A lot of focus has been spent by organizations like Google to encourage developers to target audiences around the world who're coming online for the first time. Most of these users tend to come online using a smartphone and are from developing countries like India, Indonesia, Africa, etc. However, while best practices are being shared on the technical front, there's a significant lack of understanding of what design patterns work and what doesn't for these audiences. The talk is the result of research that I'm conducting in various parts of India, talking with people who speak a wide variety of languages, come from different socio-economic backgrounds and, ultimately, use their smartphones for different things.