講者將分享她從美國矽谷一路走來到香港 Isobar 之後的用戶體驗設計經驗。 從小受西方教育，在美國一路念到史丹佛大學人機碩士，近年來回到香港工作，接觸到許多中國專案，接受文化衝擊的洗禮可見一斑，因此她將從「外人」的角度分享她在 Isobar 專案團隊面臨的設計挑戰，以及如何發展出合適的方法來因應中國市場。 講綱： ● 從西到東 – 由美國到中國 ● 關於中國的「眉角」 ● 理解中國目標市場之道 ● 中國設計思考、感受、執行要點

1. 創新設計年會
設計的文化衝擊
當東方遇上西方
Alfreda Yu
Isobar Hong Kong

2. 創新設計年會
EAST to WEST

3. 創新設計年會

4. 創新設計年會
EAST to WEST to EAST
HONG KONG

5. 創新設計年會
ADAPT

6. 創新設計年會
ADAPTATION

7. 創新設計年會
Walt Disney Zootopia
US

8. 創新設計年會
Walt Disney Zootopia Australia

9. 創新設計年會
Walt Disney Zootopia China

10. 創新設計年會
Walt Disney Zootopia China – Starring Me

11. 創新設計年會www.apple.com
APPLE 2007

12. 創新設計年會

13. 創新設計年會
TAOBAO 2007

14. 創新設計年會
SINA 2007

15. 創新設計年會
“Chinese sites are simply modeled after 90s and 2000s web
sites. Go and look at way back machine and see the
resemblance.” – user comment
https://econsultancy.com/blog/67509-why-does-chinese-web-design-look-so-busy-part-two

16. 創新設計年會
TAOBAO 2018

17. 創新設計年會
SINA 2018

18. 創新設計年會
XIAOMI 2018

19. 創新設計年會
IS CHINA SO
DIFFERENT?

20. 創新設計年會

21. 創新設計年會
IS CHINA SO
DIFFERENT?

22. 創新設計年會
THE POWER OF THE
MASSES
MICRO
INNOVATIONS
(微創新）
MOBILE
PAYMENT
CLOSED
ENVIRONMENT
MOBILE NATIVES
1
2
3
45

23. 創新設計年會
EXTREMEL
Y
CONNECTE
D
SUCCESSFUL JUMBLED
CHINA DIGITAL ECOSYSTEM

24. 創新設計年會https://brandongaille.com/21-immense-china-export-statistics/
THE POWER OF THE
MASSES
1

25. 創新設計年會

26. 創新設計年會
60 Seconds
in China
https://www.kantarmedia.cc 2017

27. 創新設計年會
MICRO
INNOVATIONS
(微創新）
2

28. 創新設計年會
NOT ONLY CHAT

29. 創新設計年會
Mass craft
https://www.google.com.hk/amp/s/amp.fastcodesign.com/1672078/whats-the-roadmap-for-innovation-in-china
“Many leading Internet companies in China, such as
Alipay, Tencent, and Baidu, have hundreds of
designers cranking out nearly every permutation of a
possible design before quantitatively testing out
what works with consumers.”
https://blog.ycombinator.com/lessons-from-wechat/

30. 創新設計年會
DATA DRIVEN IMPROVEMENTS
"The goal is to turn data into
information and information
into insight."
- Carly Fiorina, Former CEO,
HP

31. 創新設計年會
MOBILE
FIRST

32. 創新設計年會
MOBILE
FIRST
NATIVE

33. 創新設計年會
China STARTED on mobile
These are true mobile natives who never
had to transition from desktops
MOBILE NATIVES
3

34. 創新設計年會http://science.china.com.cn/2017-09/04/content_39111727.htm
WECHAT DESKTOP LOGIN

35. 創新設計年會http://science.china.com.cn/2017-09/04/content_39111727.htm

36. 創新設計年會

37. 創新設計年會https://list.juwai.com/news/2013/11/is-china-s-great-firewall-blocking-your-real-estate-marketing
CLOSED
ENVIRONMENT
4

38. 創新設計年會http://www.china-briefing.com/news/wp-content/uploads/2017/06/China-firewall-300x230.jpg

39. 創新設計年會
Pay process
MOBILE
PAYMENT
5

40. 創新設計年會
Chinese and mobile payment
http://www.chinadaily.com.cn/m/tianjin2012/2017-08/29/content_31274703.htm
http://www.scmp.com/magazines/post-magazine/long-
reads/article/2110118/going-cash-free-why-china-light-years-ahead

41. 創新設計年會
Mobile Payment
“I now only carry a 50 yuan bill in my wallet,
just in case,” she says. “It has been there
for months. I pay for everything with the
phone, and so do my friends. It’s very
convenient. I don’t have to worry about
being robbed and it’s more hygienic. You
should see some of the notes I had. They
were filthy!”
Ren Jing, an 18-year-old student from Taiyuan, the capital
of Shanxi province
http://www.scmp.com/magazines/post-magazine/long-
reads/article/2110118/going-cash-free-why-china-light-years-ahead

42. 創新設計年會
Mobile Payments

43. 創新設計年會
Mobile payment extending to other finance
products
https://www.kapronasia.com/china-banking-research-category/item/889-wechat-loan-blows-
retail-banking-with-rmb100-billion-loans-in-two-years.html
http://www.mtmaruma.com/wp-content/uploads/2014/03/finance-services.png

44. 創新設計年會
WECHAT DOMINATION

45. 創新設計年會
What is “China” Design?

46. 創新設計年會
CHINA APP DESIGNS

47. 創新設計年會

48. 創新設計年會
Altered Styles
https://design-nation.icons8.com/designing-for-the-china-market-one-pattern-at-a-time-no-1-b320ad490336

49. 創新設計年會
Wechat as APP, webpages, everything…

50. 創新設計年會
WORKING
CHINA

51. 創新設計年會
Approaching Research in China

52. 創新設計年會
Approaching Research in China

53. 創新設計年會
RESEARCH IN CHINA
Shanghai, Beijing, Guangzhou, Tianjin, Chongqing
Chengdu, Wuhan, Hangzhou, Harbin, Shenyang,
Nanjing, Jinan, etc.
over 130 third-tier cities, including Daqing,
Weifnag, Changzhou, Zibo, Zhuzhou,
Hengyang, Wuhu and Qujing
over 400 cities in this tier. Some of the more well-
known ones included Anshan,
Baotou, Chaozhou, Daqing, Datong

54. 創新設計年會
From Center to Online
Current state of WSE Business
54
Interviews, focus-groups,
and 1-on-1 shadowing were
conducted in Tier 1-6 cities (with the exception
of Tier 2). A combination of in-depth journal
analysis, interviews, focus groups were
conducted with different target audience
groups.
SHIJIZHUANG
河北石家庄
YUEYANG
湖南岳阳
YUQING
贵州遵义余庆
SHANGHAI 上海 *
TONGZHOU 江苏南通通州
SUZHOU 江苏苏州 *
XUZHOU 江苏徐州
LINYI 山东临沂
HAERBIN
黑龙江哈尔滨
QINHUANGDAO
河北秦皇岛
SHIJIAZHUANG
河北石家庄
Cities covered in this study:
Tier 1 city x 1
Tier 3 city x 4
Tier 4 city x 3
Tier 5 city x 1
Tier 6 city x 2
Operating City
*
Research Case Study

55. 創新設計年會
Research finds directional differences across city tiers
FUTURE GROWTH
DRIVEN BY
SMALL CITIES
EXPOSURE
AND
AWARENESS PRICE SENSITIVITY AWARENESS

56. 創新設計年會
Recruiting
Users

57. 創新設計年會
Approaching DESIGN in China

58. 創新設計年會
Leverage references

59. 創新設計年會
Chinese on interfaces

60. 創新設計年會
https://blog.prototypr.io/chinese-mobile-app-design-tips-for-westerners-4e3b36e4739f
Internet Speed

61. 創新設計年會
Parting thoughts

62. 創新設計年會
AN OPEN MIND

63. 創新設計年會
STAY HUMBLE

64. 創新設計年會
EXPERIENCE IT
FOR YOURSELF