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NAVIGATING THEDIGITAL SPICE ROUTETerry MaLBi London, UKUX Lx User Experience Lisbon 2012
WHAT ISTHE SPICE ROUTE?
13th CENTRY SPICE ROUTE13th century spice route
FAST FORWARD 800 YEARS >>>• Distance closer than ever• Means of travel faster and easier• Silk, spice, drugs and human tra...
EXPERIENCEPRINCIPLES
TEN EXPERIENCE PRINCIPLES1. Work with local knowledge2. One size doesn’t fit all3. Respect is a different concept in the E...
1. WORK WITH LOCAL KNOWLEDGE
CAPTURE AUDIENCE INSIGHT• Use local market experts to conduct user research• Always check with local diplomats / staff to ...
2. ONE SIZE DOESN‟T FIT ALL
CATERED TO MULTIPLE    DEMOGRAPHICS    CHINA    Tier 1 - Beijing – 22 million, Shanghai – 23 million, Guangzhou -15 millio...
3. RESPECT IS A DIFFERENT   CONCEPT IN THE EAST
KNOW YOUR ROLE IN CLIENTENGAGEMENT                              Give faceHSBC cultural sensitive communications ad
4. Prepare for the4. PREPARE FOR LANGAUGE BARRIER       language barrier
DO YOU SPEAK CHINESE?Different language/dialect • Cantonese? Mandarin? • Traditional? Simplified?    Traditional          ...
DON‟T MAKE ASSUMPTIONS
DON‟T MAKE ASSUMPTIONS
TYPOGRAPHY“Arabic typography is half Arabic and half typography. Itis not possible to separate letterforms from the realit...
LAYOUT   English version   Arabic version
LOCALISED CONTENT      China version                      UK version
5. DELIVER A SENSE OF PRESTIGEAND STATUS
PAY ATTENTION TOTHE VISUAL LANGUAGEImagery choiceContent / copy, tone of voiceInformation architecture layoutColours in cu...
http://www.informationisbeautiful.net/visualizations/colours-in-cultures/
6. CONSIDER VARIOUS COMMUNICATIONMEDIUMS AND INTERACTIONS
SOCIAL ENTERTAINMENTRen Ren social network site
FLASH IS STILL THE KEY MEDIUM
DESIGNING FOR CLICKS
7. UNDERSTAND THEIR TECHNOLOGICALBEHAVIOURS AND HABITS
USE THE RIGHT PLATFORMAccommodate mobile as the main stream platform • Mobile vs. desktop / laptops (40% mobile web users ...
Use the right platform
8. BE SENSITIVE TOWARDS THECOUNTRY‟S VALUES
CENSORSHIP AND PRIVACYTake censorship seriously  • YouTube, Twitter, Facebook, and Flickr are all blocked in China  • Baid...
9. TAILOR TO THE LOCAL MARKETS
TAILOR MADE SUITE• Understand how users experience the Internet in their daily  lives• Connected multi-channel experiences...
IMITATION VS. INNOVATIONCompetition from the local markets • Grass root user centre design in China – Shanzhai (山寨)
BaiGooHoo
OBAMA BLOCKBERRY
CONVERSE 2 IN 1
The „i‟ series
THE CHALLENGERS
10. BE YOURSELF, BE GENUINE
MAINTAIN YOUR OWN IDENTITYNike China Campaign
Coke Ad Campaign
RecapTHE DIGITAL SPICE ROUTE RECIPE•   BLENDING•   PICK & MIX•   INTENSITY•   CULTURAL COLOUR    PALETTE•   TRIAL & ERROR
http://www.slideshare.net/terryhma/                               Terry Ma                               terry.ma@lbi.com ...
Experience Principles for cross culture projects - Navigating the Digital spice route UX LX 2012
Experience Principles for cross culture projects - Navigating the Digital spice route UX LX 2012
Experience Principles for cross culture projects - Navigating the Digital spice route UX LX 2012
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Experience Principles for cross culture projects - Navigating the Digital spice route UX LX 2012

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Experience principles for cross culture projects.

The growth of the Internet has been expanding rapidly, breaching new audiences with their own unique customs, languages, and practices. Are we prepared to cater to the 3 billion or so new users logging online? Using the Internet as a digital spice route to connect to these new markets, we will consider key experience principles when creating websites, mobile experiences etc when catering to these audiences on a global scale.

With increasing demand from eastern markets, we need to revaluate how we create digital experiences that not only appeal to western channels but to also accommodates eastern audiences. This presentation will be drawing on my years of experience as a Chinese UX practitioner, with projects designing user experience solutions for high profile European, Middle Eastern and Asian clients along with an in-depth understanding of Asian customs and thinking processes.

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Experience Principles for cross culture projects - Navigating the Digital spice route UX LX 2012

  1. NAVIGATING THEDIGITAL SPICE ROUTETerry MaLBi London, UKUX Lx User Experience Lisbon 2012
  2. WHAT ISTHE SPICE ROUTE?
  3. 13th CENTRY SPICE ROUTE13th century spice route
  4. FAST FORWARD 800 YEARS >>>• Distance closer than ever• Means of travel faster and easier• Silk, spice, drugs and human trafficking still happen• Language still an issue• Communication still a challenge• Conflicts still an issue• Show me the money everyone still wants it• Information – a NEW medium
  5. EXPERIENCEPRINCIPLES
  6. TEN EXPERIENCE PRINCIPLES1. Work with local knowledge2. One size doesn’t fit all3. Respect is a different concept in the East4. Prepare for the language barrier5. Deliver a sense of status and prestige6. Consider various communication mediums and interactions7. Understand their technological behaviours and habits8. Be sensitive towards the country’s values9. Tailor to the local markets10. Be yourself, be genuine
  7. 1. WORK WITH LOCAL KNOWLEDGE
  8. CAPTURE AUDIENCE INSIGHT• Use local market experts to conduct user research• Always check with local diplomats / staff to sense check the use of imagery, translation and interpretation.• Check out local newspapers and magazines to understand the local cultures• WARNING! Beware of information taken from the internet
  9. 2. ONE SIZE DOESN‟T FIT ALL
  10. CATERED TO MULTIPLE DEMOGRAPHICS CHINA Tier 1 - Beijing – 22 million, Shanghai – 23 million, Guangzhou -15 million Tier 2 - Secondary provincial capitals (consist of 23 cities) includingT Chengdu, Dalian, Nanjing, Qingdao, Shenzhen, Suzhou, Tianjin Tier 3 - Prefecture or county level city capitals
  11. 3. RESPECT IS A DIFFERENT CONCEPT IN THE EAST
  12. KNOW YOUR ROLE IN CLIENTENGAGEMENT Give faceHSBC cultural sensitive communications ad
  13. 4. Prepare for the4. PREPARE FOR LANGAUGE BARRIER language barrier
  14. DO YOU SPEAK CHINESE?Different language/dialect • Cantonese? Mandarin? • Traditional? Simplified? Traditional Simplified Chinese Chinese 雞蛋 鸡蛋 Cantonese Mandarin 雞蛋 鸡蛋 (gai1 daan2) (jī dàn)
  15. DON‟T MAKE ASSUMPTIONS
  16. DON‟T MAKE ASSUMPTIONS
  17. TYPOGRAPHY“Arabic typography is half Arabic and half typography. Itis not possible to separate letterforms from the reality inwhich they will appear. To understand Arabic typographyis to understand first what is Arabic.”Nadine Chahine, type designer and Arabic specialist for Linotype GmbH
  18. LAYOUT English version Arabic version
  19. LOCALISED CONTENT China version UK version
  20. 5. DELIVER A SENSE OF PRESTIGEAND STATUS
  21. PAY ATTENTION TOTHE VISUAL LANGUAGEImagery choiceContent / copy, tone of voiceInformation architecture layoutColours in culture • Chinese – Red represents good luck and celebrations • Gulf – obsession with gold
  22. http://www.informationisbeautiful.net/visualizations/colours-in-cultures/
  23. 6. CONSIDER VARIOUS COMMUNICATIONMEDIUMS AND INTERACTIONS
  24. SOCIAL ENTERTAINMENTRen Ren social network site
  25. FLASH IS STILL THE KEY MEDIUM
  26. DESIGNING FOR CLICKS
  27. 7. UNDERSTAND THEIR TECHNOLOGICALBEHAVIOURS AND HABITS
  28. USE THE RIGHT PLATFORMAccommodate mobile as the main stream platform • Mobile vs. desktop / laptops (40% mobile web users in China)Take connection speed into account • Superfast speed in Japan and Korea • Snail speed in parts of China and India • Broadband (max speed 20MB) unjustifiably expensive in Saudi ArabiaIdentify consumer payment preferences • Credit card vs Alipay in China • E-commerce shop vs Taobao in China
  29. Use the right platform
  30. 8. BE SENSITIVE TOWARDS THECOUNTRY‟S VALUES
  31. CENSORSHIP AND PRIVACYTake censorship seriously • YouTube, Twitter, Facebook, and Flickr are all blocked in China • Baidu blocks pornography or references to topics such as Taiwanese independence, the Dalai Lama, and the 1989 Tiananmen Square massacre. • Blogging in Saudi Arabia requires a licenceExtra caution with imagery selection • Imagery of women, mixed couple (middle east) • Alcohol, gambling (middle east) • National dress code (middle east) • When in doubt always replace image of people with images of scenery
  32. 9. TAILOR TO THE LOCAL MARKETS
  33. TAILOR MADE SUITE• Understand how users experience the Internet in their daily lives• Connected multi-channel experiences • Utilise the power of social media • Consider the role of mobile in the customer journey• Capture analytics
  34. IMITATION VS. INNOVATIONCompetition from the local markets • Grass root user centre design in China – Shanzhai (山寨)
  35. BaiGooHoo
  36. OBAMA BLOCKBERRY
  37. CONVERSE 2 IN 1
  38. The „i‟ series
  39. THE CHALLENGERS
  40. 10. BE YOURSELF, BE GENUINE
  41. MAINTAIN YOUR OWN IDENTITYNike China Campaign
  42. Coke Ad Campaign
  43. RecapTHE DIGITAL SPICE ROUTE RECIPE• BLENDING• PICK & MIX• INTENSITY• CULTURAL COLOUR PALETTE• TRIAL & ERROR
  44. http://www.slideshare.net/terryhma/ Terry Ma terry.ma@lbi.com Associate User Experience Director LBi London, UK @terryhmaSpecial thanks to:Matthew Ma Eugenia ChanSerena Ma Lorraine Wong & LBi London UX team

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