FreeBnB was meant for a global audience right from the beginning. Our past experience had been that customers prefer apps that acknowledge their cultural characteristics. Given the app’s global target, we had to understand the cultural nuances and travel preferences across various geographies. This way, we had a greater understanding of our target user base, and we could empathize with the users and their specific use cases. Each design decision had to pass through the checklist of, “How will persona ‘X’ perceive this”, and as when we had something concrete, we validated with our pre-selected potential users. The end result was a great visual design and a seamless user experience.