Rita is working to expand a travel app into new markets in Southeast Asia. When considering how she should localise app design and payment methods, what should Rita do first?

Analysis of Correct Answer(s)

• Conduct market research: This is the correct first step. Before adapting an app for a new region like Southeast Asia, it's crucial to understand the local context. Market research provides essential insights into:
  • Cultural preferences that influence app design and user interface (UI).
  • Popular payment methods, which can vary significantly from market to market (e.g., local e-wallets, bank transfers).
  • Consumer behavior and expectations for a travel app in that specific region.
  • Local regulations and infrastructure.

Acting on data-driven insights from research is the foundation for a successful localization strategy, minimizing risks and maximizing the chances of adoption.

Analysis of Incorrect Options

• Initiate a full app rebuild: This is an extreme and costly action to take without any data. A rebuild may not even be necessary; localization often involves adapting existing features, not starting from scratch.
• Conduct competitor surveys: While a component of market research, this is too narrow as a first step. A comprehensive approach must also include direct user research to understand the target audience, not just what competitors are doing.
• Initiate a code freeze on app development: A code freeze stops development to stabilize a release. Implementing one before knowing what changes are needed is illogical. Development and planning for localization features should be based on the findings from market research.