Research & Insights

We conducted qualitative interviews with African creators, small business owners, and developers. Some powerful insights shaped our approach:

  • “Most of these AI tools don’t feel like they’re made for us.”Creators felt excluded.

  • “It’s always too technical, too cold.” Businesses struggled with jargon-heavy platforms.

  • “If I don’t trust the accuracy, I won’t even try it.” Trust was a dealbreaker.

We also mapped out competitor platforms like ElevenLabs and Descript. While polished, they lacked cultural resonance, and their positioning felt alienating for African users.

Steps we took

After getting our research in line, it was time to open our drawing board. First on the list was:

  1. Information Architecture

We mapped three clear user journeys:

  • Creators → wanted to dub, narrate, and tell stories in African languages.

  • Businesses → needed tools for customer voice interactions and automation.

  • Developers → required APIs that recognized African contexts.

2. Onboarding as Storytelling

Instead of overwhelming new users, onboarding told a story: “Here’s why Spitch exists, here’s how it helps you, and here’s how to start.” This narrative framing built clarity and trust from the start.

3. Designing the Studio

The Studio became the product’s heart, a space where creators, developers & businesses could explore voice packs, test outputs, and experiment freely. It blended playfulness with professional reliability.

4. Building Trust Signals

We embedded credibility throughout:

  • Case studies of early use cases.

  • Testimonials emphasizing clarity and cultural relevance.

  • Clear data privacy commitments and transparent feature descriptions. Bullet Points:Key Improvements

  • Simplified, modern user interface

  • Fully customizable workflows

  • Integrated communication tools

  • Visual, real-time analytics

Results and Impact

After the Spitch redesign, we were able to carve out a unique space in voice AI by centering African languages and accents, giving businesses a tool to truly connect with their audiences. This led to stronger customer trust, broader adoption across industries like fintech and media, and positioned Spitch as a market differentiator. The design work also enabled scalable APIs, opening new revenue streams and setting the foundation for long-term growth.

Have a project idea in mind? Let’s chat about how we can bring it to life— virtually, from anywhere in the world!

Have a project idea in mind? Let’s chat about how we can bring it to life— virtually, from anywhere in the world!

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