A product that works well in London or Lagos can fail in Bolgatanga. The reason is rarely the technology. It is the habits, trust and constraints of the people using it. Employers want product people who understand the local market, so this context is a real job skill.
Mobile money is the default wallet
For many Ghanaians, mobile money is the main way to send, receive and store money. People are used to approving payments with a PIN prompt, checking a confirmation SMS, and cashing out with an agent. A product that only accepts cards shuts out a large group of customers. A product that takes MoMo but sends no clear confirmation makes people nervous.
USSD and feature phones
Not everyone has a smartphone or data. USSD menus (the short codes starting with a star) work on any phone without internet. They are limited: short text, a few options per screen, and a session that times out. Many serious services offer both an app and a USSD route so nobody is left out.
WhatsApp is where people already are
Churches, schools, traders and farmer groups organise on WhatsApp. Asking people to download yet another app is a big request when data costs money and phone storage is full. Some of the best first versions of products in Ghana are simply a WhatsApp number backed by a spreadsheet.
Agents and trusted people
Mobile money agents, susu collectors, extension officers and community leaders help others use services. People often trust a known person more than an app. Products that work with these people, rather than around them, tend to spread faster.