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?

Before localizing her app’s design and payment options, Rita should begin with thorough market research to understand regional preferences and user expectations.

• Conduct competitor surveys.
• Initiate a full app rebuild.
• Initiate a code freeze on app development.
• Conduct market research.

Explanation:
Before localizing her app’s design and payment methods for Southeast Asian markets, Rita must begin with thorough market research. Each country in the region has distinct cultural nuances, preferred payment methods (such as e-wallets or bank transfers), device usage trends, and varying levels of connectivity. Skipping this step would risk basing localization on assumptions, leading to poor user adoption.

Effective research will help Rita understand local design preferences, language variations, UX expectations, and competitive landscape. Once she identifies the target markets, she can then tailor the app experience—its look, feel, tone, and functionality—to align with local behaviors and preferences. This approach significantly improves the chances of user engagement and long-term success.