Baze - a digital entertainment platform delivering video, music, podcasts, live TV, radio, events, and creator content across mobile, web, and TV.
Safaricom set out to build more than a content platform. The ambition behind Baze was to move beyond traditional telco offerings and create a next-generation digital lifestyle ecosystem - one capable of unlocking Kenya’s creator economy while scaling across markets and devices.
From a UX perspective, the challenge was multi-layered:
Design for multiple user groups with distinct needs and motivations
Support diverse content formats within a single, coherent experience
Enable frictionless onboarding, discovery, and subscriptions
Integrate seamlessly with Safaricom’s broader ecosystem, including M-Pesa, Airtel, and Bonga Points
Build a system that could scale technically and experientially into future products such as gaming, education, commerce, and live events
The goal was to build a platform that can scale.
To design a user experience that:
Works intuitively for creators, consumers, and content partners
Makes content discovery effortless and personalized
Supports seamless onboarding and flexible monetization
Feels coherent across mobile, web, and TV
Lays a UX foundation capable of long-term scale and evolution
Big Bold Red partnered with Safaricom to lead UX research and experience design for Baze.
Our role included:
To strengthen Alpha Commercial Bank’s brand presence through creative work that:
We began by understanding what Baze needed to be for each user group. UX research and user stories defined how creators, consumers, and partners interact with the platform differently yet coexist within the same system.
Critical journeys were mapped and refined, including onboarding, content discovery, subscriptions, and playback. These journeys became the backbone of both the UI and the backend architecture.
The platform was designed around several key audience categories, with tailored flows and content logic supporting each group’s needs without fragmenting the experience.
Insights from UX directly informed the content partner management system ensuring creators and partners could be onboarded, managed, and scaled efficiently.
Interface requirements prioritized usability, performance, and responsiveness across mobile, web, and TV ensuring a coherent experience regardless of device.
The result was a robust, scalable platform foundation that delivered clear, measurable impact across growth, reach, and long-term expansion.
Clear, intuitive journeys from onboarding to engagement
Improved alignment between product, design, and engineering teams
A scalable UX foundation supporting flexible monetization and ecosystem integration
A platform experience capable of expanding into new content categories and markets
Safaricom Baze launched with a user experience designed for consumption and growth.
We are a creative technology studio that partners with organizations and brands to design, build, ship and grow digital platforms and experiences.
Big Bold Red Advertising Agency
4th Floor, Indigo Co-work Space
Nairobi, Kenya
+254 722 58 22 06
©2026 – Big Bold Red Advertising Agency. All rights reserved.
