going global: tips for successful international insights
TRANSCRIPT
Going Global: One Size Does Not Fit All
November 2010
3CONFIDENTIAL
Who is Amy?
• Co-Founder of AnswerLab
• Prior Director of Services @ Vividence
• Worked with FedEx on UX for 10 years
• Worked in Hokkaido, Japan for 3 years
• Tennessee girl
• Big FedEx Fan!
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AnswerLab Insights Throughout Development
Strategy & Planning
Design & Specification
Production & Launch
• Who are our users?
• What do they need?
• What do we build?
discover optimize validate
• How do we design it?
• Will they use it?
• Can they use it?
• How do we improve it?
• Are there showstoppers?
• Did we have impact?
• What do we do next?
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The World’s Leading Brands Choose AnswerLab
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Agenda
1. How Global Insights Impact Products
2. Culture & Digital Product Assessment
3. Global UX Insights You Need to Know
4. Global UX Research Best Practices
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How Global Insights Impact Products
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What Can Go Wrong?
MB Vision GST
Canada’s Goods &
Services Tax
http://money.cnn.com/magazines/business2/business2_archive/2004/08/01/377394/index.htm
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What Can Go Really Wrong?
Clairol’s Mist Stick
Manure Stick
http://articles.sfgate.com/2005-02-06/opinion/17360611_1_parker-pens-latin-america-clairol
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The Buzz about . . .
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How Research Can Help. . .
Love it!
Hate it!
Webmail Provider
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Culture & Digital Product Assessment
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Hofstede on Culture
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Hofstede’s 5 Dimensions of Culture
Power Distance
Individualism
Masculinity
Uncertainty Avoidance
Long-term Orientation
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Culture Influences Ratings
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Prepare Before Sessions
www.geert-hofstede.com
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Global UX Insights You Need to Know
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There is a range of expected
internet experiences.
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Connections Speeds Affect Expectations & Research
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Privacy is a huge concern.
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Data Protection Across the Globe
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Outside factors influence design.
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Emerging Market Findings
Multiple Phones
Carrier Hiccups
Text Display
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Emerging Market Findings
Multiple Phones
Carrier Hiccups
Text Display
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Relationship to
authority
impacts
impressions.
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How to Connect with Superiors?
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Who is Represented in the Photo?
Sports Media Site
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Symbols have different
meanings.
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Range of Interpretations
Great!
Okay . . .
Very
Obscene
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Global UX Research Best Practices
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Plan sessions around cultural
norms.
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Examples
Japan: Intro discussion and tea
Brazil: Longer sessions for more feedback
India & Mexico: Timing flexibility
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Moderator should speak the
mother tongue.
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Why?
Nuances in body language, cultural references
Ability to “read between the lines”
Participant openness
Understanding cues for assistance
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Use a simultaneous translator,
not an interpreter.
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Even English
should be
translated.
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British English vs. American English
American British
Hood Bonnet
Trunk Boot
Truck Lorry
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Pick partners carefully and have
a Plan B . . . through Z.
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ModeratorSpeaks local language
Understands the local market and userTesting Facility
Has experience with user research
Possess required hardware for testing
Installs or hosts the testing stimuli
Provides a translator for observers
Schedules a pilot sessionRecruitingCoordinate translation services
Verify recruiting updates
Manage participant incentives
TranslatorModerator Guide translation
Enable live translation of in-person or
remote sessions
Coordinate translated session
recordings
Overall Research PartnerProject management
Research protocol
Observation
Identify differences and similarities to
other locales
Translate or caption key verbatims
Make recommendations
International Logistics are Intense . . .
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. . . and Multiplied across Markets
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AnswerLab Partnering Process
Pre-Screening
Detailed Screening Interview
Trusted international partner
Initial research
2 Mock Moderation Sessions
Simultaneous Translator Exercise
Re-Assessment after Live Project
Assessment of Analytical Skills
Moderator
Translator
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Moderator Scorecard Assessment
Strong Average Weak
Assessment AreaKnowledge /
ExperienceNotes
Usability Testing• Recent experience conducting international usability testing, including remote
• 40 users sessions for local travel and tourism client with participants from
Toronto, Montreal (French), and New York
International Research• Over 8 years conducting international qualitative research in North America
(Canada, U.S.) and Europe (France)
Project Management• Oversaw regional study from start-to-finish and collaborated with client on study
design, making adjustments after pilot sessions, and report writing
Client Management• Set expectations for English-speaking clients and paid special attention to
debrief clients and provide feedback after each French session
• Also, provided additional report just for Montreal sessions for French site
Culture & Linguistics
• Bilingual French and English and comfortable moderating in both languages
• Debriefs with translators before sessions on research goals & technical terms
• Mentioned that high-quality translators are ones that are not monotone but able
to take up subtle expressions, intonations, and sounds to differentiate speakers
Technical Expertise• Experience using different tools such as WebEx, ReadyTalk, Invoke, etc.
• Feels comfortable conducting user sessions using various remote technologies
Moderating • Moderated mock usability session in English on 07/30/10; missed second task
• Will follow up with another session with native French speaking participant
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