Laetitia Sfez, Research Director at intO, shares lessons from a multi-region authentication project, revealing the challenges of designing UX solutions for diverse cultural and technological landscapes, such as Bangladesh, Uzbekistan, and Indonesia, and emphasising the importance of balancing business goals with cultural nuances for effective, global UX.
In the world of UX design, solutions often appear flawless on paper. The flows are intuitive, the user journey seamless, and everything falls into place like clockwork. But the reality of users interacting with these designs in diverse, unpredictable environments often tells a different story. As a recent project reminded us, even the best UX design can fall apart when it meets the complexities of the real world.
The project involved building an authentication system for a large platform supporting many online accounts across various regions, each with vastly different user behaviours and technological landscapes. The goal was to create a new, frictionless, secure login process that would align with the company’s business objectives of increasing user trust and reducing fraud while minimising churn. On the surface, the existing UX flow was perfect—fast, simple, and user-centred. However, when putting the prototypes in the hands of users, it became apparent that the design did not account for cultural and technological landscape differences.
The challenge arose when this design was tested in regions such as Bangladesh, Uzbekistan, and Indonesia, where everyday technological limitations complicated what should have been a simple experience. In Bangladesh, many users lack consistent phone credit, making an authentication process that relies on mobile verification nearly impossible. This issue highlights that SMS or OTP methods may not always be feasible.
In Uzbekistan, multiple phones are shared among family members or left at home for safety reasons. This is a common practice, and the assumption that users will always have immediate access to a personal device introduces significant friction. The design faced similar challenges in Indonesia, where varying levels of trust in digital systems can impact the willingness to engage with authentication processes. Trust signals, such as using local language prompts or well-known local partners, could help build confidence in such regions.
This clash between the idealised design and real-world constraints highlights a crucial lesson: UX must be constantly re-evaluated in the context of business objectives and user realities. Designing user experiences in a vacuum, much like crafting something in a pristine lab environment, may look great at first. However, without early confrontation with the messy, tangible realities of life, the design risks becoming ineffective quickly.
Our project became a case study in balancing these tensions. It was not enough to create an aesthetically pleasing, user-friendly interface. The design had to meet the business need for secure authentication while accommodating the diverse cultural and technological practices of users across different regions. In Western environments, where systems are reliable and users trust their devices, the process worked seamlessly. However, in regions where phone sharing, limited access to devices, and a lack of trust in systems are common, the same UX introduced many barriers.
The takeaway is clear: UX designers must think beyond the screens and flows. Business priorities and user needs adjusted for contextual realities must always be part of the equation. Only by confronting the friction points that arise in real-world use can we create designs that not only work but thrive in the environments they are meant to serve.
This project serves as a reminder that building trust with users, especially in a global context, requires more than just good design. It demands that we constantly test, iterate, and adapt, ensuring that our UX solutions are as diverse and complex as the users they aim to support. As intO’s extensive global research experience shows, embracing local insights from different regions helps in crafting solutions that are truly user-centred, addressing diverse needs and behaviours across 50+ countries.
If you’re looking to navigate the complexities of global UX design and want to ensure your product resonates with users across diverse regions, intO’s expertise can guide you.
With our deep understanding of cultural nuances and technological landscapes, we help businesses create user-centred solutions that thrive in real-world environments. Get in touch with Laetitia Sfez intO’s Research Director, to learn more and discover how we can support your journey in creating truly inclusive and effective design experiences. [email protected]
Connect with Laetitia on LinkedIn here.
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