As a WordPress Designer, I strive for perfection. I select the most responsive themes, configure the most reliable plugins, and ensure every line of CSS is polished. I build sites to run like well-oiled machines. But there is one variable even the best WordPress setup can’t control: The User.

One of the hardest conversations to have with a client is explaining that a reported “failure” isn’t a broken plugin or a theme error—it’s a user-generated website issue. It is difficult to explain that the WooCommerce checkout is functioning exactly as it should, but the person using it does not yet have the digital “muscle memory” to navigate it correctly.

This distinction is crucial, especially in a unique and rapidly developing digital market like Kenya.

The Digital Maturity Gap: UK vs. Kenya

To understand why this happens, we have to look at history.

If we look at the United Kingdom (or the US) about 10–15 years ago, the average consumer had already been using the internet for a decade. They had lived through the era of early Amazon. They knew what a “Shopping Cart” icon meant. They understood that you have to click “Next” after entering your address. By the time mobile browsing became dominant, they had already mastered desktop checkout flows.

In Kenya, the story is different. We have leapfrogged straight to mobile. For many Kenyans, their first interaction with the internet wasn’t a desktop computer in 2005; it was a smartphone in 2018.

This means we have a large population of users who are technically “online” but lack the deep, ingrained knowledge of e-commerce conventions. They are brilliant at using WhatsApp and TikTok, but a multi-step WooCommerce form is a completely new and intimidating language to them.

The “Broken” Checkout: A Kenyan Perspective

Let’s look at the classic example: The Checkout Process.

A client might call you in a panic: “Customers are saying they can’t buy! The website is broken!” You log into the WordPress dashboard. WooCommerce status is green. The payment gateway is active. So, what happened?

Here are common user-generated issues we face in Kenya that look like “bugs” but are actually digital literacy gaps:

• The “Billing Address” Confusion: In the West, everyone has a Zip Code and a house number. In Kenya, our address system is… flexible. A user sees the standard WooCommerce “Billing Address” fields and gets confused.
  • The User Error: They panic because they don’t have a P.O. Box, or they type “Near the big mango tree” into the Zip Code field, causing the validation to fail.
  • The Result: They abandon the cart, thinking the site rejected them.
• The M-Pesa Disconnect: We all love M-Pesa integration, but it introduces a unique friction point.
  • The User Error: The website triggers an STK push to their phone. The user stares at the website waiting for it to change, ignoring the vibration on their phone. Or, they accidentally press “Cancel” on their phone and then blame the website for “refusing their money.”
  • The Result: A “Failed” or “Pending Payment” status in your WooCommerce Orders list that the client thinks is a technical error.
• Fear of the “Sign Up” Button: New internet users are often suspicious of creating accounts.
  • The User Error: They see a prompt to “Create an Account” and assume it will cost money or steal their data. They look for a way around it, get frustrated, and leave.
  • The Result: High bounce rates on the My Account page.

How to Handle This as a WordPress Designer

So, how do we explain this to clients without sounding like we are making excuses?

1. Use the “1 vs. 100” Rule Explain it this way: “If 100 people try to buy and 100 fail, the plugin is broken. If 90 succeed and 10 fail, the plugin works, but the 10 people might need help.” This shifts the focus from “broken site” to “user support.”

2. Create “How-to-Buy” Video Guides Since many users are visual learners, suggest that the business owner create short, friendly “help” videos.

• The Strategy: Record a screen capture or a simple phone video showing exactly how to place an order.
• What to show: Show the cursor clicking “Add to Cart,” filling in the delivery details, and most importantly, show the M-Pesa payment prompt on the phone screen.
• Where to put it: We can embed this video right above the WooCommerce checkout shortcode with a label like “Stuck? Watch how to order here.” This acts like a digital shop assistant for first-time buyers.

3. Simplify the Fields (Localize It) We can use hooks or plugins to change the default language.

• Instead of “Billing Address,” change the label to “Where should we send the receipt?”
• Instead of just “Zip Code,” add placeholder text that says “(Enter 00100 if you are in Nairobi).”

4. Advocate for “Guest Checkout” Explain to your client that forcing people to register is a barrier. Go into WooCommerce Settings > Accounts & Privacy and ensure “Allow customers to place orders without an account” is checked. In Kenya, speed is key.

5. Design for “Thumb-First” Users Remember that many of these “errors” happen because users are on small Tecno or Infinix screens. Ensure your mobile theme settings are optimized so error messages are huge, red, and explain exactly what went wrong. Instead of “Invalid Input,” make the validation message say: “Please enter your phone number starting with 07…”

Conclusion

A WordPress site is a powerful tool, but like any tool, it requires a skilled operator. In Kenya, we are building for a population that is learning and adapting at lightning speed.

As designers, our job isn’t just to configure themes; it’s to build bridges. We have to bridge the gap between the logic of the database and the flexible, sometimes chaotic reality of a human user. When we understand that user-generated website issues are part of the growth process, we can stop fixing plugins that aren’t broken and start designing better experiences for the people who actually use them.