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Build bridges, not walls—Design for users across cultures
Oct. 13, 2017•0 likes•809 views
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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
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Build bridges, not walls—Design for users across cultures
- @JennyShen .. Build bridges, not walls Design for users across cultures Jenny Shen | WebCamp Zagreb | October 2017
- @JennyShen
- @jennyshen
- @jennyshen Travelled to Lived in Worked with Users from 46 6 20+ 27countries countries countriesclients
- @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.
- @jennyshen What is CULTURE?
- @jennyshen The collective programming of the mind distinguishing the members of one group or category of people from others. “ Geert Hofstede
- @jennyshenGeert Hofstede Cultural Dimensions
- @jennyshen What does it mean for Designers & Developers?
- @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 “
- @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 “
- @jennyshen Research local culture #1
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- @jennyshenGeert Hofstede
- @jennyshen - Pragmatic - Thrift is encouraged to prepare for the future - Propensity to save
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- @jennyshen transavia.com @jennyshen
- @jennyshen Money motivates & de-motivates
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- @jennyshenGeert Hofstede
- @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. “
- @jennyshen booking page NL v.s. DE
- @jennyshen booking page NL v.s. DE
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- @jennyshen Usability tests with locals #2
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- @jennyshen Remote User Testing UXtesting @jennyshen
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- @jennyshen Germany, Spain and worldwide Malaysia, Singapore, Indonesia, Philippines, Thailand, Vietnam Worldwide U.S., Canada, Taiwan, India and worldwide
- @jennyshen Measure data #3
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- @jennyshen Not the real heat map. Mockup created for illustrative purpose
- @jennyshen - High drop off on homepage - First clicks on help and company-related links Google Analytics
- @jennyshen Ambiguity Lack of trust1. 2.
- @jennyshen Trust logos from trustshops.de Reviews from German customers 1. 2. Accepted payment methods3. German customers in roster4. Company description in footer5.
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- @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 “
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- @jennyshen Localise copy #4
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- @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
- @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
- @jennyshen American v.s. Filipino v.s. Dutch
- @jennyshen Longest translation first #5
- @jennyshen English Dutch
- @jennyshen Finnish
- @jennyshen Increase vertical space to 3 lines
- @jennyshen English Finnish
- @jennyshen uniqlo.com/jp
- @jennyshen Research local UI patterns #6
- @jennyshen DISCOVER is the new hamburger menu Chinese Mobile App UI Trends, Dan Grover Chinese Mobile App UI Trends, Dan Grover
- @jennyshen
- @jennyshen mozilla.com
- @jennyshen mozilla.com.cn
- @jennyshen
- @jennyshen
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- @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
- @jennyshenGeert Hofstede
- @jennyshen Uniqlo, United Arrows, Hot Pepper
- @jennyshen In collectivistic societies, what other people are buying, doing, saying are well-regarded.
- @jennyshen Personas of local users #7
- @jennyshen
- @jennyshen UIfaces
- @jennyshen DiverseUI.com
- @jennyshen Common Mistakes
- @jennyshen Google Translate #1
- @jennyshen stuffdutchpeoplelike.com
- @jennyshen Dribbble
- @jennyshen Dribbble
- @jennyshen Idealise designs #2
- @jennyshen Dribbble
- @jennyshen #firstworldproblems Dribbble
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- @jennyshen Research mobile device usage in emerging markets
- @jennyshen Cultural stereotypes #3
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- @jennyshen The secrets to world domination
- @jennyshen Diverse teams #1 rawpixel.com, Unsplash @jennyshen
- @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
- @jennyshen Travel & Ethnographic Research #2 Annie Spratt, Unsplash @jennyshen
- @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
- @jennyshen
- @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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