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Euro IA VII - Navigating the digital spice route - ten experience principles to bridge the European user experience with the rest of the world.

Euro IA VII - Navigating the digital spice route - ten experience principles to bridge the European user experience with the rest of the world.

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  • Spice route – trade route via the seaSilk route – trade route via the land
  • 3 billion of online users in the eastern market taking Middle east, India and China into account. 750 millions of internet users in China by 2015 according to the Mckinsey consulting report in Feb 2011 – Digital consumer behaviours in China. 333 millions of mobile users by 2012, and that is 100 millions growth from Feb to 2012.
  • Left top and bottom are Saudi Arabian, collar differentiates them from others in the Gulf area.
  • Figure out which part of China is the target demographic group.
  • Arabic version is not difficult to build – fluid grid, flexible layout. Also some CMS like Day now support mirroring function with some degree of CSS tweak
  • It is not that difficult to implement, take the spice as an analogy:Getting the right mix of discipline together with local experts. Adapt and adjust to the local technological and media needs.Tailor the local offerings, pick and choose what is acceptable locally, identify and focus where you want to take them to the next level. Quantity of the mix makes a huge difference in terms of success or failureUsing the right colour combination Trial & error is part of the continuous improvement process that makes things perfect. Pay attention to the detail and refine it as it goes along.

Digital spice route Digital spice route Presentation Transcript

  • Navigating the digital spice route
    Terry MaLBi London Euro IA VII 23 Sept2011
  • What is the spice route?
  • 13th century spice route
    13th century spice route
  • The old challenges
    Distance
    Means of travel
    Silk, spices, drugs and human trafficking
    Language
    Communication
    Conflicts
    Show me the money
  • 21st century digital spice route
  • Fast forward 800 years >>>
    Distance closer than ever
    Means of travel faster and easier
    Silk, spice, drugs and human trafficking still happen
    Information – the NEW medium!
    Language still an issue
    Communication still a challenge
    Conflicts still an issue
    Show me the money everyone still wants it
  • Experience principles
  • Work with local knowledge
    One size doesn’t fit all
    Respect is a different concept in the East
    Prepare for the language barrier
    Deliver a sense of status and prestige
    Consider various communication mediums and interactions
    Understand their technological behaviours and habits
    Be sensitive towards the country’s values
    9. Tailor to the local markets
    10. Be genuine
    Ten experience principles
  • 1. Work with local knowledge
  • Capture audience insights
    Use local market experts to conduct user research
    Always check with local diplomats / staff to sense check the use of imageries and translations.
    Check out local newspapers and magazines to understand the local cultures
    Warning! Beware of information taken from the internet
  • 2. One size doesn’t fit all
  • Catered to multiple demographics
    China
    Tier 1 - Beijing – 22 millions, Shanghai – 23 millions, Guangzhou -15 millions
    Tier 2 - Secondary provincial capitals (consist of 23 cities) including Chengdu, Dalian, Nanjing, Qingdao, Shenzhen, Suzhou, Tianjin
    Tier 3 - Prefecture or county level city capitals
  • Catered to multiple demographics
    Eastern and western side of Saudi Arabia
    Dhahran – the west, the richer side, the headquarter of Saudi Aramco
    Jeddah – the east, the poorer side, its further away from the oil
  • 3. Respect is a different concept in the East
  • Know your role in client engagements
    Do not assume everyone do businesses the same way as Europeans do
    Transaction oriented – Western
    Relationship oriented – Chinese
    Hierarchy oriented – Middle East
  • Give face
    HSBC cultural sensitive communications ad
  • 4. Prepare for the language barrier
    4. Prepare for the language barrier
  • Do you speak Chinese?
    Different dialect
    Cantonese? Mandarin?
    Traditional vs simplified
    Traditional Chinese
    雞蛋
    Cantonese
    雞蛋
    (gai1 daan2)
    Simplified Chinese
    鸡蛋
    Mandarin
    鸡蛋
    (jīdàn)
  • Typography
    “Arabic typography is half Arabic and half typography. It is not possible to separate letterforms from the reality in which they will appear. To understand Arabic typography is to understand first what is Arabic.”Nadine Chahine, type designer and Arabic specialist for Linotype GmbH
  • Typography
    Line length
    Sizing
    Arabic
    Non-web friendly fonts – only browsers that support CSS3 styling can render them
    Chinese
    text is laid out on a regular two-dimensional grid
    monospaced
    each character is centred at its own box
    allow 200% extra line height
  • Localised content
    UK version
    China version
  • Layout
    Arabic version
    English version
  • 5. Deliver a sense of prestige and status
  • Pay attention to the visual language
    Imagery choice
    Content / copy, tone of voice
    Information architecture layout
    Colours in culture
    Chinese – Red represents good luck and celebrations
    Gulf – obsession with gold
  • http://www.informationisbeautiful.net/visualizations/colours-in-cultures/
  • 6. Consider various communication mediums and interactions
  • Social entertainment
    RenRen social network site
  • Flash is still the key medium
  • Flash is still the key medium
  • Flash is still the key medium
  • Flash is still the key medium
  • Designing for clicks
  • Form a dialogue with the audience
    Word of mouth
    Make use of the social media
  • Form a dialogue with the audience
    Word of mouth
    Make use of the social media
    Local celebrity endorsement
  • 7. Understand their technological behaviours and habits
  • Use the right platform
    Accommodate mobile as the main stream platform
    Mobile vs. desktop / laptops
    Take connection speed into account
    Superfast speed in Japan and Korea
    Snail speed in parts of China and India
    Broadband (max speed 20MB) unjustifiably expensive in Saudi Arabia
    Identify consumer payment preferences
    Credit card vsAlipay in China
    E-commerce shop vsTaobao in China
  • Use the right platform
  • 8. Be sensitive towards the country’s values
  • Censorship and privacy
    Utilise the power of social media
    Uprising in the middle east - Facebook and twitter
    Take censorship seriously
    YouTube, Twitter, Facebook, and Flickr are all blocked in China
    Baidu blocks pornography or references to topics such as Taiwanese independence, the Dalai Lama, and the 1989 Tiananmen Square massacre.
    Blogging in Saudi Arabia requires a licence
  • Extra caution with imagery selection
    Imagery of women (Middle East)
    Islamic dress code
    Well dressed according to religion
    Rule of thumb – Be respectful – no exotic dancers or naked woman
    Prohibited content
    Alcohol – drunk, served or in the background
    Gambling – Islam prohibits playing or even being there
    Photo of intimacy
    When in doubt always replace image of people with images of scenery.
    Ensure people wearing national dress correctly
    Mixed couple imagery – always portrait as family
    Best to keep females and male images separated
  • Extra caution with imagery selection
    Sexual and political sensitive images (China)
    Pornography
    the Dalai Lama
    1989 Tiananmen Square massacre
  • 9. Tailor to the local markets
  • Imitation vs. innovation
    Competition from the local markets
    Grass root user centre design in China – Shanzhai (山寨)
  • BaiGooHoo
  • Obama Blockberry
  • Converse 2 in 1
  • Multi brand trainers
  • Local Rolls Royce
  • Imitation vs. innovation
    Successfully emerge to become global brands by enhancing experience, functionality and quality
    ZTE – 4th largest mobile manufacturer in the world
    “We are good at customisation, according to different cultures and customs. We can differentiate”
    LG, Samsung, Tsingtao, Lenovo, Haier
  • Asia global brands
  • Tesco shuttle in Beijing
  • 10. Be genuine
  • Pole dancing in Saudi Arabia
  • Maintain your own identity
    Maintain own brand offerings but localise product offerings
    Nike
    Coke-cola
  • Nike China Campaign
  • Coke Beijing Ad Campaign
  • Recap
  • Digital spice route
    13th century spice route
  • Work with local knowledge
    One size doesn’t fit all
    Respect is a different concept in the East
    Prepare for the language barrier
    Deliver a sense of status and prestige
    Consider various communication mediums and interactions
    Understand their technological behaviours and habits
    Be sensitive towards the country’s values
    9. Tailor to the local markets
    10. Be genuine
    Ten experience principles
  • Recap
    The digital spice route recipe
    • Blending
    • Pick & Mix
    • Intensity
    • Cultural colour palette
    • Trial & error
  • Terry Materry.ma@lbi.comLead User Experience Architect, LBi London
    Download: http://www.slideshare.net/terryhma/
    Special thanks to Matthew Ma, Serena Ma, Eugenia Chan, Lorraine Wong & LBi London UX team
    Thank you