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Robusta Studio's Design Manager, Noha Asal, on the cultural, linguistic, and AI-native UX considerations that make or break digital products in the MENA region — updated with 2026 context.
Robusta Studio is RTG's digital agency arm, responsible for building customer engagement tools and apps that help businesses grow. Design Manager Noha Asal has a lot to say about application design and the considerations that go into building world-class solutions for MENA region businesses. With the rise of AI-native design patterns and emerging accessibility regulations across the region, her insights remain foundational — and more relevant than ever.
Designing for diverse MENA-region businesses involves navigating cultural and linguistic differences while understanding varied user behaviors. Key challenges include respecting local customs, ensuring proper language localization, and designing for differences in cultural aesthetics — some markets favor modern minimalism while others prefer traditional visual richness. In 2026, RTG also designs for Arabic voice interfaces, understanding how users expect to interact with AI in their native language. This means designing not just visual hierarchies, but conversational flows that feel natural in Arabic dialects. It also means understanding regional users' expectations of AI-assisted features — what they think AI can do, and how design should set and meet those expectations.
We prioritize simplicity: clean and minimal layouts that enhance user experience, ensure easy navigation, and help users focus on products without distractions. Visual elements guide users while keeping the interface clutter-free. In 2026, this principle extends to AI-powered interfaces. When e-commerce sites integrate AI shopping assistants or recommendation engines, the design must make AI's role clear without overwhelming users. A well-designed 'AI is thinking' state, clear explanations of why a product is recommended, and easy override options are now essential ingredients of good e-commerce UX. Mobile optimization increasingly includes voice and conversational interfaces — a significant portion of MENA e-commerce traffic now comes from WhatsApp, SMS, and voice-enabled shopping. Cross-channel consistency across text chat, voice, and mobile web is no longer a luxury — it's essential.
User research starts with surveys, interviews, and observation to understand needs, behaviors, and pain points. Insights inform user personas, user flows, and mid-fidelity wireframes for validation. In 2026, research also includes understanding how people expect to interact with AI: Do users trust AI recommendations? Do they understand why an AI suggested a product? What happens if they override an AI decision? These questions shape how RTG designs AI-integrated experiences. Benchmarking through competitive analysis helps avoid usability issues. Testing with mid-fidelity prototypes uncovers issues early. Increasingly, accessibility compliance is tested early and often — WCAG 2.1 AA is becoming the baseline expectation in MENA, driven by regulatory pressure in Saudi Arabia and the UAE.
Digital accessibility creates a barrier-free opportunity to interact with platforms, fostering inclusivity. RTG's approach: multiple content formats (transcripts, subtitles, screen reader compatibility, keyboard navigation); high color contrast; descriptive CTA labels; simple interactions for motor-challenged users; and dyslexia-friendly layouts (left-aligned text, consistent layouts, images alongside text). In 2026, accessibility must also account for AI interactions — providing non-AI alternatives, clear AI disclosures, transparent and explainable AI outputs, and testing with assistive technologies. RTG stays current through weekly design mindfulness sessions, participation in AI interaction design communities, and experimentation with AI-powered design assistants that generate component variants and user flow suggestions.
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