Project: Ugandan Asset Financing Research

Location: Northern Uganda

My Role: Research Lead/Strategist hired by Mighty Ally

Duration: 1.5 months (for research)

Scope: ​

  • Landscape Analysis (SWOT & Competitive Set)

  • Insight Generation

  • Partner/Collaborator Vision


The Challenge

  • An successful organization focused on improving livelihoods and incomes for rural Ugandan farmers by equipping them with tools and agricultural assets sought a growth plan and brand re-positioning.

  • They hoped to scale: growing to new markets with existing product offerings, and/or by meet the evolving product needs of their customers who had outgrown the organization's flagship product.

The Research


  • To understand the organization's unique position in the market based on end users, distribution model, credit lending approach and product offerings.

  • We considered our strengths and differentiators in relation to competitors and potential partners, which ranged from other asset providers to NGOs and microfinance groups.

The thorough internal and market analysis culminated in insights around the organization's potential approaches to growth, financial sustainability and continued impact. As the product assortment grew beyond initial offerings, a new name and brand were established. 


The Design

  • Focused on an in-store experience that inspires curiosity, guides understanding and motivates engagement with product, we designed twelve concepts. Higher-fidelity prototypes, including the concept below, were created by the internal design team.

The Outcomes


  • As the product assortment grew beyond initial offerings, a new name and brand were established.