Designing for the Global Majority: Considerations for Non-Western Audiences

As designers, we often operate with an unspoken default: a user who is Western, educated, and accesses the internet from a high-powered device. But what if our “default” user is actually the minority?

The term “Global Majority” reframes our perspective. It refers to the billions of people in Asia, Africa, Latin America, and the Middle East who represent the vast majority of the world’s population and its future internet users. Designing for them isn’t a niche consideration; it’s the next frontier of inclusive and impactful design.

Shifting our mindset from a Western-centric view to a global one requires more than just translation. It demands a deep dive into cultural context, technological constraints, and different behavioral patterns. Here are key considerations for designing for the Global Majority.

1. The Primacy of Mobile-First (Literally)

For many in the Global Majority, a smartphone isn’t just a convenient device; it’s their primary, and often only, portal to the internet. The concept of “desktop-first” is irrelevant.

• Design for Thumbs: Navigation must be thumb-friendly, with key interactive elements placed within easy reach. Think of the ubiquitous bottom navigation bar—it’s a pattern that works globally for a reason.
• Data is a Precious Resource: Heavy images, auto-playing videos, and large file sizes aren’t just annoying; they are cost-prohibitive and can make your product unusable. Prioritize performance, lazy loading, and offer “lite” modes or simplified versions.
• Offline Functionality: Connectivity can be intermittent. Can your app perform core functions without a signal? Can content be downloaded for later? This isn’t a premium feature; it’s a necessity.

2. Beyond Translation: The Nuances of Localization

Translating text is the bare minimum. True localization adapts the entire user experience to a local culture.

• Color and Symbolism: In the West, white signifies purity; in some parts of Asia, it’s associated with mourning. Red can mean danger or love in the West, but it symbolizes prosperity and good fortune in China. Icons can be equally tricky. A “star” for favorites or a “thumbs up” may not be universally recognized.
• Content and Imagery: Use locally relevant imagery, names, and scenarios. A financial app should showcase local currency and payment methods (like Kenya’s M-Pesa or India’s UPI). An e-commerce site should feature models and settings that its users can relate to.
• Formats and Conventions: Dates (DD/MM/YYYY vs. MM/DD/YYYY), time (12-hour vs. 24-hour clock), number formatting (1,000.50 vs. 1.000,50), and address fields must adapt to local standards. Forcing a user to fit a Western format creates friction and errors.

3. Rethinking Typography and Hierarchy

The Latin alphabet is not the global standard. Designing for languages like Arabic (which is read right-to-left) or Mandarin (which uses character-based logograms) requires a fundamental rethinking of layout.

• RTL (Right-to-Left) Support: For languages like Arabic, Hebrew, and Farsi, the entire interface must mirror itself. Navigation moves to the right, icons flip, and the flow of information is reversed. This isn’t an afterthought; it must be built into the design system from the start.
• Font Legibility: Non-Latin scripts require specific, well-hinted fonts to remain legible at small sizes on diverse screen qualities. A beautiful thin font may look elegant on a Retina display but turn into an unreadable blob on a budget phone.
• Text Expansion: Translated text can be significantly longer or shorter than the English original. Your UI must be flexible enough to handle this without breaking. A button that perfectly fits “Submit” might not fit the German “Abschicken.”

4. Embracing Diverse Payment and Identity Systems

The “Sign in with Google” or “Pay with PayPal” paradigm doesn’t hold everywhere.

• Payment Methods: In many countries, cash-on-delivery, local bank transfers, and mobile money are the norms. Integrating these options is not optional; it’s critical for conversion.
• Identity Verification: Phone numbers are often a more universal identifier than email addresses. In India, the Aadhaar digital identity system is a key player. Design your login and sign-up flows to accommodate these local standards.

5. Culturally Appropriate UX Patterns

How we interact with technology is shaped by our culture.

• Privacy and Sharing: Attitudes towards privacy and what is considered “public” information can vary greatly. A feature that encourages sharing with a wide social circle in the U.S. might feel invasive in a culture that values more private, close-knit networks.
• Tone of Voice: A direct, informal tone common in Western apps might be perceived as rude or disrespectful in cultures that value formality and hierarchy. The writing in your UI must reflect local communication styles.

A Call for Humility and Curiosity

Designing for the Global Majority is not about “dumbing down” Western products. It’s about practicing humility, acknowledging that our own experiences are not universal, and embracing a spirit of curiosity.

How to start?

1. Conduct Local User Research: If you can’t travel, partner with local researchers or use remote testing tools with a global reach. Listen more than you assume.
2. Build a Diverse Team: The most effective way to build inclusive products is to include diverse perspectives in the creation process.
3. Audit Your Design System: Scrutinize your components for cultural bias. Are they flexible enough for RTL? Do your color choices have positive connotations everywhere you operate?

By designing for the Global Majority, we stop building for a hypothetical default and start creating for the rich, diverse, and dynamic reality of our world. It’s not just good ethics; it’s excellent business and the future of truly human-centered design.