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What Russians should think when designing for Danes
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What Russians should think when designing for Danes

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Thomas made this little presentation about how danes are compared to russians and they should think when designing for Danes for the 2012 UX Masterclass in Moscow

Thomas made this little presentation about how danes are compared to russians and they should think when designing for Danes for the 2012 UX Masterclass in Moscow

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  • Studies have ranked Danish people as “the happiest people in the world” (2006 and 2012 – World Happiness Record)They like to “hygge”Friendly, open and helpfulLove drinking beer
  • The cycling is the is the cheapest mean of transportation and Danes love biking. Therefore, Copenhagen is world famous for their biking culture.They say that there are more bycicles in Denmark than people.
  • HC Andersens fairy tales in russian: Русалочка (The litlle mermaid), Гадкий утеноk( The uglyduckling), Принцесса на горошинe ( The princess and the Pea), Маленькая девочка с спичеk (The littlegirl with the matchsticks)
  • The world famous building toys Lego are from Denmark.Lego- where the words come from?Lego = “leg godt” = play well (transl)

What Russians should think when designing for Danes Presentation Transcript

  • 1. AROUND THE WORLD DENMARK Thomas Visby Snitker Managing Director at SnitkerGroup 21 September 2012, MoscowFriday, October 5, 12
  • 2. Facts  about  Denmark Population: 5.500.000 Parliamentary constitutional monarchy Currency: Danish Kroner (18Dkk to 100Rub) Capital: København - КопенгагенFriday, October 5, 12
  • 3. The  Danes  Friday, October 5, 12
  • 4. Biking  -­‐  1950 -­‐ 2012Friday, October 5, 12
  • 5. Русалочка , Гадкий утеноk, Принцесса на горошинe, Маленькая девочка со спичкамиFriday, October 5, 12
  • 6. Leg  godt   -­‐ Играть  хорошоFriday, October 5, 12
  • 7. Comparison  of  Danes  and  Russians geert-­‐hofstede.com/russia.htmlFriday, October 5, 12
  • 8. PDI:  Power  distance  index • Fact;  all  individuals  in  socieTes  are  not  equal. • PDI:  how  the  less  powerful  expect  and  accept   that  power  is  distributed  unequally.   E.g.: • Danes  are  informal  and  want  to  be  equal.   • Danes  do  not  overtly  display  status  symbols.   • High-­‐status  Danes  are  not  “allowed”  to  show   their  status.Friday, October 5, 12
  • 9. IDV:  Individualism   (versus  CollecTvism) • IDV:  the  degree  of  interdependence  a  society   maintains  among  its  members.   E.g.: • Danes  are  individuals  first,  and  group  members   secondly. • Danes  will  leave  many  tasks  to  insTtuTons  (e.g.   the  government)  so  they  can  mind  their  own   business. • Personal  aspiraTons  and  gains  are  key.Friday, October 5, 12
  • 10. MAS:  Masculinity   (versus  Femininity) • MAS:  preference  in  society  for  achievement,   heroism,  asser;veness  and  material  reward  for   success  (not:  coopera;on,  modesty,  caring  for   the  weak  and  quality  of  life)   E.g.: • Danes  are  less  interested  in  winning  than  in   being.  Dominant  behaviour  is  not  accepted. • Success  is  quality  of  life,  work-­‐life  balance,  to   like  what  you  do,  being  modest.Friday, October 5, 12
  • 11. Uncertainty  avoidance • UAI:  the  future  can  never  be  known:  should  we   try  to  control  the  future  or  just  let  it  happen? E.g.: • Danes  are  naive  and  need  only  a  lidle  context   or  background  to  make  decisions,  and  not  a  lot   of  planning. • Danes  have  no  Tme  for  bureaucracy  and   adherence  to  protocol. • Danes  are  informal  and  show  no  respect  (and   expect  none).  Friday, October 5, 12
  • 12. Long-­‐term  orientaTon • LTO:  a  pragma;c  future-­‐oriented  perspec;ve  or   a  conven;onal  historical  short-­‐term  point  of   view. No  score  available  for  Russia. E.g.: • Danes  are  short-­‐sighted:  decisions  and  goals   relate  to  the  here-­‐and-­‐now,  with  no  concern   about  how  we  will  be  judged  by  our  grandsons   or  by  history.Friday, October 5, 12
  • 13. What  preferences  to  expect  when  you  meet   the  Danes • Sustainable  –  everything  green. • Equal  and  tolerant  –  fair,  for  all. • Shared  aspiraTons:   hygge,  ‘conviviality’,  веселость  ,  веселье  and     lykke,  ‘happiness’,  счастье   • Informal,  egoists,  disrespecqul.Friday, October 5, 12
  • 14. Welcome  to   Denmark  Friday, October 5, 12