Overview
Nigeria has one of the largest agricultural economies in Africa, yet millions struggle with food insecurity. The disconnect isn’t in production—it’s in access. Farmers grow food, but getting it to the right consumers at fair prices remains a challenge. The process is riddled with inefficiencies: middlemen inflate prices, fresh produce spoils due to poor logistics, and consumers are left paying more for less.
That’s where Prido comes in—a digital marketplace designed to bridge the gap between farmers and consumers, making fresh produce accessible and affordable. I joined the team to help design an intuitive, seamless platform that empowered farmers while making it effortless for users to shop directly from local markets.
My contribution
Product strategy
User research
Branding
Product design
The team
1 × Product manager
2 × Product designers
2 × Developers
Year
2021
The Challenge
Farmers needed a better way to reach customers. Consumers needed a more affordable and reliable way to buy fresh produce. But beyond that, there was an even bigger challenge: adoption. Many of our users weren’t tech-savvy. The traditional market experience—haggling over prices, inspecting produce, and buying in cash—was deeply ingrained. A digital solution had to feel familiar, trustworthy, and easy to use.
The goal wasn’t just to build another e-commerce platform. It was to create a marketplace that felt as natural as walking into a farmer’s market but with the convenience of a digital experience.
Understanding the Market
Before designing anything, I needed to understand how people actually bought food. I spent time studying markets—both physical and digital. I pored over Twitter threads where Nigerians discussed the frustration of rising food costs. I interviewed 10 consumers and 6 farmers to understand their biggest pain points.
The insights were clear:
Farmers struggled with pricing—Middlemen controlled costs, often leaving them with little profit.
Consumers felt disconnected—They wanted fresher, more affordable food but didn’t know how to access it.
Tech adoption was a hurdle—Many potential users had never ordered produce online before. The experience had to feel intuitive and low-risk.
Designing for Local Impact
Armed with these insights, I focused on designing an experience that mirrored the familiarity of physical markets while enhancing efficiency.
🔹 A frictionless onboarding – We simplified the signup process so that farmers could list their produce with just a few taps, and buyers could start shopping without confusion.
🔹 Localized navigation – The app was designed with familiar terminology and imagery, making it easy for users to browse, compare, and purchase produce.
🔹 Building trust – We integrated transparent pricing and direct farmer reviews to give users confidence in their purchases.
The key was making the platform feel approachable. It wasn’t just about functionality; it was about trust, ease, and habit formation.
Iterating, Refining, and Growing
We launched the beta in February 2022, allowing a small group of users to test the platform. Their feedback was invaluable. Some struggled with payment options, so we integrated a more flexible system. Others found the UI overwhelming, so we simplified key flows.
Every iteration brought us closer to a seamless marketplace. The impact?
✅ Developed the platform’s design system, reducing design and implementation time by 43%
✅ Spearheaded a team of 2 designers in building the MVP (a B2B inventory management and payment platform)
✅ Enhanced the onboarding experience for the Prido Harvest feature, increasing merchant activation rate by 25%
A Bigger Vision
Despite the founders relocating and effectively shutting down, Prido wasn’t just about selling food—it was about transforming access. Farmers had a direct line to customers, and people could finally buy fresh produce without breaking the bank. The marketplace was more than a digital storefront; it was a shift in how Nigerians sourced their food.
Technology alone doesn’t solve problems. Understanding people does. And by meeting them where they are, we helped them take a step toward something better.