Digital Culture in China: OPPORTUNITIES FOR INTERACTION DESIGN

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What are the trends, opportunities and threats in the vastest area in Asia concerning digital services, applications and media? Here's an Introduction of case studies (success stories, failures and errors also) and some analysis of creative processes, key factors in this specific context.

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Digital Culture in China: OPPORTUNITIES FOR INTERACTION DESIGN

  1. 1. Digital Culture in China Cumulus Digital Culture Working Session Shanghai, 2010 Itamar Medeiros User Experience Manager (Autodesk, Inc.) Local Coordinator (Interaction Design Association) 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  2. 2. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  3. 3. Interaction Design A field and approach to designing interactive experiences. These could be in any medium (such as live events or performances, products, services, etc.) and not only digital media. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  4. 4. Experience | 体验 The sensation of interaction with a product, service, or event, through all of our senses, over time, and on both physical and cognitive levels. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  5. 5. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  6. 6. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  7. 7. Experience Design How do you create them? How do you know when they are successful? What are the most satisfying experiences you can remember? 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
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  9. 9. Experience | 体验 Time/Duration Interactivity Intensity Breadth/Consistency Sensorial and Cognitive Triggers, Significance/Meaning 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  10. 10. Experience | 体验 Time/Duration Interactivity Intensity Breadth/Consistency Sensorial and Cognitive Triggers, Significance/Meaning 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  11. 11. Passive Passive Interactive Interactive Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc… 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  12. 12. Control & Feedback | 控制与反馈 Aspects of interactivity defined by how much control users have over the outcome or the rate, sequence, or type of action, and how much feedback exists in the interface. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  13. 13. Creativity & Productivity | 效率与创意体验 Type of interaction that allows the user to make, do, or share something themselves: users must participate by creating or manipulating instead of merely watching and consuming. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  14. 14. Communicative Experiences | 交流式体验 Type of interaction that allow users to meet, talk, share their personal stories and opinions with other users of the system/product. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
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  17. 17. Adaptive Experiences | 适应性体验 Type of interaction based on technologies that changes the experience based on the behavior of the user, such as software agents, artificial intelligence, etc. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
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  20. 20. THE EXPERIENCE CUBE Feedback & Control Creativity, Communications & Productivity 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  21. 21. Passive Interactive Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc… 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  22. 22. Chinese Culture Are there differences between Chinese Culture and Western Culture one should be aware of when it comes to creating user experiences? 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  23. 23. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  24. 24. Consumer Behavior Content Navigation Creation CULTURE Patterns Marketing Approaches
  25. 25. Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc… 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  26. 26. Passive Interactive Consumer Behavior Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc… 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  27. 27. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  28. 28. Consumer Behavior in China 2006 2010 Cars Sales 7.2 million1 10.9 million2 Mobile Phone Subscriptions 400 million3 768 million4 Internet Users 137 million5 432 milion6 Worldwide Luxury Market Share 12%7 27.5%8 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  29. 29. Consumer Behavior in China 2006 2010 Cars Sales 7.2 million1 10.9 million2 Mobile Phone Subscriptions 400 million3 768 million4 Internet Users 137 million5 432 milion6 Worldwide Luxury Market Share 12%7 27.5%8 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  30. 30. Consumer Behavior in China 71.7% of Internet Users live in Urban Areas 74% have monthly household income of less then 2000 RMB (around US$ 290.00) 31.7% are Students 12.4% have a Bachelor’s Degree or Higher 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  31. 31. Consumer Behavior in China Low Brand Loyalty: ―Chinese consumers remain very brand conscious, for example, but their intense focus on value means that brand loyalty is often a secondary consideration.‖ 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  32. 32. Consumer Behavior in China Low Brand Loyalty: ―Chinese like to haggle over prices, and Taobao had certain functions built into it which enable people to haggle over items for sale.‖ 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  33. 33. Consumer Behavior in China Word-of-Mouth: ―According to one study, 66 percent of consumers said they would consider F&F recommendations when choosing a moisturizer compared with just 38 percent of respondents in the U.S. and U.K.‖ 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  34. 34. Passive Interactive 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  35. 35. Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc… 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  36. 36. Marketing Approaches Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc… 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  37. 37. Marketing Approaches in China Push vs. Pull: ―A push strategy is especially appropriate where there is low brand loyalty.‖ 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
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  40. 40. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
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  42. 42. Passive Interactive Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc… 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  43. 43. Content Creation Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc… 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  44. 44. Content Creation in China Means of expression: ―The Internet has become a new channel for the Chinese government to get to know the people's situation and amass the public's wisdom, and consequently exercise governance for the people and improve its work.‖ 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  45. 45. Content Creation in China Value of Networks: ―In open networks, 80% of the content is created by 20% of the contributors‖. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
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  48. 48. Navigation Patterns Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc… 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  49. 49. Navigation Patterns Local vs. Global Organically vs. Structured From Desktop to Small Displays 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  50. 50. Navigation Patterns Local content – adapted to local culture – makes adoption of Chinese Clones faster in China 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  51. 51. Navigation Patterns ―It is a paradox that in a globalizing and "boundaryless" economy, factors associated with local communities—such as interpersonal networks, laws, and tax rates, among others—remain important for understanding organizational behavior. ‖ 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  52. 52. Navigation Patterns Beauty is in the Eye of the Beholder 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  53. 53. Navigation Patterns ―Eastern Aesthetics can be reasonibaly divided into compartment of main religions informing it, ie., Hinduism, Buddhism, Taoism, Confuciounism [...] These are less humanistics and more Mystical [...] Mysticism tends to be more or less naturalistic.‖ 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
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  55. 55. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  56. 56. Navigation Patterns ―With an increasing number of people choosing to access the Internet via mobile phone, it is expected that China's mobile Internet users will outnumber those using personal computers by around 2012.‖ 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  57. 57. Bringing Everything Together Low Brand Loyalty Local vs. Glogal Word-of-Mouth Organically vs. Structured Push vs. Pull From Desktop to Small Displays Means of Expression Value of Networks 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  58. 58. Consumer Behavior Content Navigation Creation CULTURE Patterns Marketing Approaches 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  59. 59. Low Brand Loyalty Word of Mouth Means of Global vs. Local Expression Organically vs. CULTURE Structured Value of Networks Small Displays Push vs. Pull 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
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  61. 61. Opportunities Build on Brand Awareness Leverage of the Value of Networks Add Value through Service Design 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
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  63. 63. Build on Brand Awareness ―Many of these Chinese youth have begun settling on what they like and are teaching their own children what to buy. Companies must understand what motivates Chinese youth and what are the most effective methods and ways of targeting them. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  64. 64. Leverage on the Value of Networks ―Closed groups and companies will give way to looser networks where small contributors have big roles and fluid cooperation replaces rigid planning.‖ 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  65. 65. Add Value through Service Design ―In the competitive world of business, what separates an industry's players is often the service that comes with the product offering – the customer experience. Quality of service determines whether a customer will be loyal, or leave.‖ 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  66. 66. Added value through Service Design ―Within Service Design, Service Interfaces are designed for intangible products that are, from the customer’s point of view, useful, profitable and desirable, while they are effective, efficient and different for the provider.‖ 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  67. 67. IxDA Mission EVANGELISM PROFESSIONALISM Promoting awareness of the discipline, Encouraging high standards of craft, and value of interaction design practice within the interaction design and design research. discipline. INNOVATION EDUCATION Advancing the discipline of interaction Establishing standards for academic design. programs in interaction design. COMMUNITY BUILDING Developing a close-knit community of interaction design professionals. 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  68. 68. How Can I Help? The task of building up the community is huge, and every member should contribute: How Can I Help? 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai
  69. 69. How Can I Help? The task of building up the community is huge, and every member should contribute: http://www.ixda.org/local/ixda-shanghai shanghai-local@ixda.org 9/6/2010 Itamar Medeiros, Local Coordinator, Shanghai

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