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Understanding different - Contextualising global user experience insights
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Understanding different - Contextualising global user experience insights

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

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

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Understanding different - Contextualising global user experience insights Understanding different - Contextualising global user experience insights Presentation Transcript

  • Understanding differentContextualising global user experience insights 17.11.2011
  • Contents • Differences or similarities • Research options • Cherry picking Hofstede • 5 lessons learnt © 2011 Foolproof Limited 2
  • 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
  • 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
  • Shared experience arising fromnew technology will overshadowlocal values and lead toconsumers around the globe todesire standardisation. Theodore Levitt © 2011 Foolproof Limited 5
  • 80 : : 20 © 2011 Foolproof Limited 6
  • 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
  • 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
  • Power / distance High Low China . . . . . . 80 USA . . . . . . 40 UAE . . . . . . 80 Australia . . . . 36 Iraq . . . . . . 80 UK . . . . . . 35 Brazil . . . . . . 69 © 2011 Foolproof Limited 9
  • Individualism / collectivism High Low US . . . . . . 90 UAE . . . . . . 38 Australia . . . . 90 Iraq . . . . . . 38 UK . . . . . . 89 Brazil . . . . . . 38 China . . . . . . 20 © 2011 Foolproof Limited 10
  • Uncertainty avoidance High Low Japan . . . . . . 92 UK . . . . . . 35 S America . . 80 Hong Kong . . 29 Germany . . . . 65 Denmark . . . . 23 Singapore . . . 8 © 2011 Foolproof Limited 11
  • Technology innovations are anextension of the self allowing usto do more of what we alreadydo, more efficiently. Marshall McLuhan © 2011 Foolproof Limited 12
  • 1. Select location carefully © 2011 Foolproof Limited 13
  • 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
  • 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
  • Soft drink colloquialism in the US Pop Coke Soda Other © 2011 Foolproof Limited 16
  • 3. Methodology & informed moderation © 2011 Foolproof Limited 17
  • Methodology © 2011 Foolproof Limited 18
  • Reduced disclosure © 2011 Foolproof Limited 19
  • Silence is golden © 2011 Foolproof Limited 20
  • 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
  • 2. Understanding context © 2011 Foolproof Limited 22
  • Introducing a security token © 2011 Foolproof Limited 23
  • Why ? © 2011 Foolproof Limited 24
  • “Dipping” © 2011 Foolproof Limited 25
  • © 2011 Foolproof Limited 26
  • Quick napping © 2011 Foolproof Limited 27
  • © 2011 Foolproof Limited 28
  • 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
  • West East © 2011 Foolproof Limited 30
  • 4. The journey to work © 2011 Foolproof Limited 31
  • Smart card payment systems © 2011 Foolproof Limited 32
  • Mobile access © 2011 Foolproof Limited 33
  • 5. Don’t miss the small stuff © 2011 Foolproof Limited 34
  • Current Account © 2011 Foolproof Limited 35
  • Brazil India China Russia USADD/MM/YYYY DD/MM/YYYY YYYY/MM/DD DD/MM/YYYY MM/DD/YYYY © 2011 Foolproof Limited 36
  • Distance Time © 2011 Foolproof Limited 37
  • 1. Select location carefully2. Methodology & informed moderation3. Understanding context4. The journey to work5. Don’t miss the small stuff © 2011 Foolproof Limited 38
  • 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