how to approach ux design across different cultures
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How to Approach UX Design Across Different Cultures
Jenny Shen | Amsterdam UX | May 2016
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Freelance UX/UI Designer Founder of Ladies that UX Amsterdam
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7 countries & 24 nationalities
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Questions at the end please?
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What is culture?
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The collective programming of the mind distinguishing the members of one group or category of people from others.
Geert Hofstede, Gert Jan Hofstede, Michael Minkov, Cultures and Organizations: Software of the Mind. Revised and Expanded 3rd Edition. New York: McGraw-Hill USA, 2010
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Geert Hofstede, Gert Jan Hofstede, Michael Minkov, Cultures and Organizations: Software of the Mind. Revised and Expanded 3rd Edition. New York: McGraw-Hill USA, 2010
Cultural Dimensions
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Culture affects Internet usage, e-commerce trust, information and communication technology adoption, Internet marketing, and website development.
Website Design And Trust Across Cultures, Dianne Cyr, Simon Fraser University
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What does it mean for UX Designers?
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It is no longer enough to simply offer a product translated in ten to twenty different languages.
Users also want a product that acknowledges their unique cultural characteristics and business practices.
Elisa del Galdo and Jakob Nielsen, International User Interfaces
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Do’s
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Local Copywriting
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furnished apartments serviced apartments
corporate housing extended stays
temporary housing
apart hotels
monthly rentals
short-term rentals
vacation rentals
Housing for one month or longer
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Housing for one month or longer
furnished apartments serviced apartments
corporate housing extended stays
temporary housing
apart hotels
monthly rentals
short-term rentals
vacation rentals sublets
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American v.s. Filipino
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Longest Language
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TravelBird app download banner
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English Dutch
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Finnish
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Solution 3 lines in the text field!
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ResultEnglish Finnish
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Perfect the UX in all languages, even if UI looks imperfect in some.
Myself :)
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makeFit Check if text fits. If it doesn’t, it makes the text smaller.
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https://github.com/aaronbarker/makefit
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Research-based Design
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Geert Hofstede, Gert Jan Hofstede, Michael Minkov, Cultures and Organizations: Software of the Mind. Revised and Expanded 3rd Edition. New York: McGraw-Hill USA, 2010
Pragmatic nature Encourage thrift and efforts in modern education as a way to prepare for the future Strong propensity to save and invest, thriftiness and perseverance in achieving results
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transavia.com
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Money as a motivator and de-motivator
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The systematic overview has to be given in order to proceed. This is also reflected by the law system.
Details are equally important to create certainty that a certain topic or project is well-thought-out.
Geert Hofstede, Gert Jan Hofstede, Michael Minkov, Cultures and Organizations: Software of the Mind. Revised and Expanded 3rd Edition. New York: McGraw-Hill USA, 2010
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booking page NL v.s. DE
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booking page NL v.s. DE
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Measure Data
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High drop off on homepage
First clicks on help and website-related links
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Assumptions
Ambiguity Lack of trust1 2
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Suggestions German customers in rooster Trust logos from trustshops.de Customer reviews Accepted payment methods Short description about company in footer
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Paragraph format is used almost twice as much in Germany as in the U.S.
Localization of Web Design: An Empirical Comparison of German, Japanese, and U.S. Website Characteristics, Dianne Cyr and Haizley Trevor-Smith, Simon Fraser University
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Research UI Patterns
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Discover is the new Hamburger menu
Chinese Mobile App UI Trends, Dan Grover
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Chinese Mobile App UI Trends, Dan Grover
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mozilla.com
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mozilla.com.cn
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Typing Chinese takes a long time and finding the precise word isn’t easy.
Search sucks, so optimize for browsing.
— Bram Pitoyo Design strategist at Mozilla
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Verify Personas
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Local User Testing
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Remote User Testing quantity, on-demand, flexible!
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Germany, Spain and worldwide
Malaysia, Singapore, Indonesia, Philippines, Thailand, Vietnam
Worldwide
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Don’ts
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Google Translate
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stuffdutchpeoplelike.com
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Idealize Designs
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#firstworldproblems
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Stereotype Personas
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Resources
Cultures and Organizations: Software of the Mind by Geert Hofsted, Gert Jan Hofsted, Michael Minkov
Global UX: Design and Research in a Connected World by Whitney Quesenbery and Daniel Szuc
geert-hofstede.com
The Culture Map: Breaking Through the Invisible Boundaries of Global Business by Erin Meyer
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BONUS
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Create a team of diverse talents.
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Strength lies in differences, not in similarities.
— Stephen R. Covey Educator and Author of “The 7 Habits of Highly Effective People"
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Be open-minded and curious in other cultures and habits.
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Travel
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#25-27: https://medium.com/lux-team/responsive-navigation-for-73-languages-83eec588db28 #55-56: dangrover.com/blog/2014/12/01/chinese-mobile-app-ui-trends.html #59-60: Bram Pitoyo, Cluttered, UX Malaysia #73-74: https://dribbble.com/shots/2182953-Business-Cards-for-in-Asia #76-77: https://dribbble.com/shots/2552705-Sling-Music-Sharing-App #83: http://deadline.com/2015/02/bruce-lee-biopic-shannon-lee-enter-the-dragon-1201382941 #90: https://myhealingtime.files.wordpress.com/2015/03/thank-you-in-any-language.jpg
Credits