Understanding different - Contextualising global user experience insights

1,482 views
1,381 views

Published on

Prezentacja Neila Pawley'a z FoolProof w ramach World Usability Day 2011 we Wrocławiu

Published in: Business, Economy & Finance
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,482
On SlideShare
0
From Embeds
0
Number of Embeds
437
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Understanding different - Contextualising global user experience insights

  1. 1. Understanding differentContextualising global user experience insights 17.11.2011
  2. 2. Contents • Differences or similarities • Research options • Cherry picking Hofstede • 5 lessons learnt © 2011 Foolproof Limited 2
  3. 3. Cultural differencePeople from different cultures: • Perceive things in a different manner • Have different ideals and stereotypes • Have different tastes, attitudes, life cycles, customs and rituals © 2011 Foolproof Limited 3
  4. 4. Core contextual truthsSome things are the same wherever you go • Online aware but non technical • Consumers are time poor • Prioritising requirements is sometimes difficult • Increased propensity to transact online • Convenience main driver of online use • Security and trust are essential • Multi-modal browsing becoming the norm for many markets © 2011 Foolproof Limited 4
  5. 5. Shared experience arising fromnew technology will overshadowlocal values and lead toconsumers around the globe todesire standardisation. Theodore Levitt © 2011 Foolproof Limited 5
  6. 6. 80 : : 20 © 2011 Foolproof Limited 6
  7. 7. 4 options for international research 1. Travel to foreign country yourself 2. Run the research remotely 3. Hire a local consultant to run research 4. Have staff from local branch conduct research © 2011 Foolproof Limited 7
  8. 8. Hofstede - Cultural dimensionsWhy should interviews and reactions differbetween Sao Paulo and London • Power / distance • Individualism / collectivism • Masculine / feminism • Uncertainty avoidance • Long / short termism © 2011 Foolproof Limited 8
  9. 9. Power / distance High Low China . . . . . . 80 USA . . . . . . 40 UAE . . . . . . 80 Australia . . . . 36 Iraq . . . . . . 80 UK . . . . . . 35 Brazil . . . . . . 69 © 2011 Foolproof Limited 9
  10. 10. Individualism / collectivism High Low US . . . . . . 90 UAE . . . . . . 38 Australia . . . . 90 Iraq . . . . . . 38 UK . . . . . . 89 Brazil . . . . . . 38 China . . . . . . 20 © 2011 Foolproof Limited 10
  11. 11. Uncertainty avoidance High Low Japan . . . . . . 92 UK . . . . . . 35 S America . . 80 Hong Kong . . 29 Germany . . . . 65 Denmark . . . . 23 Singapore . . . 8 © 2011 Foolproof Limited 11
  12. 12. Technology innovations are anextension of the self allowing usto do more of what we alreadydo, more efficiently. Marshall McLuhan © 2011 Foolproof Limited 12
  13. 13. 1. Select location carefully © 2011 Foolproof Limited 13
  14. 14. How many countries are ideal?All the countries that the client operates in • HSBC have business account operations in 57 countriesPracticality dictates cherry pickingNeilson suggests one in each region • 13 countries in ASP alone • How do you find the right ones? • Is Hong Kong the same as Hanoi? • Is Taiwan the same as Singapore? © 2011 Foolproof Limited 14
  15. 15. Brazil India China Russia USA Land mass Land mass Land mass Land mass Land mass8,511,965 sq km 3,287,590 sq km 9,996,960 sq km 17,075,400 sq km 9,629,091 sq km Population Population Population Population Population 193,000,000 1,211,000,000 1,340,000,000 141,000,000 305,000,000 Languages Ethnic groups Languages States 22 56 27 50 © 2011 Foolproof Limited 15
  16. 16. Soft drink colloquialism in the US Pop Coke Soda Other © 2011 Foolproof Limited 16
  17. 17. 3. Methodology & informed moderation © 2011 Foolproof Limited 17
  18. 18. Methodology © 2011 Foolproof Limited 18
  19. 19. Reduced disclosure © 2011 Foolproof Limited 19
  20. 20. Silence is golden © 2011 Foolproof Limited 20
  21. 21. Direct Indirect Precise Elaborate Keep it simple & quick Respect Reduce emotion Whites of the eyes Less is more Rich & expressive Remote can be easier Body languageConflicting styles © 2011 Foolproof Limited 21
  22. 22. 2. Understanding context © 2011 Foolproof Limited 22
  23. 23. Introducing a security token © 2011 Foolproof Limited 23
  24. 24. Why ? © 2011 Foolproof Limited 24
  25. 25. “Dipping” © 2011 Foolproof Limited 25
  26. 26. © 2011 Foolproof Limited 26
  27. 27. Quick napping © 2011 Foolproof Limited 27
  28. 28. © 2011 Foolproof Limited 28
  29. 29. Life insuranceA global bank wanted to maximise its onlinesales of insurance products in the ASPregion: • Created the prototype site in the UK • Used internally derived copy • Carried a range of standard imagery © 2011 Foolproof Limited 29
  30. 30. West East © 2011 Foolproof Limited 30
  31. 31. 4. The journey to work © 2011 Foolproof Limited 31
  32. 32. Smart card payment systems © 2011 Foolproof Limited 32
  33. 33. Mobile access © 2011 Foolproof Limited 33
  34. 34. 5. Don’t miss the small stuff © 2011 Foolproof Limited 34
  35. 35. Current Account © 2011 Foolproof Limited 35
  36. 36. Brazil India China Russia USADD/MM/YYYY DD/MM/YYYY YYYY/MM/DD DD/MM/YYYY MM/DD/YYYY © 2011 Foolproof Limited 36
  37. 37. Distance Time © 2011 Foolproof Limited 37
  38. 38. 1. Select location carefully2. Methodology & informed moderation3. Understanding context4. The journey to work5. Don’t miss the small stuff © 2011 Foolproof Limited 38
  39. 39. ContactNeil Pawley Principal Consultantneil.pawley@foolproof.co.uk+44 (0)7831 320 813 Foolproof Harella House 90-98 Goswell Road London EC1V 7DF +44 (0)20 733 6700 www.foolproof.co.uk

×