Global UX: A Journey
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This document discusses global UX and the different ways teams can be structured when designing products for global audiences. It outlines layers of cultural knowledge when working across cultures and locations, from being immersed in a local culture to collaborating globally. The key challenges for global UX teams are understanding the local context, balancing local and global needs, and leveraging diverse perspectives. Innovation comes from open collaboration between global teams designing for worldwide users.
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Global UX: A Journey
- 1. Global UX: A Journey Daniel Szuc, Apogee Whitney Quesenbery, WQusability
- 3. Peter Ballard Bob Barlow-Busch Steve Baty Ronnie Battista Jakob Biesterfeldt Sarah Bloomer Kevin Brooks Andy Budd Jennifer Carey Samir Chabukswar Raven Chai Calvin Chan Kevin Cheng Giles Colborne Jenna Date Bill DeRouchey Janna DeVylder Wei Ding Matt Dooley Darci Dutcher Jeff Eddings Will Evans Henning Fischer Pabin Gabriel-Petit Gerry Gaffney Peter Grierson Rachel Hinman Adrian Hallam Olive Hsin Jim Hudson Jhumkee Iyengar Jhilmil Jain Kaleem Kahn Anne Kaikkonen Anjali Kelkar Silvia LaHong Mike Lai Kevin Lee Joe Leech Yu-Hsiu Li Tim Loo Aaron Marcus Chris Marmo Itamar Medeiros Trent Mankelow Jim Nieters Noriko Osaka Christine Petersen Martin Polley Dennis Poon Steve Portigal Maren Pyenson Bas Raijmakers Michael de Regt Katharina Reinecke Marc Rettig Chris Rourke Josh Seiden Tomer Sharon Maria Sit Vicky Teinaki Geke van Dijk Michele Visciola Doug Wang Mark Webster Kimberly Wiessner Jo Wong Amanda Wright
- 5. What does it mean to think globally?
- 6. Open to other cultures Distance from my own viewpoint Empathy with different ways of thinking Responsibility on a broader ecological level
- 7. Global UX starts with you
- 8. What cultural influences do we bring to our work?
- 9. How different cultures do you belong to now? What culture did you grow up in? How many countries have you visited? How many cultures are represented on your team?
- 10. Layers of cultural knowledge
- 11. Immersion in a culture
- 12. What does this mean for global UX teams?
- 13. One culture Many locations Many cultures Many locations Where the UX team is based One culture One location Many cultures One location Where the products are used
- 14. Deep understanding of the local context Immersed in it as a native (or thinking like one) Local Team Local Product
- 15. Working from the outside for another culture. Global Team Local Product
- 16. Central design team reaching out to do global research or working through partners Local team Product for many cultures
- 17. The connected world Many voices from many cultures contributing Global Team Global Product
- 18. The flat world:multipoint collaboration Outsourcing: borrowed resources Teams may be located anywhere, products are used in many places, Contributions to the product are collaborative, with no single center. Individuals bring distinct perspectives to the collaboration. Teams from many places work on products primarily for other locations or cultures. Project is managed from a central points. All work is based on the culture of the target market. Where the UX team is based One location Many locations Global reach:travel + local partners The local world:single point culture A team from one place creates products used in many different places. The product is controlled centrally, with insights from target audiences. Individuals may travel for research, or use local partners as surrogates. A team in a single location or country, creating a product used in the same place. Product management and individual team members are all part of the target culture. One culture Many cultures Where the products are used
- 19. Innovation comes from everywhere Global products need global teams
- 20. Global UX:Research and design in a connected world Due out… sometime in Novemberamazon.com/gp/product/012378591X@globalux Daniel Szucdszuc@apogeehk.com@dszuc Whitney Quesenberywhitneyq@wqusability.com@whitneyq
Editor's Notes
- For the past year, we’ve been exploring the world of global ux practice. Today, we’l share a little bit of that journeyNot: how to, getting 5 laptops through customs, meanings of colors around the world, or a primer on differences in the global banking system.
- Nod to Paul Sherman
- A journalistic project - based on over 65 hours of interviews with people who represent a diverse array of practice, location and experience.
- The book has also a journey in itself, launched on several hundred post-it notes. (We’re from UX, of course)Reflected global challenges: skype, email, timezonesAnd realities of modern life: moves, job changes, projects, too many ideasMostly, it’s raised a lot of questions for us about how we add global goodness to a project.Does it require someone who happened to have a childhood that took them around to live in many countries and learn lots of languages – is t about personal history?Do you have to live in airports – that is, is it entirely about travel?Do you have to work on a large “global” product in a large global company – certainly makes it easier, but not all there is.What we want to do today is walk through some of the questions we’ve wrestled with, and see how this fits with your thinking.You are the victims or beneficiaries of where we are in the process – which is pretty much up to “last chance” edits.
- The first question:What do we mean by global and thinking globally?It’s one of the questions we asked everyone we interviewed. No context, just the question – what comes to mind for them.WHAT COMES TO MIND FOR YOU?
- We heard:Lots of “big” wordsAnd also a lot of practical things.
- One of the things that we become very aware of is how personal a journey this is:Biggest thing we heard: Global UX starts with youopenness: curiosity, willingness to immerse yourself in another culture Learn the language Get out of the lab or office Just experience itAnd then, making it part of your work with awareness of other cultural experience and perspectives as you designNot that different from usability or UX or a11y or even basic quality: it’s a way of thinking about the work
- Is country = culture?
- When we talk about culture, we often leap to the big, deep issues: Knowlede, language, beliefs, attitudes, practices, customs, learned patternsBut also a layer of practicalities. Not unlike preparing a good dish:Task/project – imposes a set of constraints (whether we choose to accept or challenge them)Ingredients or basic hygiene - infrastructure, legal, finance system, government – things you should “just go learn”Preparation / recipe – market specifics of currency, date/time etc formats – factsAnd only then do you start to get into languge, culture, attitudes, habits and customs
- One of the big words that kept coming up was immersionAll about research –When, why and how to do it.Not a tick box. Not a badge to collect.Often the real challenge is to get the whole team to see the persectives Learn from others Immersion by proxyStories
- Switch gears here, and come up out of the realm of personal perspectivesBecause UX is a team sport, and we also wanted to know what all of this meant for global teams.
- Introduce the grid, briefly
- Greetings
- When you put it all together, there’s some food for thought about our team relationships and what we expect from each other
- One of the challenges of writing a book is that you can get lost in the details – so many words to string together.At the end, we sat down and wondered if there was one take-away from the book that we didn’t start with, and it mght be this.It may seem obvious, butInnovation comes from everywhere. (Probably not as big a headline in Australia or Singapore or India, but… US vs. world perspective). Global products need global teams. (Yes, we need to be prepared, and do the research, and help our teams be more open to global perspectives, but in the end there are too many details in design to rely entirely on research… for a real global perspective, think you need a global team.