Cross	
  Cultural	
  UX	
  Research	
  –	
  Best	
  
prac3ces	
  for	
  Interna3onal	
  Insights	
  
June	
  2013	
  
Chri...
Outline	
  
•  Why	
  do	
  interna-onal	
  UX	
  research	
  	
  	
  
•  Types	
  of	
  interna-onal	
  research	
  
•  A...
Why do International UX research?
•  We live in a big, varied world
•  Language & translation
•  Technology use varies
•  ...
Ways to Research UX Internationally
1.  Do remote research
2.  Visit the foreign country
3.  Hire a local UX consultant
4....
Remote research
•  Saves time and
expense
•  Moderated,
unmoderated
•  There are limits
–  Context of use
–  Technology to...
Bri3sh	
  Council	
  Schools	
  Online	
  	
  
•  Promotes	
  cross	
  cultural	
  sharing	
  of	
  educa-onal	
  resource...
Edinburgh,	
  
London	
  
Mexico	
  
Brazil	
  
Nigeria	
  
Egypt	
  
Pakistan	
  
Bangladesh	
  
Indonesia	
  
Challenges	
  
•  If	
  you	
  had	
  this	
  project,	
  what	
  challenges	
  you	
  would	
  
expect?	
  
Factors	
  for	
  success	
  -­‐	
  Partners	
  
•  Carefully	
  select	
  recruitment	
  partners	
  
–  Previous	
  expe...
Factors	
  for	
  success	
  –	
  Be	
  organised	
  
•  Be	
  aware	
  of	
  -me	
  
zones,	
  weekends	
  
•  Categorise...
Factors	
  for	
  success	
  
•  Minimise	
  the	
  technical	
  risks	
  
–  Respondents	
  	
  at	
  a	
  single	
  loca...
Interna3onal	
  Research	
  -­‐	
  Choose	
  your	
  methods	
  	
  
Rachel	
  Hinman’s	
  presenta-on	
  on	
  Mobile	
  ...
Performing	
  UX	
  Research	
  Abroad	
  
•  Set	
  your	
  expecta-ons	
  
–  Takes	
  more	
  -me	
  
–  Is	
  more	
  ...
Be	
  culturally	
  sensi3ve	
  
•  In	
  Arab	
  countries	
  
–  Ramadan	
  
–  Prayer	
  -mes	
  
–  Shaking	
  hands	
...
Plan & document test preparations
•  Especially	
  if	
  distributed	
  teams	
  
•  Research	
  plan	
  &	
  objec-ves	
 ...
Language	
  –	
  The	
  devil’s	
  in	
  the	
  detail	
  
•  People	
  in	
  different	
  countries	
  
and	
  loca-ons	
 ...
Researching	
  abroad	
  
•  Use	
  Cross-­‐cultural	
  research	
  team	
  
•  Understand	
  context	
  of	
  where	
  yo...
Moderate your Moderation
•  More	
   rapport	
  	
  -me ,	
  be	
  pa-ent	
  
•  Put	
  par-cipants	
  at	
  ease	
  
–  A...
Contextual	
  /	
  ethnographic	
  Research	
  
•  Purely	
  observa-onal	
  
•  Provide	
  cameras	
  to	
  
par-cipants,...
Interna3onal	
  Research	
  -­‐	
  logis3cs	
  
•  Keep	
  an	
  eye	
  on	
  the	
  -me	
  
–  www.-meanddate.com	
  
•  ...
One	
  team	
  or	
  several	
  partners?	
  
Same	
  team	
  does	
  all	
  visits	
  
•  Perhaps	
  with	
  translator	
...
Who does International Research?
•  Cross	
  disciplined	
  teams	
  
•  Experienced	
  Researcher	
  
•  The	
  right	
  ...
Learn more
Thank	
  You!	
  
	
  
Chris	
  Rourke	
  	
  	
  @crourke	
  
User	
  Vision	
  	
  	
  	
  	
  @uservision	
  
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Cross Cultural UX research - Best practices for international insights

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User Vision Managing Director Chris Rourke presented at 2013 UX Scotland on the topic of international UX research providing tip and sharing experience in researching users from all over the world to shape a good User Experience

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Cross Cultural UX research - Best practices for international insights

  1. 1. Cross  Cultural  UX  Research  –  Best   prac3ces  for  Interna3onal  Insights   June  2013   Chris  Rourke   User  Vision   @crourke          @uservision  
  2. 2. Outline   •  Why  do  interna-onal  UX  research       •  Types  of  interna-onal  research   •  A  Case  Study  :  Interna-onal  remote  research   •  How  to  make  your  interna-onal  research  projects  a   success    
  3. 3. Why do International UX research? •  We live in a big, varied world •  Language & translation •  Technology use varies •  Its fun
  4. 4. Ways to Research UX Internationally 1.  Do remote research 2.  Visit the foreign country 3.  Hire a local UX consultant 4.  Team from your local office runs research
  5. 5. Remote research •  Saves time and expense •  Moderated, unmoderated •  There are limits –  Context of use –  Technology to support
  6. 6. Bri3sh  Council  Schools  Online     •  Promotes  cross  cultural  sharing  of  educa-onal  resources   •  Link  schools  worldwide  for  fun,  friendship  and  shared  learning.     •  Resources  and  project  templates  to  use  in  partnership  
  7. 7. Edinburgh,   London   Mexico   Brazil   Nigeria   Egypt   Pakistan   Bangladesh   Indonesia  
  8. 8. Challenges   •  If  you  had  this  project,  what  challenges  you  would   expect?  
  9. 9. Factors  for  success  -­‐  Partners   •  Carefully  select  recruitment  partners   –  Previous  experience   –  Challenges  that  they  foresee   –  Procedures  and  back  ups  for  no-­‐shows   •  Consolidate  recruitment  partners     –  1  recruiter  for  3  different  countries   –  Recruiters  handled  the  incen-ves  
  10. 10. Factors  for  success  –  Be  organised   •  Be  aware  of  -me   zones,  weekends   •  Categorise  emails      
  11. 11. Factors  for  success   •  Minimise  the  technical  risks   –  Respondents    at  a  single  loca-on     –  Recruiter  and  laptop  goes  to  respondent     •  Beware  of  language  limita-ons     –  Simple,  clear  instruc-ons      
  12. 12. Interna3onal  Research  -­‐  Choose  your  methods     Rachel  Hinman’s  presenta-on  on  Mobile  UX  Essen-als   Balance  of  immersive   techniques  for  deep   insights  with  remote  ones   for  geographical  reach    
  13. 13. Performing  UX  Research  Abroad   •  Set  your  expecta-ons   –  Takes  more  -me   –  Is  more  expensive     –  Has  many  logis-cal  complica-ons   –  Can  be  exhaus-ng   •  Expect  to  get  less  done  in  a  research  session   –  More  chat  about  weather  etc  before  tes-ng   •  Par-cipants  may  not  have  a  tradi-on  of  punctuality   •  Be  aware  of  local  customs  and  culture      
  14. 14. Be  culturally  sensi3ve   •  In  Arab  countries   –  Ramadan   –  Prayer  -mes   –  Shaking  hands   –  Soles  showing  
  15. 15. Plan & document test preparations •  Especially  if  distributed  teams   •  Research  plan  &  objec-ves   •  Modera-on  guide   •  Research  materials  (s-muli)   •  Data  Recording  sheet   •  Template  report   •  Full  contact  sheet  for  consultants,   partners,  translators,  client   contact  other  suppliers  
  16. 16. Language  –  The  devil’s  in  the  detail   •  People  in  different  countries   and  loca-ons  can  perceive   the  same  words  differently     –  Translate  test  materials  both   ways     –  Moderate  in  local  language,   na-ve  speaker   –  Understand  any  local   varia-ons,  slang   –  Consider  simultaneous   transla-on    
  17. 17. Researching  abroad   •  Use  Cross-­‐cultural  research  team   •  Understand  context  of  where  you  are  researching   –  Arrive  early,  observe,  learn  local  news,  events   –  All  of  your  -me  in-­‐country  is  part  of  your  research   •  Recrui-ng     –  What  is  a  “local”?  What  is  their  language?   –  Recruitment  partner  –  choose  carefully   –  Adapt  sampling  strategies   –  UK  “Screening”  may  not  make  sense,  
  18. 18. Moderate your Moderation •  More   rapport    -me ,  be  pa-ent   •  Put  par-cipants  at  ease   –  Appropriate  dress   –  “Hello”  and  “Thank  you”  in  local  language   –  Show  interest  in  their  culture,  local  events   •  Note taking minimal •  Video recording - optional
  19. 19. Contextual  /  ethnographic  Research   •  Purely  observa-onal   •  Provide  cameras  to   par-cipants,  they  take  photos   of  their  environment     •  Artefact  walkthroughs   •  Demonstra-ons,  par-cipatory    
  20. 20. Interna3onal  Research  -­‐  logis3cs   •  Keep  an  eye  on  the  -me   –  www.-meanddate.com   •  Transpor-ng  equipment  &  data   –  Interna-onal  Customs   –  Use  the  cloud    for  backup   •  Pilot  test  at  home  first     –  Interna-onal  audience  in  the  UK   –  Use  bandwidth  shaper       –  Replicate  OS,  browser,  resolu-on     etc    
  21. 21. One  team  or  several  partners?   Same  team  does  all  visits   •  Perhaps  with  translator   •  More  consistent   •  More  -me   •  More  travel     Different  teams  work  in  parallel   •  Pre-­‐test  preps  cri-cal   •  Quicker  fieldwork     •  Beware  transla-on  issues   •  Careful  analysis  needed  
  22. 22. Who does International Research? •  Cross  disciplined  teams   •  Experienced  Researcher   •  The  right  abtude  -­‐  curious   •  Enjoy  cross-­‐cultural   experiences  
  23. 23. Learn more Thank  You!     Chris  Rourke      @crourke   User  Vision          @uservision  

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