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@ryannguyentt
Designing for Global
and Local Markets
Ryan Nguyen / ryanntt.com
UX designer / Wego
www.unicomlearning.com
@ryannguyentt
Hi, I’m Ryan
and I’m an UX Designer with
experience in product design
@ryannguyentt@ryannguyentt@ryannguyentt
Global travel search engine
@ryannguyentt
@ryannguyentt@ryannguyentt@ryannguyentt
Global Localised travel search engine
@ryannguyentt
@ryannguyentt@ryannguyentt@ryannguyentt
Founded 2005, grown to 100+ employees with
5 global offices
● Singapore
● Jakarta
...
@ryannguyentt@ryannguyentt@ryannguyentt
51
localised sites
36
languages
@ryannguyentt@ryannguyentt@ryannguyentt
Globalisation and Localisation
@ryannguyentt@ryannguyentt@ryannguyentt
Localisation
refers to the adaptation of a product, application or document
conten...
@ryannguyentt@ryannguyentt@ryannguyentt
Internationalisation (Globalisation)
is the design and development of a product, a...
@ryannguyentt@ryannguyentt@ryannguyentt
Market and Culture
@ryannguyentt@ryannguyentt@ryannguyentt
Culture
Set of patterns of human activity within a community
or social group and t...
@ryannguyentt@ryannguyentt@ryannguyentt
International Culture
National Culture
Subculture
Cultural Groups
From Wikipedia
@ryannguyentt@ryannguyentt@ryannguyentt
Task
Infrastructure
Legal
Market
Language
Culture
Layers of Culture
From Giles Col...
@ryannguyentt@ryannguyentt@ryannguyentt
Thomas L. Friedman,
The World Is Flat: A Brief History of the Twenty-first
Century...
@ryannguyentt@ryannguyentt@ryannguyentt
Think Globally
Understand different perspectives, culture and design
product that ...
@ryannguyentt@ryannguyentt@ryannguyentt
Think Locally
Understand a culture well and design the product to fit in local cul...
@ryannguyentt@ryannguyentt@ryannguyentt
51
localised sites
36
languages
5
global offices
@ryannguyentt@ryannguyentt@ryannguyentt
Open to opportunities
@ryannguyentt@ryannguyentt@ryannguyentt
Understand opportunities
in emerging markets
@ryannguyentt@ryannguyentt@ryannguyentt
Flexible architecture for
localisation
@ryannguyentt@ryannguyentt@ryannguyentt
Challenges
@ryannguyentt
Language
● Text direction
● Character width
● Character height
● Character spacing
● Line height
● Widow tex...
@ryannguyentt
wego.com.sg
English
Desktop
sa.wego.com
Arabic
Desktop
Language
@ryannguyentt
Screens
● Typography
● Responsive Design
● Adaptive for Connectivity
@ryannguyentt
Tablet
Mobile
Phone
Screens
@ryannguyentt
Currency
● Long currency
@ryannguyentt
IDR
longer currency
SGD
Currency
@ryannguyentt
Content
● Different markets
● Different audience
@ryannguyentt
Content
Hotels in San Francisco
(left to right)
wego.co.in
wego.ae
@ryannguyentt
Content
Travel News (English)
wego.com/news/
@ryannguyentt
Content
Travel On (Bahasa)
wego.co.id/berita/
@ryannguyentt@ryannguyentt@ryannguyentt
Design Process
● Research
● Validation
● Iteration
@ryannguyentt@ryannguyentt@ryannguyentt
Research
@ryannguyentt@ryannguyentt@ryannguyentt
Validation
@ryannguyentt@ryannguyentt@ryannguyentt
Conversion rate to booking page
+11.69%
Loading speed
-20.78%
Hotel Mobile Site
La...
@ryannguyentt@ryannguyentt@ryannguyentt
Testing on
specific locales
languages
screen sizes
devices
@ryannguyentt@ryannguyentt@ryannguyentt
Iteration
@ryannguyentt@ryannguyentt@ryannguyentt
We go fast
break fast
improve fast
@ryannguyentt@ryannguyentt@ryannguyentt
Product Teams
@ryannguyentt@ryannguyentt@ryannguyentt
5
UX designers
30
Engineers
3
Products
@ryannguyentt@ryannguyentt@ryannguyentt
Culture
● Being Open to Others
● Cross-Cultural Experience
● Travel
● Understand L...
@ryannguyentt@ryannguyentt@ryannguyentt
Global Product
= Global Culture
@ryannguyentt@ryannguyentt@ryannguyentt
Thank You
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Designing for Global and Local Markets

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Topic Abstract:
For any company starting to venture into new markets with different culture and demographic, there many challenges in localizing content and services to be taken care of. This requires thorough understanding of local culture and redesigning the product to meet different needs of local markets. This talk will discuss the challenges we have in Wego and how we have been tackling them.

Speaker Profile:
My name is Ryan Nguyen, an UX designer in Web Experience team in Wego, a global search engine that helps you find all travel deals.

Published in: Design
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Designing for Global and Local Markets

  1. 1. @ryannguyentt Designing for Global and Local Markets Ryan Nguyen / ryanntt.com UX designer / Wego www.unicomlearning.com
  2. 2. @ryannguyentt Hi, I’m Ryan and I’m an UX Designer with experience in product design
  3. 3. @ryannguyentt@ryannguyentt@ryannguyentt Global travel search engine @ryannguyentt
  4. 4. @ryannguyentt@ryannguyentt@ryannguyentt Global Localised travel search engine @ryannguyentt
  5. 5. @ryannguyentt@ryannguyentt@ryannguyentt Founded 2005, grown to 100+ employees with 5 global offices ● Singapore ● Jakarta ● Bangalore ● Dubai ● Taipei
  6. 6. @ryannguyentt@ryannguyentt@ryannguyentt 51 localised sites 36 languages
  7. 7. @ryannguyentt@ryannguyentt@ryannguyentt Globalisation and Localisation
  8. 8. @ryannguyentt@ryannguyentt@ryannguyentt Localisation refers to the adaptation of a product, application or document content to meet the language, cultural and other requirements of a specific target market (a locale). From W3C - The World Wide Web Consortium
  9. 9. @ryannguyentt@ryannguyentt@ryannguyentt Internationalisation (Globalisation) is the design and development of a product, application or document content that enables easy localisation for target audiences that vary in culture, region, or language. From W3C - The World Wide Web Consortium
  10. 10. @ryannguyentt@ryannguyentt@ryannguyentt Market and Culture
  11. 11. @ryannguyentt@ryannguyentt@ryannguyentt Culture Set of patterns of human activity within a community or social group and the symbolic structures that give such activity significance. Customs, laws, dress, architectural style, social standards, religious beliefs, and traditions are all examples of cultural elements. From Wikipedia
  12. 12. @ryannguyentt@ryannguyentt@ryannguyentt International Culture National Culture Subculture Cultural Groups From Wikipedia
  13. 13. @ryannguyentt@ryannguyentt@ryannguyentt Task Infrastructure Legal Market Language Culture Layers of Culture From Giles Colborne and CXPartners Easy to predict Hard to predict
  14. 14. @ryannguyentt@ryannguyentt@ryannguyentt Thomas L. Friedman, The World Is Flat: A Brief History of the Twenty-first Century “People will change their habits quickly if they have a strong reason for doing so.”
  15. 15. @ryannguyentt@ryannguyentt@ryannguyentt Think Globally Understand different perspectives, culture and design product that reach across cultures
  16. 16. @ryannguyentt@ryannguyentt@ryannguyentt Think Locally Understand a culture well and design the product to fit in local culture
  17. 17. @ryannguyentt@ryannguyentt@ryannguyentt 51 localised sites 36 languages 5 global offices
  18. 18. @ryannguyentt@ryannguyentt@ryannguyentt Open to opportunities
  19. 19. @ryannguyentt@ryannguyentt@ryannguyentt Understand opportunities in emerging markets
  20. 20. @ryannguyentt@ryannguyentt@ryannguyentt Flexible architecture for localisation
  21. 21. @ryannguyentt@ryannguyentt@ryannguyentt Challenges
  22. 22. @ryannguyentt Language ● Text direction ● Character width ● Character height ● Character spacing ● Line height ● Widow text ● Lost meaning in translation
  23. 23. @ryannguyentt wego.com.sg English Desktop sa.wego.com Arabic Desktop Language
  24. 24. @ryannguyentt Screens ● Typography ● Responsive Design ● Adaptive for Connectivity
  25. 25. @ryannguyentt Tablet Mobile Phone Screens
  26. 26. @ryannguyentt Currency ● Long currency
  27. 27. @ryannguyentt IDR longer currency SGD Currency
  28. 28. @ryannguyentt Content ● Different markets ● Different audience
  29. 29. @ryannguyentt Content Hotels in San Francisco (left to right) wego.co.in wego.ae
  30. 30. @ryannguyentt Content Travel News (English) wego.com/news/
  31. 31. @ryannguyentt Content Travel On (Bahasa) wego.co.id/berita/
  32. 32. @ryannguyentt@ryannguyentt@ryannguyentt Design Process ● Research ● Validation ● Iteration
  33. 33. @ryannguyentt@ryannguyentt@ryannguyentt Research
  34. 34. @ryannguyentt@ryannguyentt@ryannguyentt Validation
  35. 35. @ryannguyentt@ryannguyentt@ryannguyentt Conversion rate to booking page +11.69% Loading speed -20.78% Hotel Mobile Site Launched in Feb 2016 ● Cleaner design ● Lighter (download size)
  36. 36. @ryannguyentt@ryannguyentt@ryannguyentt Testing on specific locales languages screen sizes devices
  37. 37. @ryannguyentt@ryannguyentt@ryannguyentt Iteration
  38. 38. @ryannguyentt@ryannguyentt@ryannguyentt We go fast break fast improve fast
  39. 39. @ryannguyentt@ryannguyentt@ryannguyentt Product Teams
  40. 40. @ryannguyentt@ryannguyentt@ryannguyentt 5 UX designers 30 Engineers 3 Products
  41. 41. @ryannguyentt@ryannguyentt@ryannguyentt Culture ● Being Open to Others ● Cross-Cultural Experience ● Travel ● Understand Local Customs ● Learning Language
  42. 42. @ryannguyentt@ryannguyentt@ryannguyentt Global Product = Global Culture
  43. 43. @ryannguyentt@ryannguyentt@ryannguyentt Thank You

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