Facing trust: What Nigerians taught Meta Novi about video selfies and digital security
A deep dive into user trust, privacy perceptions, and the real-world usability of identity verification in emerging markets.
The challenge
When Meta Novi approached us to explore the usability of their updated video selfie feature in Nigeria, we knew this wasn't just a design test; it was a trust test.
For Novi, video selfies play a crucial role in maintaining a secure platform and protecting users from identity fraud. But in markets like Nigeria, where digital literacy, security norms, and device experiences vary widely, even small design changes can have an outsized impact.
Our goal
"Uncover whether users could clearly understand the new flow, feel confident completing it, and trust what was happening to their data."
Our approach
We conducted 12 in-depth interviews (IDIs) with a diverse group of Nigerian users, focusing on those who use smartphones for financial and identity-related tasks.
Each session was designed to do two things:
1
Observe interactions
How participants interacted with the new video selfie flow.
2
Explore perceptions
Dig deeper into their feelings and perceptions about privacy, security, and control, both in-app and on their devices more broadly.
By combining usability testing with exploratory conversations, we were able to surface both visible friction and invisible fears.
Key insights
Clarity counts
While most users could technically complete the flow, not everyone understood why they were doing it. This created moments of hesitation that could lead to drop-off, especially among lower-confidence users.
Privacy is personal
Participants expressed nuanced views about security; many were wary of facial data being stored or misused, even when they understood the safety benefits. Handset-level concerns (like gallery access or third-party apps) added another layer of unease.
Camera confidence varies
Users with lower-end phones sometimes struggled with camera alignment and lighting, making the experience feel "judgy" or prone to fail. This affects the perceived fairness of the system.
Language & tone matter
Subtle shifts in how instructions were worded made a noticeable difference in perceived friendliness and trustworthiness. Participants preferred plain, direct language that didn't feel robotic or overly technical.
Why this matters
For platforms like Novi, success hinges not just on functionality but on perception. In a digital landscape where fraud is real and trust is earned, every tap, every word, and every moment matters.
Pinpoint critical improvements to the selfie flow to reduce drop-offs
Shape privacy messaging that better aligns with user concerns
Identify opportunities to improve accessibility across devices
Looking ahead
As Novi continues to expand across emerging markets, investing in culturally grounded UX research like this will be key to ensuring every user, regardless of device, digital literacy, or security mindset, can onboard with confidence.
In markets like Nigeria, trust isn't just built into the system. Instead, it's earned through experience.
Let's talk UX
Have you tested your security flows in-market? What would your users say about trust and privacy in your product? Let's connect: www.mantaray.africa.