As digital commerce continues to transform the world, one question still lingers: Is technology truly universal? Can someone in Kampala, Nairobi, or Lagos use the same digital service as someone in New York or London  and experience the same ease, trust, and access?

This is my story –  a seemingly simple attempt to order items from a global US E-commerce platform after five years that turned into a user experience odyssey.

The User Story: An African Global E-Commerce Platform Shopper’s Journey

As an infrequent shopper based in Africa, my goal was straightforward:

“Log into my account, order items, and have them delivered to a friend in the US who would bring them to me during their next visit to Africa.”

Sounds simple, right?
Except, five years had passed since my last login.

Act 1: Locked Out of the Global Storefront

The first obstacle: password recovery.

I tried resetting my password, requesting a one-time password (OTP) via my international phone number  but the OTP never came through. I assumed it was because of my non-US number. I then switched to the email recovery option, which worked, but I still couldn’t reset the password successfully.

After multiple failed attempts, I gave up for the day only to discover that my wife, trying from her own account, faced the same OTP problem.

Three days later, by some digital miracle, the OTP finally arrived, and I could log in.
HOORAY! The account was back!

Act 2: The Checkout Challenge

I updated everything:

• Delivery address (to my US-based friend’s address)

• Billing address

• Payment card (the old one had expired)

• Subscribed to one of their services for faster shipping

Everything looked perfect.
Until my bank flagged the transaction as suspicious, sending me another OTP for authorization.
Moments later, I received a notification: Order canceled.

I checked my bank and there was no debit. Time was ticking. My friend was leaving the US soon. The delivery window was closing.

Act 3: Customer Service to the Rescue

I called Customer Support. The customer service representative was polite and helpful.
They explained that my account had been “locked” due to years of inactivity – a security measure. They removed the lock, assured me I could now place orders, and I tried again.

Some orders went through. Others didn’t.
Another round of canceled transactions. Another call.

This time, the rep explained that even after a lock is lifted, dormant accounts may still trigger additional security filters leading to repeated cancellations. Their advice?

“Create a new account. It will work better.”

Reluctantly, I did. And yes, it worked perfectly.

What I Liked

For all the frustration, there was a bright spot:
For high-value items, they required the receiver to provide an OTP before delivery – a smart, inclusive design that prevents parcel theft, a problem that plagued me while in the UK years ago. That’s thoughtful user experience design.

What I Didn’t Like

• Geographic Assumptions: The system seems designed for users in the US. If you’re abroad, expect multiple authentication failures.
• Discount Exclusion: Discounts weren’t applied because my VISA card was foreign, even though the card was valid for payment.
• 2FA Rigidity: OTPs should be flexible — sent to either email or phone reliably, not inconsistently.
• Workflow Gaps: Even after account reactivation, the system still blocked purchases.
• Forced Workarounds: Being told to “create a new account” to bypass a system lock felt… well, fraudulent.

Reflection: When Security Undermines Usability

Security is critical. But when it becomes so restrictive that legitimate users struggle to transact, it ceases to serve its purpose.

Too much security can create insecurity and worse, exclusion.

If usability testing includes users outside the US particularly those with international numbers or dormant accounts, these friction points may be resolved.

Key Takeaways

• Universal Design must include global realities and  not just global markets.

• Account recovery and 2FA must accommodate international users.

• Inclusion isn’t only physical accessibility but also digital access across geography, culture, and time.

• Security design must balance trust, usability, and flexibility.

• Dormant user scenarios deserve usability testing.

The Big Question

Is universal design possible without universal inclusion?

When systems are built assuming a single geography, currency, or identity norm, users outside that context like many in Africa are left out of the experience. And yet, they are part of the same digital ecosystem.

At QoDesign Dynamics, we believe inclusive design must move beyond compliance checklists and embrace context-aware design.
That means designing for the outlier, the occasional user, the returning customer, and yes – the African global E-commerce platform shopper.

If you’ve had similar experiences with “universal” platforms that somehow left you out, share your story. Together, we can shape the next frontier of Inclusive, Contextual, and Equitable Digital Design.