#hcid2012 - Cultural Differences in Online Banking - Jon Dodd & Luis Santa-Maria, Bunnyfoot

Transcript

1. Cultural differences and their effects on UX projects Dr Jon Dodd Dr Luis Santa-Maria
2. 2 Some hand waving... ...then some depth What we will cover...
3. 3 Cultural differences? What do you call this?
4. 4 4
5. 5 Commonly known cultural differences Language ¡  Generally more words in arabic ‘more flowery’ ¡  30-50% more words English -> German or French ¡  Longer words in German (concatenation) ¡  Tone of voice – casual first person v formal ¡  Right to left – directly transposable?
6. 6 Commonly known cultural differences Red = warning? ¡  China – symbol of celebration and luck, used in many cultural ceremonies that range from funerals to weddings. ¡  India – colour of purity (used in wedding outfits) ¡  Eastern cultures - signifies joy when combined with white ¡  South Africa = mourning Yellow = Coward? ¡  China – Nutritious ¡  Japan – courage ¡  India – merchants ¡  Egypt – mourning Green: adultery, islam, youth, Christmas, go, health Blue: heaven, spirituality, depression, sadness White: funerals, marriage, purity, peace ...beware use by political parties
7. 7 Commonly known cultural differences Symbols e.g. Shopping cart v basket Style Western style minimalist aesthetic does not work well in China Browse v search... Search engine efficacy is language dependent (e.g. Arabic) Cultural propensity towards browse, read editorial (display ads rather than PPC more effective) Technology and access Mobile in Japan, and new markets (Africa) Joined up countries – e.g. Estonia ...more?
8. 8 Musings on recent projects
11. 11 Islamic banking in the middle east
12. Cultural differences and their effects on UX projects User testing in Brazil
13. 13 Brazilian users Why should we care? At the moment there are approximately 142 million potential consumers in the Brazilian market. More and more companies are investing in emerging markets and they have a strong need to understand these users.
14. 14 Brazilian users Why should we care? Amazon asked Priberam to build a dictionary, where the entries were in Brazilian Portuguese. “They said their primary focus was the Brazilian market” Carlos Amaral – Priberam’s Executive Director
15. 15 Brazilian users The second largest BRIC economy, after China The sixth largest world economy Many companies are now having to rush in to understand Brazil and its users so that they can have a good chance of success. Why should we care?
16. 16 Brazilian users We know the ropes: User testing Ethnography Interviews Focus groups… Understand your user…how? But in order to do that we also need to be aware of cultural traits as they can impact our research.
17. 17 Recruiting Class system Classes in Brazil are divided into 5 strata: A, B, C, D and E Classes A, B Class C Classes D, E
18. 18 Recruiting Class system Since 2009: Classes A and B grew 12.8% Class C grew 11.1%. 48.7 million Brazilians entered classes A, B and C a number bigger than the population of Spain. The bottom end of the pyramid, classes D and E, shrunk almost 34%!!! So, the equivalent to half the UK population has climbed up on the social strata from 2003 to 2011.
19. 19 Recruiting Class system 2005 Classes A, B (26 M) Class C (62 M) Classes D, E (92 M) 2005 2010 Classes A, B (42 M) Classes D, E (48 M) Class C (101 M) 2010
20. 20 Recruiting Class assessment systems Income based class strata(IBGE) CLASS MINIMUM WAGE (MW) MONTHLY FAMILY INCOME (R$) A Above 20 MW R$ 12,440 (4,300 GBP) or more B 10 to 20 MW from R$ 6,220 a R$ 12,440 (2,150 – 4,300 GBP) C 4 to 10 MW From R$ 2.488 a R$ 6.220 (860 – 2150 GBP) D 2 to 4 MW From R$ 1.244 a R$ 2.488 (430 – 860 GBP) E Up to 2 MW Up to R$ 1.244 (430 GBP) Source (Brazilian Geography and Statistics Institute – IBGE)
21. 21 Recruiting Class assessment systems Economic power (Critério Brasil) Possession of certain items in the household Academic level of the head of the family Joint family income Most widely used, but it has its peculiarities.
22. 22 Recruiting Class assessment systems Most widely used is ‘Critério Brasil’ but it has its peculiarities. One of the main concerns when using this assessment is getting a good idea of consumers’ buying power. In Brazil you can buy anything in installments…ANYTHING!
23. 23 Recruiting Class assessment systems
24. 24 Recruiting Class assessment systems The installments culture creates distortions into buying power as anyone can afford pretty much anything. It is not uncommon to see houses in the ‘favelas’ with flat screen TVs and computers. Getting international clients to understand this is not always easy. Eduardo Monteiro/EXAME.com
25. 25 Moderating Personality traits Brazilians are extremely friendly, open and love to interact with people. They like to help people and show hospitality. This makes moderating hard and extra care must be taken to avoid the ‘Observer-expectancy effect’, whilst making participants feel comfortable at the same time.
26. 26 Moderating Personality traits Brazilians openness and natural interaction skills allow you to retrieve some very rich information. But sometimes it also can create some awkward situations where you must put on your best poker face! And it can extend the session if you are not careful!
27. 27 Moderating Cultural traits in contextual studies It is customary for Brazilians to do a house tour on your first visit. Ethnographer’s paradise!!! It is also good manners to offer visitors food and drink. Accept something, not having anything is considered rude.
28. 28 Moderating Final Considerations If you do user research in a country where you do not speak the language, consider having simultaneous translation in the observation room. Tips: - Tell the translator to translate as quickly as possible what he is hearing. - - If locals are moderating ask for ones that can speak English. - - After each session, hold debrief sessions with the moderators where you can clarify any questions you may have had from the translation.
29. 29 Final words Brazil has a very rich and diverse culture full of peculiarities and idiosyncrasies. Things are happening extremely fast. In the next 10 years there will be a huge number of consumers entering the digital world without any prior knowledge or experience due to digital inclusion policies, economic growth and buying power increase. In other words…we have a lot of work to do! Thank you!
30. 30 Consultant details ® Oxford Office (Head office) Harwell Innovation Centre 173 Curie Avenue Harwell, Oxfordshire OX11 0QG T: 0845 644 0650 F: 0845 644 0651 Outside UK: +44 (0)1235 833 010 Reading Office 7-11 Station Road Reading, Berkshire RG1 1LG T: +44 (0)118 959 9882 London Office Westbourne Studios 242 Acklam Road London, W10 5JJ T: +44 (0)845 643 0650 Outside UK: +44 (0)208 968 6376 Sheffield Office Electric Works Sheffield Digital Campus Sheffield, S1 2BJ T: +44 (0)845 456 2205 Dr. Jon Dodd jon@bunnyfoot.com Dr. Luis Santa-Maria luis@bunnyfoot.com