Build Bridges, Not Walls—Design for Users Across Cultures
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1) The document discusses the importance of designing products for users across different cultures. It emphasizes researching local culture, UI patterns, and metrics to better understand user needs and behaviors in other countries. 2) Key recommendations include researching cultural dimensions, local language usage, holidays, norms, and competitor practices. Elements to consider for localization are addressed formats, languages, sensitivities, and internet speeds. 3) Superficial translations or assumptions should be avoided. Living locally and understanding cultural context is the best way to design culturally competent products and experiences.
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Build Bridges, Not Walls—Design for Users Across Cultures
- 1. @JennyShen .. Build bridges, not walls Design for users across cultures Jenny Shen | UX Salon | May 2018
- 2. @JennyShen
- 3. @jennyshen
- 4. @jennyshen Travelled to 49countries Lived in 6countries Users from 27countries Worked with 20+clients
- 7. @jennyshen What does it mean for UX professionals?
- 8. @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 “
- 10. @jennyshen
- 12. @jennyshen - Pragmatic - Thrift is encouraged to prepare for the future - Propensity to save
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- 17. @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
- 18. @jennyshen booking page NL v.s. DE
- 19. @jennyshen
- 20. @jennyshen Research local UI patterns #2
- 21. @jennyshen DISCOVER is the new hamburger menu Chinese Mobile App UI Trends, Dan Grover Chinese Mobile App UI Trends, Dan Grover
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- 28. @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
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- 31. @jennyshen Not the real heat map. Mockup created for illustrative purpose
- 32. @jennyshen - High drop off on homepage - First clicks on help and company-related links Google Analytics
- 34. @jennyshen Trust logos from trustshops.de Reviews from German customers 1. 2. Accepted payment methods 3. German customers in roster 4. Company description in footer5.
- 35. @jennyshen
- 38. @jennyshen Internet research Wikipedia internations.org blogs expat sites country official sites • Holidays&Religion • Colloquial Language&Slangs • Characteristics
- 39. @jennyshen • Holidays&Religion Internet research Wikipedia internations.org blogs expat sites country official sites • Colloquial Language&Slangs • Characteristics Singlish Malay Grab, eatigo.com
- 40. @jennyshen Internet research Wikipedia internations.org blogs expat sites country official sites 驚輸 : fear of losing • Competition • Prestige • Scoring good deals “Kiasu” • Holidays&Religion • Colloquial Language&Slangs • Characteristics goodyfeed.com
- 41. @jennyshen Internet research Wikipedia internations.org blogs expat sites country official sites Vesak Day 5% 14% 19% 18% 11% 33% Buddhism Taoism None Christianity Islam Hinduism Hari Raya Puasa Hari Raya Haji Deepavali Good Friday Christmas • Holidays&Religion • Colloquial Language&Slangs • Characteristics Wikipedia, Uber
- 42. @jennyshen Informal Interviews UX Manager at Singaporean Fashion E-commerce Platform “Shoppingisahobbyformany Singaporeans.Peoplebuyjustbecause somethingisonsale.Thereisnothingmuch elsetodointhecountrybesideshopping.” “
- 43. @jennyshen Livinglikealocal is the best way to learn and experience local culture @jennyshen Christian Battaglia, Unsplash
- 45. @jennyshen Competitor analysis1. Academic research2. E-commerce reports White papers 3. 4. Research in local language, not English or your language
- 46. @jennyshen Localisation Elements • Addressformat• Holidayandsaleperiods • Officiallanguages • Persona • Device/smartphonestats • Politicalsensitivity&tabootopics • Internetspeed • Name:formatandlength
- 47. @jennyshen Localisation Elements • Addressformat• Holidayandsaleperiods • Officiallanguages • Persona • Device/smartphonestats • Politicalsensitivity&tabootopics • Internetspeed • Name:formatandlength• English spelling (UK or US) • Chinese (Traditional or Simplified) • Dialects
- 48. @jennyshen Localisation Elements • Addressformat• Holidayandsaleperiods • Officiallanguages • Persona • Device/smartphonestats • Politicalsensitivity&tabootopics • Internetspeed • Name:formatandlength • SinglesDay (November 11), China • BlackFriday,Cyber Monday,andBoxingDay (After Thanksgiving, After Christmas), USA & Canada • GreatSingaporeSale (June through August), Singapore • WhiteValentine’sDay (March 14) Japan, Taiwan, Malaysia and more
- 49. @jennyshen Localisation Elements • Addressformat• Holidayandsaleperiods • Officiallanguages • Persona • Device/smartphonestats • Politicalsensitivity&tabootopics • Internetspeed • Name:formatandlength• SouthKorea: 28.6 Mb/s • Israel: 11.2 Mb/s • Brazil: 3.6 Mb/s • Philippines: 2.8 Mb/s • Venezuela: 1.5 Mb/s Akamai Q1 2017 & Q3 2015 global average connection speeds rankings, Wikipedia
- 50. @jennyshen Localisation Elements • Addressformat• Holidayandsaleperiods • Officiallanguages • Persona • Device/smartphonestats • Politicalsensitivity&tabootopics • Internetspeed • Name:formatandlength gs.statcounter.com
- 56. @jennyshen