives fosters creativity and leads to more innovative design solutions. As a leader, you need to promote an inclusive environment where everyone’s voice is valued, while also ensuring that the final designs resonate with the cultural contexts of the target audience.
In 2019, while leading a design sprint focused on cocoa production in West Africa, I insisted on incorporating as wide a collaborator base as possible. This led to insightful one-on-one sessions with cocoa value chain experts from over six different countries in West Africa and Europe. Furthermore, by integrating local storytelling traditions into our activities, we were able to create solutions that were not only functional but also culturally relevant. This cross-cultural collaboration allowed us to better understand the communities we were designing for, leading to more impactful and meaningful output.
Lead with Ethical Leadership and Social Responsibility
Africa’s social and economic landscape requires design leaders to place ethical decision-making and social responsibility at the forefront of their work. Design is not just about aesthetics or functionality — it’s about making a positive impact on society. Leading with empathy and ensuring that every design decision takes into account the broader societal implications is essential in this context.
At Farmcrowdy, our goal was always to serve both smallholder farmers and the larger agricultural ecosystem. This meant integrating sustainability and accessibility into our designs. One example was the creation of the Grainpoint Farmer Management App, a digital platform where farmers could access essential inputs. We also introduced farm updates through periodic video and image reports, allowing our community to see the value chain in action. In addition, we organised in-person farm tours that took investors and potential farmers to farms across the country, further reinforcing the connection between our users and the agricultural process. By embedding these principles into our design process, we not only met business objectives but also contributed to uplifting rural communities.
As a design leader, it’s crucial to instil this same commitment to social responsibility within your team. Encourage discussions around sustainability, accessibility, and the long-term social impact of your projects. When teams see the positive influence of their work on the communities they serve, it fosters a sense of purpose and motivates them to create meaningful, responsible designs.
Final Thoughts
Leading a design team in Africa requires a unique blend of technical expertise, cultural sensitivity, resilience, empathy, and a commitment to innovation and social responsibility. By embracing diverse backgrounds, fostering open communication, mastering delegation, encouraging collaboration, and prioritising social responsibility, design leaders can navigate the complexities of the African business landscape while delivering work that not only meets market demands but also positively impacts communities. The journey can be challenging, yet incredibly rewarding.
Now, I’d love to hear from you — what’s the toughest part of leading a team in your experience? Let’s discuss in the comments.
