Ubongo is a Tanzanian social enterprise that creates interactive edutainment for learners in Africa, delivered to them via the technologies they already have. An important factor behind the success of Ubongo is a continuous human-centred design process and ‘design with the user’ approach – in this case the users are Tanzanian children aged 3–6 years and their parent.  Building user testing and rapid experimentation into the production process has allowed Ubongo to craft a product that is much more effective and engaging than if they were to simply create from prior knowledge and expertise. As this example shows, there can often be a big difference between the two.