This paper explores the relationship between culture and human-centred design in Botswana, a
topic on which there is little previous research. The paper develops a framework of cultural
analysis, comparing traditional with contemporary variables in order to develop a set of core
variables that can be applicable to product design. Content analysis methodology was used to
extract traditional variables from Botswana folktales, and qualitative data analysis methods were
used to analyse contemporary variables. The results indicated that there is more emphasis on
non-material than material variables. The paper concludes with a discussion of how to develop
cultural strategies that will improve the potential of using human-centred design approach as the
key to designing culturally sensitive products.