How to approach UX design across different cultures

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Businesses know they need to localize their products before expanding into a new market. However, many businesses neglect the importance of cultural diversity and merely offer translations. In this talk, we will discuss examples from Jenny’s experience of designing for users in Europe, North- and South America, Asia, and Southeast Asia.

Topics will include:
• what does culture influence?
• common design patterns for different cultures
• do’s and dont’s for cross-cultural UX design

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How to approach UX design across different cultures

  1. 1. @JennyShen .. How to Approach UX Design Across Different Cultures Jenny Shen | Amsterdam UX | May 2016
  2. 2. @JennyShen Freelance UX/UI Designer Founder of Ladies that UX Amsterdam
  3. 3. @JennyShen 7 countries & 24 nationalities
  4. 4. @JennyShen Questions at the end please?
  5. 5. @JennyShen What is culture? @JennyShen
  6. 6. @JennyShen The collective programming of the mind distinguishing the members of one group or category of people from others. Geert Hofstede, Gert Jan Hofstede, Michael Minkov, Cultures and Organizations: Software of the Mind. Revised and Expanded 3rd Edition. New York: McGraw-Hill USA, 2010 “ @JennyShen
  7. 7. @JennyShen Geert Hofstede, Gert Jan Hofstede, Michael Minkov, Cultures and Organizations: Software of the Mind. Revised and Expanded 3rd Edition. New York: McGraw-Hill USA, 2010 Cultural Dimensions @JennyShen
  8. 8. @JennyShen
  9. 9. @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 “
  10. 10. @JennyShen What does it mean for UX Designers? @JennyShen
  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 Do’s
  13. 13. @JennyShen Local Copywriting
  14. 14. @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
  15. 15. @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
  16. 16. @JennyShen
  17. 17. @JennyShen American v.s. Filipino @JennyShen
  18. 18. @JennyShen Longest Language
  19. 19. @JennyShen TravelBird app download banner @JennyShen English Dutch
  20. 20. @JennyShen Finnish @JennyShen
  21. 21. @JennyShen Solution 3 lines in the text field @JennyShen
  22. 22. @JennyShen Result English Finnish @JennyShen
  23. 23. @JennyShen Perfect the UX in all languages, even if UI looks imperfect in some. Myself :) “
  24. 24. @JennyShen@JennyShen
  25. 25. @JennyShen
  26. 26. @JennyShen
  27. 27. @JennyShen
  28. 28. @JennyShen makeFit Check if text fits. If it doesn’t, it makes the text smaller. @JennyShen https://github.com/aaronbarker/makefit
  29. 29. @JennyShen Research- based Design
  30. 30. @JennyShen
  31. 31. @JennyShen Geert Hofstede, Gert Jan Hofstede, Michael Minkov, Cultures and Organizations: Software of the Mind. Revised and Expanded 3rd Edition. New York: McGraw-Hill USA, 2010 Pragmatic nature Encourage thrift and efforts in modern education as a way to prepare for the future Strong propensity to save and invest, thriftiness and perseverance in achieving results @JennyShen
  32. 32. @JennyShen@JennyShen
  33. 33. @JennyShen transavia.com @JennyShen
  34. 34. @JennyShen Money as a motivator and de-motivator
  35. 35. @JennyShen
  36. 36. @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. Geert Hofstede, Gert Jan Hofstede, Michael Minkov, Cultures and Organizations: Software of the Mind. Revised and Expanded 3rd Edition. New York: McGraw-Hill USA, 2010 “ @JennyShen
  37. 37. @JennyShen booking page NL v.s. DE
  38. 38. @JennyShen booking page NL v.s. DE
  39. 39. @JennyShen
  40. 40. @JennyShen
  41. 41. @JennyShen
  42. 42. @JennyShen Measure Data
  43. 43. @JennyShen
  44. 44. @JennyShen
  45. 45. @JennyShen High drop off on homepage First clicks on help and website-related links @JennyShen
  46. 46. @JennyShen Assumptions Ambiguity Lack of trust1 2
  47. 47. @JennyShen Suggestions German customers in rooster Trust logos from trustshops.de Customer reviews Accepted payment methods Short description about company in footer @JennyShen
  48. 48. @JennyShen@JennyShen
  49. 49. @JennyShen@JennyShen
  50. 50. @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 “ @JennyShen
  51. 51. @JennyShen
  52. 52. @JennyShen
  53. 53. @JennyShen
  54. 54. @JennyShen Research UI Patterns
  55. 55. @JennyShen Discover is the new Hamburger menu Chinese Mobile App UI Trends, Dan Grover @JennyShen Chinese Mobile App UI Trends, Dan Grover
  56. 56. @JennyShen
  57. 57. @JennyShen mozilla.com @JennyShen
  58. 58. @JennyShen mozilla.com.cn @JennyShen
  59. 59. @JennyShen
  60. 60. @JennyShen
  61. 61. @JennyShen “ @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
  62. 62. @JennyShen Verify Personas
  63. 63. @JennyShen@JennyShen
  64. 64. @JennyShen Local User Testing
  65. 65. @JennyShen@JennyShen
  66. 66. @JennyShen
  67. 67. @JennyShen@JennyShen
  68. 68. @JennyShen Remote User Testing quantity, on-demand, flexible @JennyShen
  69. 69. @JennyShen Germany, Spain and worldwide Malaysia, Singapore, Indonesia, Philippines, Thailand, Vietnam Worldwide @JennyShen
  70. 70. @JennyShen Don’ts
  71. 71. @JennyShen Google Translate
  72. 72. @JennyShen stuffdutchpeoplelike.com
  73. 73. @JennyShen
  74. 74. @JennyShen
  75. 75. @JennyShen Idealize Designs
  76. 76. @JennyShen
  77. 77. @JennyShen #firstworldproblems
  78. 78. @JennyShen
  79. 79. @JennyShen
  80. 80. @JennyShen
  81. 81. @JennyShen
  82. 82. @JennyShen Stereotype Personas
  83. 83. @JennyShen
  84. 84. @JennyShen Resources Cultures and Organizations: Software of the Mind by Geert Hofsted, Gert Jan Hofsted, Michael Minkov Global UX: Design and Research in a Connected World by Whitney Quesenbery and Daniel Szuc geert-hofstede.com The Culture Map: Breaking Through the Invisible Boundaries of Global Business by Erin Meyer
  85. 85. @JennyShen BONUS @JennyShen
  86. 86. @JennyShen Create a team of diverse talents. @JennyShen
  87. 87. @JennyShen Strength lies in differences, not in similarities. — Stephen R. Covey Educator and Author of “The 7 Habits of Highly Effective People" “
  88. 88. @JennyShen Be open-minded and curious in other cultures and habits. @JennyShen
  89. 89. @JennyShen Travel
  90. 90. @JennyShen
  91. 91. @JennyShen jenny@jennyshen.ca @jennyshen Questions?
  92. 92. @JennyShen #25-27: https://medium.com/lux-team/responsive-navigation-for-73-languages-83eec588db28 #55-56: dangrover.com/blog/2014/12/01/chinese-mobile-app-ui-trends.html #59-60: Bram Pitoyo, Cluttered, UX Malaysia #73-74: https://dribbble.com/shots/2182953-Business-Cards-for-in-Asia #76-77: https://dribbble.com/shots/2552705-Sling-Music-Sharing-App #83: http://deadline.com/2015/02/bruce-lee-biopic-shannon-lee-enter-the-dragon-1201382941 #90: https://myhealingtime.files.wordpress.com/2015/03/thank-you-in-any-language.jpg Credits

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