Cultural design aesthetics have become less isolated and influence each other to evolve a global design standard as technology spreads. Differences between countries in aesthetics and interactions continue to meld. What is the future of international design? How can we design an experience that people feel connected to and love regardless of their location?

1. DESIGN EVERYONE
LOVES EVERYWHERE
Image source: http://fiusm.com/2014/01/24/the-digital-void-january-24-2014/
ELIZABETH JENSEN :: SXSW MARCH 11, 2014

2. What are the differences and similarities in
web design preferences around the world?
!
How have these changed as the web has
become more pervasive?
!
What is the cultural basis for differences in
design preferences?

3. We are following international
trends instead of creating new
and better proposals. We missed
our identity as a country.
“ Miguel Calderon
Group W

4. Source: Popular Science, “How the Internet Has Spread Around the World”

5. Globalization has
changed us into a
company that
searches the world,
not just to sell or to
source, but to find
intellectual capital -
the world's best
talents and
greatest ideas.
“
Jack Welch
GE CEO, 1981-2001
Image source: http://www.huffingtonpost.com

6. TODAY
TOMORROW
• Overall approaches
• Typography, color, metaphors
• Usability
• Disruptions and turning points
• Where innovation will come from
Image source: http://www.forbes.com

7. GOING GLOBAL TODAY
Image source: http://ournewclimate.blogspot.com/2012/04/dilemma-of-distance.html

17. [Our regional identity]
is the language in
which we dream and
laugh, the language of
our exasperations and
tears. For most of us,
this language is not
English, and quite
likely it is not written
with the Latin script.
“
Gerry Leonidas
Typographica

19. Image source: http://www.informationisbeautiful.net/visualizations/colours-in-cultures/

20. I do not think it means!
what you think it means…

21. USABILITY = LESS OBVIOUS
Image source: http://www2.sta.uwi.edu/usability/workshop/photo-gallery.html

22. GEERT HOFSTEDE’S
CULTURAL DIMENSIONSImage source: http://www.masterinternationalcommunication.eu

23. Power Distance
!
!
!
Image source: http://www.masterinternationalcommunication.eu

24. Power Distance
Individualism
!
!
Image source: http://www.masterinternationalcommunication.eu

25. Power Distance
Individualism
Uncertainty Avoidance
!
Image source: http://www.masterinternationalcommunication.eu

26. Power Distance
Individualism
Uncertainty Avoidance
Masculinity
Image source: http://www.masterinternationalcommunication.eu

27. Power Distance
Individualism
Uncertainty Avoidance
Masculinity
Indulgence
Image source: http://www.masterinternationalcommunication.eu

28. 80
40
20
91
66
62
30
46
24
68
Uncertainty
Avoidance
IndulgenceIndividualism MasculinityPower
Distance
CHINA U.S.
Image source:Flickr James Cridland

29. SO… WHAT’S NEXT?
Image source: Back to the Future

30. Internet users in 2012 as a percent of the population
Image source: International Telecommunication Union

32. Images source: wikipedia.org

33. Images source: http://thespillblog.co.uk

34. Images source: http://www.apartmenttherapy.com

36. Image source: http://odedezer.com

37. Image source: http://odedezer.com
I think English is boring, and
other languages and writing
systems are utterly important
for the mainstream – which is
English now – because they
bring some fresh air!
“
Oded Ezer

38. Image source: http://en.wikipedia.org/wiki/Classroom
CHINESE INNOVATION

39. This year, for the first time in history,
!
in R&D spending intensity.
Image source:!
http://www.nature.com
CHINA HAS SURPASSED EUROPE

40. China could produce more
than 1.75 million graduates
with design training in the
next 10 years.

41. China is now the largest market in
the world for design education.
“ Lorraine Justice
China’s Design Revolution
Image source: vignellicenter.rit.edu

43. While we do see many
universal similarities in
consumer needs, there
are also unique nuances
in user behavior, habits
and sentiments in each
market.
“
Poshu Yeung
Tencent Vice President
International Business
Image source: http://www.advertlets.com/weblog/2013/04/10/wechat-launches-its-first-malay-tvc/

44. Image source: http://www.techinasia.com

45. If you are 18-39, you pay RMB 1 (6 cents) for
RMB 1,000 ($162) of coverage.
!
You get an additional RMB 1,000 of coverage for
every friend that registers by clicking on the
promotion in your stream.
!
You could accumulate up to RMB 10,000
($16,000) in malignant tumor insurance.
Image source: http://www.techweb.com.cn/internet/2014-03-05/2013043.shtml

48. Image source: http://gigaom.com/2012/08/27/evernote-ceo-phil-libin/
“
Phil Libin
CEO Evernote
We’re in China
because I firmly
believe that China
will be the crucible
of innovation over
the next decade.

49. TODAY
TOMORROW
• Overall approaches
• Typography, color, metaphors
• Usability
• Disruptions and turning points
• Where innovation will come from
Image source: http://www.forbes.com
YESTERDAY
• Spread of the Internet

50. • Start designing for globalization from the beginning
• Build a diverse design team
• Connect with designers in other parts of the world
• Expand your go-to list of inspiration sources
• User test internationally
MAKING DESIGN EVERYONE LOVES
Image source:Flickr James Cridland

51. THANK YOU
:)
SLIDES AVAILABLE AT:
elizabethannjensen@gmail.com
CONTACT: