Web Globalization balanced by User Experience (UPA Europe 2008)

Arne Kittler, Fork Unstable Media, Hamburg Brand Web Globalization balanced by User Experience A pragmatic approach to address intercultural differences in global brand website projects.

Web Globalization: The entirety of a company‘s activities in creating and maintaining its global websites John Yunker

Best Practice Web Globalization How? Why? Central Core Team Cost Savings Central Tech Platform Consistency Global Templates Quality Modular Master Approach Comparability p Various Setups for L10n Synergies High level of S f Standardisation

Top 20 Global Websites use Global Templates Top 20 Global Websites according to Yunker, J. (2008): The Web Globalization Report Card

Global Template: Example NIVEA

Users around the world are not equal! Image: http://edcommunity.apple.com/ali/galleryfiles/8818/people.jpg

Local Users Standardization The N t G Th Next Generation of W b Gl b li ti ti f Web Globalization

User Local Users Experience Standardization The N t G Th Next Generation of W b Gl b li ti ti f Web Globalization

Web Globalization teams need applicable insights

Web Globalization balanced by User Experience Typical sections & contents of brand websites Different local UX demands? No! Yes! Standardize! Can patterns or rules be applied? No! Y ! Yes! Local Modular Developments Internationalization €$₤¥

How do we get there? e p a y U esea c Exemplary UX research Deduced l D d d learnings i Growing collection of and Growing collection of patterns patterns and strategies p xxx g Output f O format? ?

First Research Findings and Recommendations Lab study of Chinese websites Expert analysis of German for European automotive brands p and Chinese NIVEA brand websites

„Empty“ Layout: „Empty Nothing to say? More background about brand needed Homepage Modular Internationalization ecommended Mod la Inte nationali ation recommended

European models affect identification C Chinese models seen ese ode s see critical, too Imagery Modular Internationalization recommended

B d ith h Bandwith-heavy content t t Modular Internationalization recommended OECD Broadband subscribers per 100 inhabitants, by technology, June 2008 40 Graphik über Verbreitung Broadband international Fibre/LA N 35 Cable 30 Broadband penetration oadba d pe e a o DSL differs strongly! OECDAv erage 25 Recommendation: Modular 20 OECD average 15 10 5 0 Source: OECD

Do you know this man?

Fun, Games, Entertainment Local development recommended

User P ti i ti and S i l M di U Participation d Social Media Local development recommended i.e. write Blogs, upload own video content etc. i.e. participate in social networks Forrester‘s Social Technology Profile Tool: www.forrester.com/Groundswell/profile_tool.html

U User P ti i ti and S i l M di Participation d Social Media Local development recommended Forrester‘s Social Technology Profile Tool: www.forrester.com/Groundswell/profile_tool.html

Local Developments: Chances to Benefit from Global Approach Technological l tf T h l i l platform t enable complex l to bl l local l developments Infrastructure to allow countries sharing of local g developments Provide styleguides, materials, etc.

Wrapup A h lth b l healthy balance of standardisation and l f t d di ti d locally ll appropriate UX is a main success factor for future Web Globalization projects. We need more insights on specific UX demands around the world and methods to turn them into information that is applicable. This is an ongoing task – and can only be solved collaboratively! ll b ti l !

Mille grazie! arne@fork.de

Web Globalization balanced by User Experience (UPA Europe 2008)

by Arne Kittler on Dec 29, 2008

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