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Your Mobile Experience Is Not Theirs (Chui Chui Tan)
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Your Mobile Experience Is Not Theirs (Chui Chui Tan)


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Talk for IA Summit 2013 by Chuichui Tan (@ChuiSquared) …

Talk for IA Summit 2013 by Chuichui Tan (@ChuiSquared)

eBook on International User research by Chuichui Tan:

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  • 1. Your mobile experience is not theirs Why your users in Asia will never be like your users in the West Chui Chui Tan @ChuiSquared #GlobalMobileUX, 11 April 13
  • 2. sh as to be the case It seems it alway where one co u ntr y lea ds (e.g. in , in frastructure) an d tech nology, e ducation 10 tc h up -> “In dia is others have to ca year s behin d the US”Thursday, 11 April 13
  • 3. h The linear hu m an evolution whic we are all fam iliar w ith - start . sim ple, en d a dvance d ot at all like this. But, evolution is nThursday, 11 April 13
  • 4. is This is the real evolution. No one e rts fro m one bas a dvance d. All sta an d ev olves differently. nd Each creature fi n ds their niche a t. evolve base d on their environmenThursday, 11 April 13
  • 5. Kännykät Finnish Cellphones Mobile phones Handys 手机 Keitai Denwa ‘Hand-machine’ North America UK Germany Móviles ‘Portable phone’ China Spain Japan Celulares South America Haendeu Pon ‘Handphone’ Korea e mobile phones. W It’s the same for ne to beco me so meo are not evolving we in ter ms of how in San Francisco se use o ur mobile p hones just becau s are develo pe d in most technolog ie San Francisco. . We nee d to un d erstan d the nicheThursday, 11 April 13
  • 6. The mo bile market is o utsi de the Number of States. mobile subscriptions 6 billion World 4 billion 2 billion United States 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011Thursday, 11 April 13
  • 7. +192.5% since 2010 The growth is in Asia. Within 2 years, the mobile traffic has increase almost 200% in Asia.Thursday, 11 April 13
  • 8. +192.5% since 2010 US or the West is NOT the ultimate destination in the evolution process. . What shape the evolution niche is cultureThursday, 11 April 13
  • 9. CULTURE Culture is a BI many aspects. base d on the e G word. It co ver Each aspect evolv s nvironment an d it w a society evolv es. es shapes hoThursday, 11 April 13
  • 10. Language is The first a spect to culture language.Thursday, 11 April 13
  • 11. Chinese writing is Tra ditionally, the . fro m right to le ft, to p to botto m th e mo dern world, T hings change. In ht, bo oks are printe d fro m left to rig horizontally.Thursday, 11 April 13
  • 12. It’s definitely the case in the digital world (from left to right) - for Mandarin, Japanese as well as Korean.Thursday, 11 April 13
  • 13. Chinese use Pinyin to enter Chinese character, using the same keyboard as in the West. E.g. Shou Ji (手机) - mobile phone in MandarinThursday, 11 April 13
  • 14. Chinese use Pinyin to enter Chinese character, using the same keyboard as in the West. E.g. Shou Ji (手机) - mobile phone in MandarinThursday, 11 April 13
  • 15. Or by using built-in writing recognition on smartphones or touchscreen devices.Thursday, 11 April 13
  • 16. Handphone: haen deu pon b j d g s yo yeo ya ae e m n - r h o eo a i e Korean Hangu l writing - has th k t ch p yu u eu nu mbers of keys on same layo ut an d e the keyboard as we have in th West.Thursday, 11 April 13
  • 17. Handphone: haen deu pon h ae 핸 n b j d g s yo yeo ya ae e m n - r h o eo a i First character - haen s H + ae + n : All three letter k t ch p yu u eu r. co mbine d into one characteThursday, 11 April 13
  • 18. Handphone: haen deu pon 헨 드 d 드 eu b j d g s yo yeo ya ae e m n - r h o eo a i eu Secon d character - d to k t ch p yu u eu d + eu : Two letters co mbine d in one character.Thursday, 11 April 13
  • 19. Handphone: haen deu pon p 핸드 폰 o n b j d g s yo yeo ya ae e m n - r h o eo a i Thir d character - pon s k t ch p yu u eu P+o+n : All three letter r. co mbine d into one characte f Han dphone in Korean is ma de o rs. the se three characteThursday, 11 April 13
  • 20. it With different writing systems, e seems cu mber so me to type. Th tem truth is, the K orean writing sys n dly. Yo u can type is ver y dig ital-frie . faster than in EnglishThursday, 11 April 13
  • 21. Don’t m ake assu mptions. in If yo u’re to design for users to differe nt co untries, get ge un derstan d how their langua works.Thursday, 11 April 13
  • 22. #1 English #2 German #1 English #2 German #1 English #2 Russian #1 Japanese UK Germany #2 English Russia #1 English #1 Chinese Japan #2 Italian #2 English France Italy China #1 Korean #1 English #2 English #2 French on the Apple App Korea ch Distimo did a resear o ut an d iPa d, fin ding Store for iPhone by whether loc alisation of apps ue. #1 English languages c an increase reven #2 German re apan an d Korea a Australia Users in China, J ir ps that support the keen to pay for ap language. es. ro v ide local languag I t’s important to pThursday, 11 April 13
  • 23. Translating part of the content on your website is going to do All more damage than good. Translate all of your content or sometimes it is better not to do it at all until you’re sure you can translate everything. or NothingThursday, 11 April 13
  • 24. Infrastructure Another as pect to culture is infrastructure.Thursday, 11 April 13
  • 25. 3G South Korea and Japan are two Asian countries that are one of the early adopters of 3G. Of all mobile connection in Korea, 93% are 3G.Thursday, 11 April 13
  • 26. 2G The majority of the Chinese mobile users are still accessing the Internet via 2G.Thursday, 11 April 13
  • 27. 2G Hong Kong Unlimited plan Hong Kong (part of China) - more than half of the HK people have unlimited 3G data access. 3G, 4G It might only take a year for 4G to surpass 3G in HK.Thursday, 11 April 13
  • 28. Types of phones be d in the West w ill W hat are being use in w hat is being use d a lot different fro m wo rld. It’s not just other part of the . iPhone, Samsung , HTC, BB or NokiaThursday, 11 April 13
  • 29. But also t he local bran ds...Thursday, 11 April 13
  • 30. GooPad mini Only an d clone versions. $99 Every inch a GooPad mini A n d also the co py s use d on these device Yo ur apps w ill be ee or get to hold in t hat yo u’ll never s yo ur han d.Thursday, 11 April 13
  • 31. old e fo ur sim phone to h I n In dia, users us it’s rn etworks because f o ur sims w ith fo u me one on the same c heaper to call so he call so meone on t network than to d ifferent network.Thursday, 11 April 13
  • 32., 11 April 13
  • 33. Social Norms to Social nor ms is another aspect cultureThursday, 11 April 13
  • 34. er Confucius, a Chinese philoso ph His die d 2.5 tho usan d years ago. reat influence on teachings have g y. Chinese an d Japan societ, 11 April 13
  • 35. Confucius teac hing emphasise d t qu ote: “ The nail tha colle ctivism. Japanese to ed down.” Yo u want sticks o ut is ham mer f the co m munity. be seen as part o, 11 April 13
  • 36. om tist s fo un d peo ple fr Cultural neuroscien d do not see the worl d ifferent cultures ey T HINK differently d ifferently, but th ee. a bo ut what they sThursday, 11 April 13
  • 37. h Kitayama did a stu dy in 2003 w it a gro up of Nort h Americans an d Japanese. His stu dy showe d that Americans d pay more atten tion to details an Asians pay more attention to context. t Its important to pro vide conten that are releva nt to yo ur local users on yo ur website or apps. e Small details li ke this co uld mak a big difference. Shinobu KitayamaThursday, 11 April 13
  • 38. Thursday, 11 April 13
  • 39. By using fmR I, neuroscientists of fo un d t hat: Asians think d themselves a s deeply connecte ns to othe r peo ple; America of a dhere to a strong sense in dividuality. nal This makes r eviews an d perso reco m men dations much more the important in the East than in West.Thursday, 11 April 13
  • 40. Mobile apps in China f all n cerns abo ut the go o d o A collectivist society co the peo ple. stan t messag ing (IM ) apps The y spen d more time on in chat w ith their family, for gro up chat or au dio or ss contacts than calling frien ds an d even busine text messag ing.Thursday, 11 April 13
  • 41. Kakao Talk WeChat Th ere are a nu mber of IM ap ps available in Asia an d all of them have reache d se veral millions of users in just a co uple of years. LineThursday, 11 April 13
  • 42. Language Social norms CULTURE Mobile Infrastructure behaviours co uld affect the All aspects which way mobile is being use d in a relate d an d they co untr y are inter r. constantly in fluence each otheThursday, 11 April 13
  • 43. ZeptoLab learnt about China gaming market from their local partners. They: - changed their payment strategy before launching ‘Pudding Monsters’ in China (because Chinese users are accustomed to getting free digital content). - distribute authorised versions of the app to free download sites in China to combat app piracy. This leads to more daily active users in China than in the US for this game.Thursday, 11 April 13
  • 44. 1. Remember the importance of understanding the culture of the market that you’re getting into. 2. Go see the society yourself or bring your apps to them, research and test it out. If you don’t want to die out and become one of the extinct species in the evolution, you need to understand the niches where you can survive. Good luck.Thursday, 11 April 13
  • 45. Thank you Chui Chui Tan @ChuiSquared #GlobalMobileUXThursday, 11 April 13