Next Billion Users (Design for Emerging Markets)

1e56679c0384d36280c82f450ac8c473?s=47 Ash Dzick
August 22, 2019

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.


Ash Dzick

August 22, 2019


  1. The Next Billion Users Brought to you by Centare UX

    Camp Ashley Dzick
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  9. [Global Internet Adoption] There are 1 billion users Who have

    just recently come online
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  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. 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.
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  19. Dates & Times

  20. 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

  24. Metaphors

  25. Metaphors

  26. Metaphors Avoid directly “translating” objects Add labels whenever possible Give

    an option to find descriptions
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  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

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  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
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  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
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  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
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  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
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  47. “Basic” UX Practices + Internationalization + Accessibility

  48. work overload

  49. Good news! All of this works to improve your user

  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?