It’s a common story in today’s business world. A company builds a product an app, a website, a service and launches with great excitement. But instead of traction, they meet frustration. Users drop off. Sales stall. Support tickets pile up. The product works, technically but something’s missing.
For Youngdi Azomor, a seasoned design strategist and creative professional, the issue is almost always the same: experience was never part of the strategy.
“People think success is about having the right features or technology,” he says. “But what they overlook is how that product actually fits into someone’s life. Is it simple? Is it enjoyable? Does it make sense the first time you use it? These are the things that turn a functional product into a successful one.”
Azomor has made a career helping brands answer those questions. From Lagos to Accra, from startups to government agencies, he’s been behind the scenes, redesigning how people experience everything from fintech apps to walk in retail. His message is consistent: design isn’t decoration, it’s direction.
“It’s not just about the look of something,” he explains. “It’s about how people interact with it, how it solves their problems, and how it makes them feel in the process.”
That feeling, according to Azomor, is what today’s businesses must learn to design for because it’s what builds trust, loyalty, and value. “Whether you’re booking a flight, making a payment, or trying to get customer support, the experience is the brand. You can’t separate them anymore.”
And the financial implications? They’re real. Azomor points to countless examples where small changes like improving the flow of a sign up process or simplifying a service form led to dramatic increases in user engagement and sales.
“We’ve seen conversion rates double or triple just from rethinking the way users move through a journey,” he says. “We’ve seen customer support drop because people finally understand how to use the product. And we’ve seen brands grow because users actually enjoy coming back.”
But good design, he says, isn’t just about boosting metrics. It’s about building relationships. “At the end of the day, people want to feel understood,” Azomor says. “If your design communicates that you care if it shows that you’ve thought about their needs—you win their trust.”
That’s why empathy is central to his approach. Whether he’s designing a mobile interface, improving a retail checkout experience, or consulting on a public facing government service, his first step is always the same: understand the user.
“Who are they? What’s their pain point? What do they expect, and what will surprise them in a good way?” he asks. “That’s the foundation of real design thinking.”
It’s also why Azomor is a strong advocate for inclusive and accessible design. He’s quick to point out that many people especially the elderly, those with disabilities, or those living in low connectivity areas are often left behind by technology. “You can’t call your product modern if it only works for the elite,” he says. “Inclusive design is better for everyone. It’s not just ethical it’s smart business.”
Still, many organizations make the mistake of thinking design is something you apply after everything else is done. Azomor believes this is outdated thinking and costly.
“If you wait to think about design until the end, you’ve already built the wrong thing,” he says. “Design should be part of your core strategy from day one. It’s not a phase it’s a mindset.”
That mindset, he believes, is what separates the brands that last from the ones that fade. “Anyone can copy your product,” he says. “But no one can copy how people feel when they use it. That emotional edge that’s your competitive advantage.”
So, what’s his advice for founders, CEOs, or government leaders looking to make better products and services?
“Start small,” he says. “Watch how people interact with what you’ve built. Listen to them. Learn from their confusion or hesitation. And then fix it not for aesthetics, but for clarity and joy. Those small shifts in experience can completely transform your business.”
As our conversation wraps up, it’s clear that for Youngdi Azomor, design isn’t just about creativity. It’s about connection. It’s about making life smoother, fairer, more beautiful for everyone.
And in a noisy world where attention is fleeting, that kind of thoughtful, human centered design just might be the most valuable product a business can offer.
