From Tokyo to Stockholm, Paya has designed numerous e-commerce products that cater to global users. With every experience, she continues to learn about different methodologies, processes and workflows but one thing that has helped her throughout her career is her unique ability to understand user behaviour patterns that are unique to different markets. In this talk, Paya will talk about her journey and how to focus on local users in order to deliver global product design.

1. Unlearn our design behaviors
My experiences in Japan & Sweden
Paya Do

2. Hi there! Xin chao! Konnichiwa ! Hej!

3. Japan
Stockholm

4. Cultural & Social aspects
Design approach. A comparison.
Unlearn our design behaviors. My experiences in Japan & Sweden

5. No brand
Unbranded

6. Constructivism
Functionalism

7. Progressive Disclosure Heavily instructed

8. Stockholm Tokyo

9. Layout & Typography
Design approach. A comparison.
Unlearn our design behaviors. My experiences in Japan & Sweden

10. Typography
No lower-case &
upper-case
No italic
No space between
characters

11. Search experience

12. https://spotify.design/article/introducing-spotifys-new-design-principles

13. Context is everything

14. Functionality
over form &
negative
space

15. E-commerce start journey
Unlearn our design behaviors. My experiences in Japan & Sweden
Digital Design. Case studies.

16. Take time to read
relevant information
Understand the
context of how to
look for desired item
Navigate to the
specific category
Go to the item detail
page
Add to cart

17. Look for relevant
information
Navigate to the
specific category
Go to the item detail
page
Decide to purchase

18. Japanese online shopping
help guide
Unlearn our design behaviors. My experiences in Japan & Sweden
Digital Design. Case studies.

19. Redesign the help guide experience
Mercari is the first unicorn start-up in Japan, and the largest C2C marketplace with more than 17 millions Monthly Active Users (as of 2019). The most well known Japanese
tech service in the past decade.

23. Inclusive Design matters
regardless of cultures
Unlearn our design behaviors. My experiences in Japan & Sweden
Digital Design. Case studies.

24. Assistive design
function. H&M web.
User research in
rural Tokyo

25. “ The ultimate design is little different from the
natural world. ” - Kenji Ekuan
Customers Are Different, but Your Strategy is Singular
Context is everything. The design can be bad, or can be
of context you haven’t gotten used to.
No personas can interpret the real customers in the real
world

26. Thank you!
https://www.linkedin.com/in/payado/
https://www.paya-do.com/
yellowmatcha@gmail.com