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Usability Testing in China:
  Tips and Tricks


    Daniel Szuc
    Apogee
    @dszuc



    Chui Chui Tan
    cxpartners
    @ChuiSquared




Tuesday, 15 June 2010
China 101




                        Some facts and insights about China....


Tuesday, 15 June 2010
Yummy Food




                                Food plays an important role in
                                Chinese culture. Several dishes
                                in the middle of a table and
                                everyone shares the meals.
                                Business dinner is useful and it
                                helps to bring everyone closer.

Tuesday, 15 June 2010
It’s big




                                   China is big:

                                   34 provinces with wildly
                                   different lifestyle, culture, food,
                                   languages...



Tuesday, 15 June 2010
Diverse




Tuesday, 15 June 2010
Different




Tuesday, 15 June 2010
Change




                             China community and their way
                             of thinking is vastly changing.


Tuesday, 15 June 2010
They no longer copy, they also
     create and design.

     PS: Guess which is the original
                                       Copy > create
     design of iPhone and which is
     the copy version?




Tuesday, 15 June 2010
Old




                              Old parts of China retains its
                              beauty.


Tuesday, 15 June 2010
Whilst, modern China such as
                              Shanghai is constantly
                              changing.



                        New




Tuesday, 15 June 2010
27 countries                e EU)
                                (Member States of th




                                   319million



                        Why China?


                        Internet population for 27 countries
                        (Member State of the EU) by the
                        end of 2009 is 319 million.

                        Now... let’s compare with China, a
                        single country...

Tuesday, 15 June 2010
C hina
                             384million




                        It’s 65 million higher than the
                        total of the Internet population
                        of the 27 countries.

                        Let’s put this figure into
                        context...

Tuesday, 15 June 2010
s 1.3 b
                            illion   population
        1/3 of China’




Tuesday, 15 June 2010
China’s Internet population is
       steadily increasing each year.

       China soon to be the world’s
       largest online consumer                1 million people                          384
       market.
                                                                 298


                                                        210

                                               137
                        79      94      111
          59




       2002             2003   2004   2005     2006    2007      2008                  2009




                                                                 http://www.flickr.com/photos/38692385@N03/3627938925/

Tuesday, 15 June 2010
Insights

       Tips & tricks

       Misconceptions




                        What do you need to know or
                        be aware of when preparing
                        and performing user testing in
                        China?

Tuesday, 15 June 2010
Where do you research?




                          It’s a big country.
                          Geographically, where should
                          you test?
                          Is it necessary to test across
                          the country?
                             http://www.flickr.com/photos/sidelong/262893893/
Tuesday, 15 June 2010
Focus on the top 10 provinces
         with highest number of
         Internet users, where most of
         your target users locate.




                                                       08. Liaoning
                                                    04. Shandong
                                                     03. Jiangsu
                                      06. Hubei       09. Shanghai
                        10. Sichuan                   02. Zhejiang
                                       07. Hunan      05. Fujian
                                                   01. Guangdong


Tuesday, 15 June 2010
They are at the Southern and
         East Coast of China.




                                                       08. Liaoning
                                                    04. Shandong
                                                     03. Jiangsu
                                      06. Hubei       09. Shanghai
                        10. Sichuan                   02. Zhejiang
                                       07. Hunan      05. Fujian
     Southern                                      01. Guangdong
      China

Tuesday, 15 June 2010
4.2%
                  Beijing   Shanghai   Guangdong   Tianjin      Zhejiang




                                                   If you can only carry out user
                                                   testing in one or two cities...


Tuesday, 15 June 2010
?
Tuesday, 15 June 2010
                        Who do you recruit?
85%
                                   35.2%                                 Your target users are more
                                                 31.5%                   likely to be the young
                                                                         generation.

                                                                         Note that these numbers might
                                                                         change in the coming years.

                                                                         We’ve more tips for you on
                                                               17.6%     testing with older generation in
                                                                         China.

                                                                       9.6%


                                                                                4.2%
                                                                                        1.5%
                        0.4%
                        <10       11-19 20-29                 30-39    40-49 50-59     60-69

                                                                                  Age Range


    http://www.flickr.com/photos/ananunez/364979411/sizes/o/
Tuesday, 15 June 2010
In the recruitment
                                                                screener, they might
                                                                mention that they’ve
                                                                used the Internet to do
                                                                bookings. There’s
                                                                higher possibility in
                                                                China that they have
                                                                never done it
                                                                themselves, but via

   We do, but we don’t
                                                                partners, children or
                                                                secretary, especially for
                                                                older generation (e.g.
                                                                over 40s).

                        TIPS: Pay more attention when recruiting in China. Discuss with
                        your recruiters. Ask more specific questions during recruitment
                        such as “tell me briefly about your last online booking”, rather
                        that “have you previously booked a hotel online?
Tuesday, 15 June 2010
In China, recording is
                                       often being related to
                                       politic or media
                                       press.

                                       Tips: Avoid
                                       participants from
                                       refusing to take part
                                       only when they are
                                       already at the testing
                                       venue, well inform
                                       the participants if the
                                       session is going to be
                                       recorded and make
                                       sure they clearly
                                       understand the
                                       purpose of recording
                                       before you recruit
                                       them.

                        http://www.flickr.com/photos/wolfhound/2848941024/sizes/l/

Tuesday, 15 June 2010
Unlike the West, Chinese need
                                     to be comfortable and trust you
                                     before they can open up and
                                     won’t be afraid to tell you what
                                     they think and feel.

                                     Tips: Start your testing with
                                     quick smalltalk (it could be
                                     anything: food, weather,
                                     holiday). Make them feel
                                     comfortable and gain their trust
                                     within the first 1-2 minutes. Be
                                     sincere, not robotic or
                                     aggressive. Empower the

                Small talk & trust   participants and give them
                                     confidence to start.
                                       http://www.flickr.com/photos/xiaming/51212361/sizes/l/
Tuesday, 15 June 2010
Be flexible & active




                        Be flexible, put the tasks into their
                        context by relating the questions
                        to their environment and culture.

                        Show them that you are listening
                        and interact with them.

                             http://www.flickr.com/photos/aznongbri/2078438459/
Tuesday, 15 June 2010
Communications




                                                    Younger generations are more
                                                    opinionated and more open in giving
                                                    explanations of what they are thinking.
                                                    For many older generations, more effort
                                                    might be needed to gather their honest
                                                    opinions.
                                                    Tips: Ask questions which require them
                                                    to elaborate instead of ‘yes’ or ‘no’
 http://www.flickr.com/photos/laburbuja/175873516/
Tuesday, 15 June 2010
Dig deeper



                        http://www.flickr.com/photos/wheatfields/4502221567/
Tuesday, 15 June 2010
Final thoughts …




Tuesday, 15 June 2010
http://www.businessweek.com/innovate/next/archives/2010/04/
                                            jan_chipchase_l.html




Tuesday, 15 June 2010
Immerse
                        The best way to understand China is to
                        immerse yourself in their culture.



Tuesday, 15 June 2010
Want to learn more?




                             Some relevant articles....




Tuesday, 15 June 2010
http://www.uxmatters.com/mt/archives/2010/03/user-
                                  friendly-2009-design-in-asia.php



Tuesday, 15 June 2010
http://apogeehk.com/archives/moderating-user-interviews-in-
                                                  china/


Tuesday, 15 June 2010
http://www.cxpartners.co.uk/thoughts/international_differences.htm


Tuesday, 15 June 2010
http://www.upachina.org/userfriendly2010/1/
Tuesday, 15 June 2010
Chui Chui Tan
Thank you
                         @ChuiSquared
                         chui.tan@cxpartners.co.uk




    Daniel Szuc
    @dszuc
    dszuc@apogeehk.com




Tuesday, 15 June 2010

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Usability Testing in China - Tips and Tricks (Chui Tan / Dan Szuc)

  • 1. Usability Testing in China: Tips and Tricks Daniel Szuc Apogee @dszuc Chui Chui Tan cxpartners @ChuiSquared Tuesday, 15 June 2010
  • 2. China 101 Some facts and insights about China.... Tuesday, 15 June 2010
  • 3. Yummy Food Food plays an important role in Chinese culture. Several dishes in the middle of a table and everyone shares the meals. Business dinner is useful and it helps to bring everyone closer. Tuesday, 15 June 2010
  • 4. It’s big China is big: 34 provinces with wildly different lifestyle, culture, food, languages... Tuesday, 15 June 2010
  • 7. Change China community and their way of thinking is vastly changing. Tuesday, 15 June 2010
  • 8. They no longer copy, they also create and design. PS: Guess which is the original Copy > create design of iPhone and which is the copy version? Tuesday, 15 June 2010
  • 9. Old Old parts of China retains its beauty. Tuesday, 15 June 2010
  • 10. Whilst, modern China such as Shanghai is constantly changing. New Tuesday, 15 June 2010
  • 11. 27 countries e EU) (Member States of th 319million Why China? Internet population for 27 countries (Member State of the EU) by the end of 2009 is 319 million. Now... let’s compare with China, a single country... Tuesday, 15 June 2010
  • 12. C hina 384million It’s 65 million higher than the total of the Internet population of the 27 countries. Let’s put this figure into context... Tuesday, 15 June 2010
  • 13. s 1.3 b illion population 1/3 of China’ Tuesday, 15 June 2010
  • 14. China’s Internet population is steadily increasing each year. China soon to be the world’s largest online consumer 1 million people 384 market. 298 210 137 79 94 111 59 2002 2003 2004 2005 2006 2007 2008 2009 http://www.flickr.com/photos/38692385@N03/3627938925/ Tuesday, 15 June 2010
  • 15. Insights Tips & tricks Misconceptions What do you need to know or be aware of when preparing and performing user testing in China? Tuesday, 15 June 2010
  • 16. Where do you research? It’s a big country. Geographically, where should you test? Is it necessary to test across the country? http://www.flickr.com/photos/sidelong/262893893/ Tuesday, 15 June 2010
  • 17. Focus on the top 10 provinces with highest number of Internet users, where most of your target users locate. 08. Liaoning 04. Shandong 03. Jiangsu 06. Hubei 09. Shanghai 10. Sichuan 02. Zhejiang 07. Hunan 05. Fujian 01. Guangdong Tuesday, 15 June 2010
  • 18. They are at the Southern and East Coast of China. 08. Liaoning 04. Shandong 03. Jiangsu 06. Hubei 09. Shanghai 10. Sichuan 02. Zhejiang 07. Hunan 05. Fujian Southern 01. Guangdong China Tuesday, 15 June 2010
  • 19. 4.2% Beijing Shanghai Guangdong Tianjin Zhejiang If you can only carry out user testing in one or two cities... Tuesday, 15 June 2010
  • 20. ? Tuesday, 15 June 2010 Who do you recruit?
  • 21. 85% 35.2% Your target users are more 31.5% likely to be the young generation. Note that these numbers might change in the coming years. We’ve more tips for you on 17.6% testing with older generation in China. 9.6% 4.2% 1.5% 0.4% <10 11-19 20-29 30-39 40-49 50-59 60-69 Age Range http://www.flickr.com/photos/ananunez/364979411/sizes/o/ Tuesday, 15 June 2010
  • 22. In the recruitment screener, they might mention that they’ve used the Internet to do bookings. There’s higher possibility in China that they have never done it themselves, but via We do, but we don’t partners, children or secretary, especially for older generation (e.g. over 40s). TIPS: Pay more attention when recruiting in China. Discuss with your recruiters. Ask more specific questions during recruitment such as “tell me briefly about your last online booking”, rather that “have you previously booked a hotel online? Tuesday, 15 June 2010
  • 23. In China, recording is often being related to politic or media press. Tips: Avoid participants from refusing to take part only when they are already at the testing venue, well inform the participants if the session is going to be recorded and make sure they clearly understand the purpose of recording before you recruit them. http://www.flickr.com/photos/wolfhound/2848941024/sizes/l/ Tuesday, 15 June 2010
  • 24. Unlike the West, Chinese need to be comfortable and trust you before they can open up and won’t be afraid to tell you what they think and feel. Tips: Start your testing with quick smalltalk (it could be anything: food, weather, holiday). Make them feel comfortable and gain their trust within the first 1-2 minutes. Be sincere, not robotic or aggressive. Empower the Small talk & trust participants and give them confidence to start. http://www.flickr.com/photos/xiaming/51212361/sizes/l/ Tuesday, 15 June 2010
  • 25. Be flexible & active Be flexible, put the tasks into their context by relating the questions to their environment and culture. Show them that you are listening and interact with them. http://www.flickr.com/photos/aznongbri/2078438459/ Tuesday, 15 June 2010
  • 26. Communications Younger generations are more opinionated and more open in giving explanations of what they are thinking. For many older generations, more effort might be needed to gather their honest opinions. Tips: Ask questions which require them to elaborate instead of ‘yes’ or ‘no’ http://www.flickr.com/photos/laburbuja/175873516/ Tuesday, 15 June 2010
  • 27. Dig deeper http://www.flickr.com/photos/wheatfields/4502221567/ Tuesday, 15 June 2010
  • 29. http://www.businessweek.com/innovate/next/archives/2010/04/ jan_chipchase_l.html Tuesday, 15 June 2010
  • 30. Immerse The best way to understand China is to immerse yourself in their culture. Tuesday, 15 June 2010
  • 31. Want to learn more? Some relevant articles.... Tuesday, 15 June 2010
  • 32. http://www.uxmatters.com/mt/archives/2010/03/user- friendly-2009-design-in-asia.php Tuesday, 15 June 2010
  • 36. Chui Chui Tan Thank you @ChuiSquared chui.tan@cxpartners.co.uk Daniel Szuc @dszuc dszuc@apogeehk.com Tuesday, 15 June 2010