Next Billion Users (Design for Emerging Markets)

The growth of internet and app adoption in the United States and similar countries has largely flatlined. More and more of your user base is coming from emerging markets, where adoption growth is still in the double digits. Internationalization and localization can help you to capture some of this market, but not all. 80% of people with disabilities live in emerging markets. In this talk, we'll briefly go over accessibility and internalization, then spend the bulk of the time on actionable strategies for building a user experience that accommodates the next billion users.

Transcript

1. The Next Billion Users Brought to you by Centare UX Camp Ashley Dzick
6. pewinternet.org/fact-sheet/internet-broadband/
7. pewinternet.org/fact-sheet/internet-broadband/
8. pewresearch.org/global/2019/02/05/digital-connectivity-growing-rapidly-in-emerging-economies/
9. [Global Internet Adoption] There are 1 billion users Who have just recently come online
11. Mobile First Only Phones for under $200 Smaller screens Less memory First and (so far) only internet device Above 90% are prepaid Unreliable battery
12. Unreliable Internet 3G is in ~30% of markets (By 2020, more than 10% of users will still be on 2G) Data can be up to 20% of monthly income 
 (500MB data plan in India costs the same as 17 hours of minimum wage work)
13. Users are more likely to.. Be male Speak English (but limited) Be on mobile Rely mostly on cellular data (not WiFi)
14. The Next Billion Users You may: 1. Learn about internationalization 2. Learn about accessibility 3. Prioritize your UX efforts 4. Leave with actionable ideas What is your choice? __
15. Internationalization & Designing For Geographically Dispersed
16. Speed is Essential
17. designingforperformance.com/performance-is-ux/ Original PNG-24 with transparency: 7.6 KB. PNG-8 with solid background: 5.0 KB. PNG-8 with matte: 2.7 KB. JPEG at 75% quality with solid background: 20.2 KB.
19. Dates & Times
20. ibm.com/support/knowledgecenter/SSLVMB_26.0.0/statistics_reference_project_ddita/spss/base/ syn_date_and_time_date_time_formats.html
21. Room for Translations
22. Room for Translations Drücken Sie die Eingabetaste, um die Situation einzuschätz John hat Cholera. Datum: Wetter: Gesundheit: Essen: Nächstes Wahrzeichen: Zurückgelegte Meilen: 4. April 1848 heiß gut 433 kg 67,5 kg 96.5 kg
23. https://www.andiamo.co.uk/resources/expansion-and-contraction-factors/
24. Metaphors
25. Metaphors
26. Metaphors Avoid directly “translating” objects Add labels whenever possible Give an option to find descriptions
28. Spanish: paquete de la rata Translates to: Rat pack German: die buschschwanzratte Translates to: packrat Chinese: No translation Translates to: ???
29. Other Considerations Localization (Are you sensitive to the local culture?) Writing Style and Tone (More direct? More casual?) Icons (Thumbs up: Liked or obscene gesture?) Typography (Does your font support that language?) Input Fields (Different formatting) Local Laws and Policies (Compliance requirements?)
30. Accessibility & Designing for Disabled Users
32. One billion people experience some form of disability.
33. Who makes the rules? Web Accessibility Initiative (WAI) of World Wide Web Consortium (W3C) Guidelines for inclusive design Influence accessibility and disability law Both website and mobile apps Perceivable, Operable, Understandable, Robust (POUR)
34. “Information and user interface components must be presentable to users in ways they can perceive”
35. Perceivable Text and images should be readable Media has a sound alternative Color isn’t used to solely convey info Use readable fonts Aim for higher color contrast
37. “User interface components and navigation must be operable.”
38. Operable Users need to be able to get to (and from) all non-decorative elements on the screen Information should be organized in a way that’s easy to understand Additional plugins can interfere with assistive devices Watch out for keyboard traps
40. “Information and the operation of user interface must be understandable.”
41. Understandable Users should be able to understand how your app works Messaging is consistent without using overwhelming jargon Don’t use overly complex language Label everything
44. “Content must be robust enough that it can be interpreted reliably by a wide variety of user agents, including assistive technologies.”
45. Robust Users can access your app through a variety of ways, including: • Taps and touches • Voice assistants (Siri, Alexa, Cortana) • Screen readers • Resizing
47. “Basic” UX Practices + Internationalization + Accessibility
48. work overload
49. Good news! All of this works to improve your user experience.
50. Prioritize Measure Effort v. Impact
51. Look for potential legal compliance needs.
52. Accomplish everything you can within your budget and timeframe.
53. Questions?