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Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.or...
Session Survey: http://www.uxpa2016.org/sessionsurvey/14
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How do Asian and Western websites differ, and why? Recent findings in experimental psychology implicate basic differences in cognitive processing.

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Anyone who has done UX work in Asia knows that Asian websites typically feature more visually complex designs, with a greater density of information and interactive elements, than those from America and Europe. Observers have offered a number of explanations for this difference, including a greater cultural need for security and information, higher Internet bandwidth, a less mature UX ecosystem, and more complex urban environments.

Drawing on recent research in experimental psychology, we argue that a tendency in Asian cultures towards more contextually rich and relational processing in comparison to American and European cultures can explain many of these differences. Next, we examine emerging findings that suggest similar cognitive tendencies exist based on religion, region, class, political orientation. We conclude with a summary of best practices for designing user experiences across cultural contexts, emphasizing the importance of local knowledge and user research in the increasingly diverse world of UX.

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How do Asian and Western websites differ, and why? Recent findings in experimental psychology implicate basic differences in cognitive processing.

  1. 1. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 How do Asian and Western websites differ, and why? Jason Buhle, PhD Hannah Faye Chua, PhD
  2. 2. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 We’re Hiring!Who Are We? Senior Qualitative Researcher → SF, Portland, LA → Resource Manager → SF, Dallas →
  3. 3. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Keep It Simple https://www.enterprise.com/ http://www.lingscars.com/ This… …not this
  4. 4. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Keep It Simple http://www.apple.com/watch/buy/ http://www.arngren.net This… …not this
  5. 5. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 But Not Everywhere Keeps It Simple http://www.qq.com/ http://www.rakuten.co.jp/ http://www.daum.net/ China News South Korea Portal Japan E-Commerce list of characteristics, from randomwire Dense tightly packed text Tiny low-quality images More columns than you can count Bright clashing colors and flashing banners Also, point out: many links highly graphical text
  6. 6. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Why Are Asian and Western Websites So Different? http://randomwire.com/why-japanese-web-design-is-so-different/ http://www.nytimes.com/2015/06/07/magazine/what-silicon-valley-can-learn-from-seoul.html http://uxmastery.com/ux-design-asia-maturing/
  7. 7. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 The Contenders: Existing Theories Maturity Bandwidth Language Assurance Landscape
  8. 8. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Via WayBack Machine Yahoo, 1999 Yahoo, 2016 Maturity
  9. 9. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Maturity The Argument →Asian Sites Are Immature ❌ Asian Technology Yahoo, U.S., 1999 But… PPOMPPU, South Korea, 2016 http://www.ppomppu.co.kr/Via WayBack Machine also mention gap here
  10. 10. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Bandwidth The Asian Internet Is Faster The Asian Internet Is Slower Akamai The Trend Is in the Wrong Direction Asia U.S. Asia Asia Asia The Argument But… → ❌ ❌Asia
  11. 11. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Language Writing Density Partially Logographic Systems, Alphabets, & Abugidas Capitalization and Italicization More Text, Not Less ❌ Limited on Western Sites I do not speak Chinese http://www.qq.com/ (China) → ❌ ❌ → ฉันไม่พูดภาษาไทย 나는 한국어를 못하는 I do not speak Korean I do not speak Thai The Argument But… http://www.jd.com/ (China)https://www.amazon.com/ (U.S.) First line of translated text is Simplified Chinese
  12. 12. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Assurance Hesitant to Accept Claims Non-Informational Content ❌ Information per Page http://item.rakuten.co.jp/arlqn/1200008000af0072/ (Japan) http://www.goo.ne.jp/ (Japanese news site) → ❌ The Argument But… http://www.jd.com/ (China)Wang et al., 2012
  13. 13. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Landscape Complexity of Urban Landscape Correlation ≠ Causation Tokyo Along the River During the Qingming Festival Hong KongSeoul Huang & Park, 2013 Llyn Peris and Dolbadarn Castle Masuda et al., 2008 Japan Los Angeles → ❌ The Argument But… Along the River During the Qingming Festival. The painting is considered to be the most renowned work among all Chinese paintings, and it has been called "China's Mona Lisa.” Original is from ~1100 BCE. This remake is from 1736-1737. Llyn Peris and Dolbadarn Castle. ca. 1762. Richard Wilson. National Museum of Wales. was described in the Welsh Academy Encyclopedia of Wales as the "most distinguished painter Wales has ever produced and the first to appreciate the aesthetic possibilities of his country”. he was the first major British painter to concentrate on landscape.
  14. 14. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Why Are Asian and Western Websites So Different? Maturity Bandwidth Language Assurance Landscape
  15. 15. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 “The Chinese...pay attention to a wide range of events; they search for relationships between things; and they think you can’t understand the part without understanding the whole. Westerners live in a simpler, more deterministic world; they focus on salient objects or people instead of the larger picture….” Richard Nisbett, PhD “You know, the difference between you and me is that I think the world is a circle, and you think it’s a line.”
  16. 16. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Cognitive Processing Tendencies Attention Context Information
  17. 17. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Attention Masuda & Nisbett, 2001
  18. 18. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Attention Chua, Boland, & Nisbett, 2005
  19. 19. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Attention https://www.renttherunway.com/ http://www.rakuten.co.jp/ (Japan)
  20. 20. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Context Ji, Peng, & Nisbett, 2000
  21. 21. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Context Morris & Peng, 1994
  22. 22. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Context http://www.appledaily.com.tw/ (Taiwanese news site) “A clear implication of these findings for web site design is that Asian users see the contextual elements as being useful pieces of information that they can use to interpret he meaning of a more central message or interactive element. By contrast, the same contextual information is likely to seem superfluous or even distracting peripheral to the Western user.”
  23. 23. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Information Choi et al., 2003 “A graduate student murdered a professor” Ji et al., 2008
  24. 24. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Information Wang et al., 2012 Li et al., 2014
  25. 25. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Information https://tw.yahoo.com/ (Taiwan) Those who can, do… …and those who can’t, don’t? https://us.yahoo.com/ (USA) Information
  26. 26. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Is This Genetic? Senzaki et al., 2014 ❌ Move Countries ❌ Asian American ❌ Child Development ❌ Induction Hong & Morris, 2000 Peng & Knowles, 2003 “Recall an experience you had that made your identity as an American [Asian] apparent to you.” Grade1 Canada Grade4 Japan
  27. 27. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Then Where Does It Come From? Culture reinforces itself But where did it all begin? ? Social Structure ? Philosophy ? Agriculture
  28. 28. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 So What Does This Mean for Me? ✓ ✓ Guidelines Are Just Guidelines Do the Research ✓ Respect Your Users ✓ Build Flexible Templates https://tw.yahoo.com/ (Taiwan) https://us.yahoo.com/ (USA)
  29. 29. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Thank you! Jason Buhle, PhD UX Researcher jasonbuhle@gmail.com Hannah Faye Chua, PhD Lead UX Researcher hfc.work@gmail.com
  30. 30. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 The Most Popular Sites in the USA, 2002 http://www.aol.com via WayBack Machine http://www.msn.com/ via WayBack Machine
  31. 31. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Like It’s 1999
  32. 32. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Via WayBack Machine Design in the U.S. Has Matured Yahoo, 1999 Yahoo, 2016
  33. 33. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 http://www.nifty.com/ (Japan) https://www.renttherunway.com/ http://www.appledaily.com.tw/ (Taiwanese news site)
  34. 34. Session Survey: http://www.uxpa2016.org/sessionsurvey/14 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Maturity For Against ✓ ❌ ✓ Language Barriers Inherently Conservative ✓Internet Restrictions The Gap Is Too Big ❌ And Why Just the Web?

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