However, Google UX designers took a closer look at the needs and operating environment of Indian users and realized they were dealing with many situations where formal road names weren't available, or where users may have literacy issues or very different wayfinding habits. Landmarks, they discovered, play a critical role in orienting the traveler, and may be a more recognizable marker that indicates a turning point or correct progress--a gas pump , a seed store, a kiosk all may be better known markers of direction and distance than a formal road name (which may not be locally recognized) or distance traveled. The result is that Google has made these subtle but important changes to their text directions. It may also present a future opportunity to build a better database of locally important businesses and information nodes as it complies these marker points.