How to approach UX design across different cultures

@JennyShen .. How to Approach UX Design Across Different Cultures
Jenny Shen | Amsterdam UX | May 2016

@JennyShen Freelance UX/UI Designer Founder of Ladies that UX Amsterdam

@JennyShen 7 countries & 24 nationalities

@JennyShen Questions at the end please ?

@JennyShen What is culture? @JennyShen

@JennyShen 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 “ @JennyShen

@JennyShen 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 @JennyShen

@JennyShen

@JennyShen 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 “

@JennyShen What does it mean for UX Designers? @JennyShen

@JennyShen 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 “

@JennyShen Do’s

@JennyShen Local Copywriting

@JennyShen 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

@JennyShen 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

@JennyShen

@JennyShen American v.s. Filipino @JennyShen

@JennyShen Longest Language

@JennyShen TravelBird app download banner @JennyShen English Dutch

@JennyShen Finnish @JennyShen

@JennyShen Solution 3 lines in the text ﬁeld @JennyShen

@JennyShen Result English Finnish @JennyShen

@JennyShen Perfect the UX in all languages, even if UI
looks imperfect in some. Myself :) “

@JennyShen @JennyShen

@JennyShen

@JennyShen makeFit Check if text ﬁts. If it doesn’t, it
makes the text smaller. @JennyShen https://github.com/aaronbarker/makeﬁt

@JennyShen Research- based Design

@JennyShen

@JennyShen 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 @JennyShen

@JennyShen transavia.com @JennyShen

@JennyShen Money as a motivator and de-motivator

@JennyShen

@JennyShen 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 “ @JennyShen

@JennyShen booking page NL v.s. DE

@JennyShen

@JennyShen Measure Data

@JennyShen

@JennyShen High drop off on homepage First clicks on help
and website-related links @JennyShen

@JennyShen Assumptions Ambiguity Lack of trust 1 2

@JennyShen Suggestions German customers in rooster Trust logos from trustshops.de
Customer reviews Accepted payment methods Short description about company in footer @JennyShen

@JennyShen 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 “ @JennyShen

@JennyShen

@JennyShen Research UI Patterns

@JennyShen Discover is the new Hamburger menu Chinese Mobile App
UI Trends, Dan Grover @JennyShen Chinese Mobile App UI Trends, Dan Grover

@JennyShen

@JennyShen mozilla.com @JennyShen

@JennyShen mozilla.com.cn @JennyShen

@JennyShen

@JennyShen “ @JennyShen 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

@JennyShen Verify Personas

@JennyShen Local User Testing

@JennyShen

@JennyShen Remote User Testing quantity, on-demand, ﬂexible @JennyShen

@JennyShen Germany, Spain and worldwide Malaysia, Singapore, Indonesia, Philippines, Thailand,
Vietnam Worldwide @JennyShen

@JennyShen Don’ts

@JennyShen Google Translate

@JennyShen stuffdutchpeoplelike.com

@JennyShen

@JennyShen Idealize Designs

@JennyShen

@JennyShen #ﬁrstworldproblems

@JennyShen

@JennyShen Stereotype Personas

@JennyShen

@JennyShen 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

@JennyShen BONUS @JennyShen

@JennyShen Create a team of diverse talents. @JennyShen

@JennyShen Strength lies in differences, not in similarities. — Stephen
R. Covey Educator and Author of “The 7 Habits of Highly Effective People" “

@JennyShen Be open-minded and curious in other cultures and habits.
@JennyShen

@JennyShen Travel

@JennyShen

@JennyShen [email protected] @jennyshen Questions?

@JennyShen #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

How to approach UX design across different cult...

How to approach UX design across different cultures

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