Language and tone of the text itself is crucial, and play a huge role in how the user interacts with the information. Countries that speak the same language can still differ in terms of the dialect and tone they might prefer, so making informed lexical choices is vital for connecting with a certain audience.
With regard to more format-based elements of UX design, designers should consider things like how dates and measurements are formatted in different countries and whether the direction of the text is left to right, or vice versa. The same goes for time zones and notification timings: UX designers need to consider where users are and when push notifications are most likely to be effective. For example, sending notifications to users while they’re sleeping or on their daily commute could result in the opposite effect of what companies are looking to achieve, by forcing users to delete the app due to notifications at inconvenient times.
Finally, there’s little point in putting all this effort into adapting language and format to fit a certain culture if the app features themselves are irrelevant or feel inaccessible to that population. It’s crucial that companies fully evaluate the need and impact of their product and how well it fits into local needs and preferences. If this means changing or adding to it, then so be it.
Just take a look at Uber: In countries with a heavily cash-based economy, drivers accept cash payments, and the ride-sharing platform even offers boat rides in Istanbul, where people often avoid traffic by travelling on water.