The document discusses differences in cultural perspectives and user experiences globally. It recommends carefully selecting locations for international user research, using informed moderation techniques to account for cultural communication styles, understanding contexts like local customs, and considering small but meaningful differences across regions. Five lessons are provided: select locations carefully; use appropriate methodologies and moderation; understand local contexts; account for cultural differences in tasks like journeys to work; and note minor but important variances.

1. Understanding different
Contextualising global user experience insights
17.11.2011

2. Contents
• Differences or similarities
• Research options
• Cherry picking Hofstede
• 5 lessons learnt
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3. Cultural difference
People from different cultures:
• Perceive things in a different manner
• Have different ideals and stereotypes
• Have different tastes, attitudes, life cycles,
customs and rituals
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4. Core contextual truths
Some things are the same wherever you go
• Online aware but non technical
• Consumers are time poor
• Prioritising requirements is sometimes difficult
• Increased propensity to transact online
• Convenience main driver of online use
• Security and trust are essential
• Multi-modal browsing becoming the norm for many markets
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5. Shared experience arising from
new technology will overshadow
local values and lead to
consumers around the globe to
desire standardisation.
Theodore Levitt
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6. 80 : : 20
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7. 4 options for international research
1. Travel to foreign country yourself
2. Run the research remotely
3. Hire a local consultant to run research
4. Have staff from local branch conduct research
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8. Hofstede - Cultural dimensions
Why should interviews and reactions differ
between Sao Paulo and London
• Power / distance
• Individualism / collectivism
• Masculine / feminism
• Uncertainty avoidance
• Long / short termism
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9. Power / distance
High Low
China . . . . . . 80 USA . . . . . . 40
UAE . . . . . . 80 Australia . . . . 36
Iraq . . . . . . 80 UK . . . . . . 35
Brazil . . . . . . 69
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10. Individualism / collectivism
High Low
US . . . . . . 90 UAE . . . . . . 38
Australia . . . . 90 Iraq . . . . . . 38
UK . . . . . . 89 Brazil . . . . . . 38
China . . . . . . 20
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11. Uncertainty avoidance
High Low
Japan . . . . . . 92 UK . . . . . . 35
S America . . 80 Hong Kong . . 29
Germany . . . . 65 Denmark . . . . 23
Singapore . . . 8
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12. Technology innovations are an
extension of the self allowing us
to do more of what we already
do, more efficiently.
Marshall McLuhan
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13. 1. Select location carefully
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14. How many countries are ideal?
All the countries that the client operates in
• HSBC have business account operations in
57 countries
Practicality dictates cherry picking
Neilson suggests one in each region
• 13 countries in ASP alone
• How do you find the right ones?
• Is Hong Kong the same as Hanoi?
• Is Taiwan the same as Singapore?
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15. Brazil India China Russia USA
Land mass Land mass Land mass Land mass Land mass
8,511,965 sq km 3,287,590 sq km 9,996,960 sq km 17,075,400 sq km 9,629,091 sq km
Population Population Population Population Population
193,000,000 1,211,000,000 1,340,000,000 141,000,000 305,000,000
Languages Ethnic groups Languages States
22 56 27 50
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16. Soft drink colloquialism in the US
Pop
Coke
Soda
Other
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17. 3. Methodology &
informed moderation
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18. Methodology
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19. Reduced disclosure
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20. Silence is golden
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21. Direct Indirect
Precise Elaborate
Keep it simple & quick Respect
Reduce emotion Whites of the eyes
Less is more Rich & expressive
Remote can be easier Body language
Conflicting styles
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22. 2. Understanding context
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23. Introducing a security token
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24. Why ?
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25. “Dipping”
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26. © 2011 Foolproof Limited 26

27. Quick napping © 2011 Foolproof Limited 27

28. © 2011 Foolproof Limited 28

29. Life insurance
A global bank wanted to maximise its online
sales of insurance products in the ASP
region:
• Created the prototype site in the UK
• Used internally derived copy
• Carried a range of standard imagery
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30. West East
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31. 4. The journey to work
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32. Smart card payment systems
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33. Mobile access
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34. 5. Don’t miss the small stuff
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35. Current Account
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36. Brazil India China Russia USA
DD/MM/YYYY DD/MM/YYYY YYYY/MM/DD DD/MM/YYYY MM/DD/YYYY
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37. Distance Time
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38. 1. Select location carefully
2. Methodology & informed moderation
3. Understanding context
4. The journey to work
5. Don’t miss the small stuff
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39. Contact
Neil Pawley Principal Consultant
neil.pawley@foolproof.co.uk
+44 (0)7831 320 813
Foolproof
Harella House
90-98 Goswell Road
London
EC1V 7DF
+44 (0)20 733 6700
www.foolproof.co.uk