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Build bridges, not walls—Design for users across cultures

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Want your product to dominate the world? Here several case studies will show why you need more than translations to break into new markets.

As Internet access expands to the far corners of the world, product makers have the chance to see their work used by millions of people worldwide.

To create products for international users, we must be aware of the full range of human diversity with respect to language, culture and other forms of human difference. If the product doesn't adapt to users' differences, there's a big danger where we think our work is great, but users in other countries finds it terrible, or worse, unusable.

Join this talk to hear how Jenny designed for users in Europe, North- and South America, Asia, and Southeast Asia.

In this talk you will learn key insights including:
- How culture affects design, UX and front-end
- Case study of cultural differences: Germany v.s. Netherlands
- UI patterns comparison of the East and the West: Mozilla Firefox homepage, WeChat and Chinese app interfaces
- Design for culture, not stereotypes
- Research local mobile device usage

Published in: Design
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Build bridges, not walls—Design for users across cultures

  1. 1. @JennyShen .. Build bridges, not walls Design for users across cultures Jenny Shen | WebCamp Zagreb | October 2017
  2. 2. @JennyShen
  3. 3. @jennyshen
  4. 4. @jennyshen Travelled to Lived in Worked with Users from 46 6 20+ 27countries countries countriesclients
  5. 5. @jennyshen What is culture?1. How does culture affect our work?2. Culture differences in UX UI3. Common mistakes in localisation4. Secrets to world domination5.
  6. 6. @jennyshen What is CULTURE?
  7. 7. @jennyshen The collective programming of the mind distinguishing the members of one group or category of people from others. “ Geert Hofstede
  8. 8. @jennyshenGeert Hofstede Cultural Dimensions
  9. 9. @jennyshen What does it mean for Designers & Developers?
  10. 10. @jennyshen Culture affects Internet usage, e-commerce trust, information and communication technology adoption, Internet marketing, and website development. Website Design And Trust Across Cultures, Dianne Cyr, Simon Fraser University “
  11. 11. @jennyshen It is no longer enough to simply offer a product translated in ten to twenty different languages. Users also want a product that acknowledges their unique cultural characteristics and business practices. Elisa del Galdo and Jakob Nielsen, International User Interfaces “
  12. 12. @jennyshen Research local culture #1
  13. 13. @jennyshen
  14. 14. @jennyshenGeert Hofstede
  15. 15. @jennyshen - Pragmatic - Thrift is encouraged to prepare for the future - Propensity to save
  16. 16. @jennyshen
  17. 17. @jennyshen transavia.com @jennyshen
  18. 18. @jennyshen Money motivates & de-motivates
  19. 19. @jennyshen
  20. 20. @jennyshenGeert Hofstede
  21. 21. @jennyshen The systematic overview has to be given in order to proceed. This is also reflected by the law system. Details are equally important to create certainty that a certain topic or project is well-thought-out. “
  22. 22. @jennyshen booking page NL v.s. DE
  23. 23. @jennyshen booking page NL v.s. DE
  24. 24. @jennyshen
  25. 25. @jennyshen
  26. 26. @jennyshen
  27. 27. @jennyshen Usability tests with locals #2
  28. 28. @jennyshen
  29. 29. @jennyshen Remote User Testing UXtesting @jennyshen
  30. 30. @jennyshen
  31. 31. @jennyshen Germany, Spain and worldwide Malaysia, Singapore, Indonesia, Philippines, Thailand, Vietnam Worldwide U.S., Canada, Taiwan, India and worldwide
  32. 32. @jennyshen Measure data #3
  33. 33. @jennyshen
  34. 34. @jennyshen Not the real heat map. Mockup created for illustrative purpose
  35. 35. @jennyshen - High drop off on homepage - First clicks on help and company-related links Google Analytics
  36. 36. @jennyshen Ambiguity Lack of trust1. 2.
  37. 37. @jennyshen Trust logos from trustshops.de Reviews from German customers 1. 2. Accepted payment methods3. German customers in roster4. Company description in footer5.
  38. 38. @jennyshen
  39. 39. @jennyshen
  40. 40. @jennyshen Paragraph format is used almost twice as much in Germany as in the U.S. Localization of Web Design: An Empirical Comparison of German, Japanese, and U.S. Website Characteristics, Dianne Cyr and Haizley Trevor-Smith, Simon Fraser University “
  41. 41. @jennyshen
  42. 42. @jennyshen
  43. 43. @jennyshen
  44. 44. @jennyshen Localise copy #4
  45. 45. @jennyshen
  46. 46. @jennyshen furnished apartments serviced apartments corporate housing extended stays temporary housing apart hotels monthly rentals short-term rentals vacation rentals Housing for one month or longer sublets
  47. 47. @jennyshen Housing for one month or longer furnished apartments serviced apartments corporate housing extended stays temporary housing apart hotels monthly rentals short-term rentals vacation rentals sublets
  48. 48. @jennyshen American v.s. Filipino v.s. Dutch
  49. 49. @jennyshen Longest translation first #5
  50. 50. @jennyshen English Dutch
  51. 51. @jennyshen Finnish
  52. 52. @jennyshen Increase vertical space to 3 lines
  53. 53. @jennyshen English Finnish
  54. 54. @jennyshen uniqlo.com/jp
  55. 55. @jennyshen Research local UI patterns #6
  56. 56. @jennyshen DISCOVER is the new hamburger menu Chinese Mobile App UI Trends, Dan Grover Chinese Mobile App UI Trends, Dan Grover
  57. 57. @jennyshen
  58. 58. @jennyshen mozilla.com
  59. 59. @jennyshen mozilla.com.cn
  60. 60. @jennyshen
  61. 61. @jennyshen
  62. 62. @jennyshen
  63. 63. @jennyshen “ Typing Chinese takes a long time and finding the precise word isn’t easy. Search sucks, so optimize for browsing. Bram Pitoyo, Design Strategist at Mozilla
  64. 64. @jennyshenGeert Hofstede
  65. 65. @jennyshen Uniqlo, United Arrows, Hot Pepper
  66. 66. @jennyshen In collectivistic societies, what other people are buying, doing, saying are well-regarded.
  67. 67. @jennyshen Personas of local users #7
  68. 68. @jennyshen
  69. 69. @jennyshen UIfaces
  70. 70. @jennyshen DiverseUI.com
  71. 71. @jennyshen Common Mistakes
  72. 72. @jennyshen Google Translate #1
  73. 73. @jennyshen stuffdutchpeoplelike.com
  74. 74. @jennyshen Dribbble
  75. 75. @jennyshen Dribbble
  76. 76. @jennyshen Idealise designs #2
  77. 77. @jennyshen Dribbble
  78. 78. @jennyshen #firstworldproblems Dribbble
  79. 79. @jennyshen
  80. 80. @jennyshen
  81. 81. @jennyshen
  82. 82. @jennyshen
  83. 83. @jennyshen
  84. 84. @jennyshen Research mobile device usage in emerging markets
  85. 85. @jennyshen Cultural stereotypes #3
  86. 86. @jennyshen
  87. 87. @jennyshen The secrets to world domination
  88. 88. @jennyshen Diverse teams #1 rawpixel.com, Unsplash @jennyshen
  89. 89. @jennyshen Having mixed backgrounds is a real asset when you work in a team: ideas bounce back differently, and you end up making interesting connections. “ Parmigiano & Camembert
  90. 90. @jennyshen Travel & Ethnographic Research #2 Annie Spratt, Unsplash @jennyshen
  91. 91. @jennyshen More positive view on people of countries visited 75% 76% 76%More positive view on other cultures in general More positive view on differences and diversity momondo.com
  92. 92. @jennyshen
  93. 93. @JennyShen Senior UX Designer at Toptal jennyshen.com @jennyshenJenny Shen Liked the talk? Didn’t like it? Let me know what you think!

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